THE IMPACT OF SERVICE QUALITY, SOCIAL MEDIA INFLUENCE, AND MARKETING MIX FACTORS TOWARDS CUSTOMER PURCHASE DECISION FOR HOTELS IN BANGKOK, THAILAND

Abstract

The purpose of this study was to study and investigate whether factors of Service Quality, Social Media Influence and Marketing Mix impacts customers' purchase decisions to book Hotels in Bangkok. The sample group used in this quantitative research was 400 samples from the tourists visiting Bangkok by using purposive sampling method. The questionnaire was used as a study tool, the statistics used for analysis included percentage, mean, standard deviation, and Multiple Regression Analysis. The results showed that service quality, social media influence and marketing mix impacts consumers’ purchase decision to book hotels in Bangkok at the statistically significant level.