MARKETING MIX MANAGEMENT STRATEGIES INFLUENCING CUSTOMER PURCHASING DECISIONS FOR COMMUNITY ENTERPRISE PRODUCTS IN TAMBON SARAJANG, BANG RACHAN DISTRICT, SING BURI PROVINCE

Abstract

This study examines the impact of marketing mix management strategies — product, price, place, and promotion — on customer purchasing decisions for community enterprise products in Tambon Sarajang, Bang Rachan District, Sing Buri Province. Using a quantitative approach, data were collected from 300 respondents through structured questionnaires, and the findings were analyzed using multiple regression techniques. The results indicate that all four components of the marketing mix significantly influence purchasing decisions, with promotion and product being the most impactful variables. Promotion emerged as the strongest predictor (β = 0.48, p < 0.01), highlighting the effectiveness of word-of-mouth and social media campaigns in driving customer behavior. Product quality and uniqueness also showed a substantial positive effect (β = 0.42, p < 0.01). Price (β = 0.28, p < 0.05) and place (β = 0.35, p < 0.01) played significant but slightly lesser roles. The regression model explained 68% of the variance in customer purchasing decisions (R² = 0.68), providing strong empirical evidence for the critical role of marketing mix management in driving customer behavior. These findings offer actionable insights for community enterprises to refine their marketing strategies, such as investing in effective promotional campaigns, enhancing product quality, adopting competitive pricing strategies, and leveraging both traditional and digital distribution channels.