Marketing Mix Factors Influencing Passenger’s Decision-Making to Travel with Public Bus Services of the Transport Company Limited

Abstract

This research aimed to 1) study the marketing mix factors of passengers traveling with Transport Company Limited, 2) study the decision-making of passengers in utilizing the company’s public bus services, 3) compare demographic factors with the decision to travel with the public bus services of the Transport Company Limited, and 4) study the marketing mix factors influencing passengers’ decision-making to travel the public bus services of the Transport Company Limited. A quantitative research approach was employed with a sample size of 153 respondents, determined using the G*Power program. The research instrument was a questionnaire. The statistics used were t-test, One-Way ANOVA, and Simple Linear Regression.

The research findings revealed that the majority of respondents were female, aged between 41 and 50 years old, with a bachelor’s degree or equivalent level. Most were employed as general laborers, earning an income between 10,001 and 20,000 THB. The overall mean score for marketing mix factors was at a high level ( = 3.65), as was the overall mean score for the decision to use bus services ( = 3.73). Among demographic characteristics, only income showed a statistically significant difference in the decision to use bus services at the 0.05 level. Furthermore, marketing mix factors significantly influenced passengers’ decisions to use the bus services of the Transport Company Limited at the 0.001 level, explaining 60.90 percent of the variation in decision-making.