ส่วนประสมทางการตลาดที่ส่งผลต่อการซื้อซ้ำของผู้บริโภคอาหารญี่ปุ่นประเภทซูชิและซาชิมิของร้านตุ้มซูชิ

Abstract

The objective of this study is to analyze the influence of the marketing mix (7Ps) on the repeat purchase behavior of consumers of sushi and sashimi at Toom Sushi Restaurant. The research employed purposive sampling, targeting a sample of 400 consumers calculated using Cochran's formula. Data was collected through questionnaires and analyzed using multiple regression analysis. The results indicate that Product, Price, Promotion, and Process significantly influence repeat purchases. Applying these findings can help businesses develop effective marketing strategies to increase repeat purchase opportunities and build long-term customer loyalty.