Marketing Mix and Real Estate Purchase Intention through Social Media Channel
Keywords:
Marketing Mix, Purchase Intention ModelsAbstract
The purpose of this study is to determine if Marketing Mix effect purchase intention of real estate through social media channel in Thailand. In this study, 7Ps of marketing mix were used as independent variables and Purchase Intention was dependent variable. The study used quantitative research. Descriptive and Inferential Statistics were used to analyze data. This research was conducted in Thailand during 2023 with sample size of 405 who are people who live in Thailand and have used social media. With Regression Analysis, the result showed that from all 7Ps (product, price, place, promotion, people, process, and physical evidence), only Product, Place, and Physical evidence have significantly affect purchase intention of real estate through social media channel in Thailand. Marketers may focus on Product, Place, and Physical Evidence in order to increase Real Estate Purchase Intention through social media.
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