Online Communication That Influences the Decision to Enter A Coffee Shop of Gen Y In Bangkok

Abstract

Thesis study on "Communication through online media that influences the decision to enter a coffee shop of Gen Y in Bangkok." The objective of this study is to 1) Demographic Factors, 2) Consumer Purchasing Behavior, 3) The use of online media, and 4) The decision to enter a coffee shop of Gen Y in Bangkok. It is quantitative research, the sample group is 400 people aged between 18-37 years. The questionnaire was used as a data collection tool using a specific selection method in the coffee shop in eight districts, namely Lat Phrao District, Wattana Khet District. Ratchathewi District, Pathumwan District, Din Daeng District, Bang Khen District, Chatuchak District, and Bang Rak District by random sampling method. Analysis of answers by ready-made programs. It was using descriptive statistics, frequency distribution, percentage, mean, standard deviation, and using the hypothesis test with multiple regression analysis.The research results showed that most of the samples were female, single, with the highest education at the bachelor's degree or equivalent, occupation company employee / private employee. The average monthly income is 10,001 - 20,000 baht. Gen Y's purchasing behavior found that they most visited the coffee shop from 8-12 am. The frequency of entering a coffee shop 1-2 times a week. Coffee is the most type of drink in a coffee shop that was chose and the reason of consuming coffee is to reduce drowsiness and more refreshing.The drink purchase style is self-purchase and pays in cash. Most cafes are located in the workplacearea. The most common coffee shop access is Café Amazon, and the most social media choice for choosing a coffee shop is Facebook.