Factors affecting the decision to use the Agoda application for booking accommodation in Bangkok.

Abstract

        This research aims to study the factors influencing customers' decisions in Bangkok to use the Agoda application for booking accommodations This quantitative study employs a convenience sampling method, collecting data from 385 users in Bangkok through questionnaires. The data were analyzed using percentage, mean, standard deviation, t-test, one-way ANOVA, factor analysis, and multiple regression analysis. The results indicate that most respondents were female, under 25 years old, with an education level below a bachelor's degree, employed in private companies, and earning an average monthly income of less than 20,000 THB. The inferential statistical analysis found that all personal factors did not significantly differ in their influence on the decision to use the Agoda application at a statistical significance level of 0.05. Additionally, the marketing mix factors of price and process significantly influenced the decision to use the Agoda application at a statistical significance level of 0.05. The estimation model explains 56.6% of the variance in customers' decisions to use the Agoda application for booking accommodations by users in Bangkok.