Factors Influencing the Decision-making of Chinese People in choosing an overseas educational consultation firm in Beijing
DOI:
https://doi.org/10.14456/shserj.2024.53Keywords:
Marketing mix, Brand trust, Brand images, Decision-making, Choosing services from overseasAbstract
The objective of this study was to study (1) To study the market mix factors influencing the decision to use the services from Abroad choose Firm in Beijing. (2) To study the brand trust influencing the decision to use the services from Abroad choose Firm in Beijing. (3) To study the brand image influencing the decision to use the services from Abroad choose Firm in Beijing. The sample use in this study was 300 people in Beijing, used the criteria of Hair, Black, Babin and Anderson (2010), convenience sampling. Tool use to correct data was a set of questionnaires. Statistics used in data analysis were frequency, percentage, mean, standard deviation and use partial least squares structural equation modeling (PLS-SEM) with Adanco program. The result found that marketing mix factors, brand trust, and brand image affect decision to use the services from studying abroad choose firm in Beijing at the statistically significant level of .001 with predictive power of 78.9 percent.
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