Factors Affecting the Decision to Select Gold Investment through Online Application in Bangkok

This study aims to investigate the demographic factors and marketing mix elements influencing the decision to invest in gold through online applications among the working-age population in Bangkok. The study population consists of 3,246,303 individuals aged 21–60 years. Data were collected from a sample of 400 participants and analyzed using descriptive statistics, including frequency, percentage, mean, and standard deviation. Inferential statistical analyses were conducted using Independent-sample T-tests and One-way ANOVA (F-test) to examine group differences, followed by Least Significant Difference (LSD) post-hoc comparisons. Additionally, Multiple Regression Analysis was employed to determine the impact of the marketing mix. The findings indicate that demographic factors specifically gender and age resulted in significant differences in gold investment decisions via online platforms. Furthermore, the marketing mix (Product, Price, Place, and Promotion) significantly influences the decision-making process for gold investment among the working-age group in Bangkok.