0045 2QOLQH&RPPXQLFDWLRQ7KDW,QÁXHQFHVWKH'HFLVLRQ to Enter A Coffee Shop of Gen Y In Bangkok Sarisa Tantayotin Master of Management, Graduate College of Management, Sripatum University, Bangkok, Thailand 7HO (PDLOÀOPVDULVD#JPDLOFRP and Niwat Chantharat Graduate College of Management, Sripatum University, Bangkok, Thailand 7HO(PDLOQLZDWFK#VSXDFWK Proceedings of The 6th Regional Conference on Graduate Research 23 August 2020, Sripatum University, Bangkok, Thailand 931 Online Communication That Influences the Decision to Enter A Coffee Shop of Gen Y In Bangkok by Sarisa Tantayotin Master of Management, Graduate College of Management, Sripatum University, Bangkok, Thailand Tel +669 7019 0913, E-mail:
[email protected] and Niwat Chantharat Graduate College of Management, Sripatum University, Bangkok, Thailand Tel+668 6776 8472, E-mail:
[email protected] 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.