Abstract:
The objective of this research was to examine the factors affecting the decision of choosing the Tabung Haji Service center in Malaysia.
Questionnaires were used for data collection. The sample groups were individuals living in the state of Kedah, Malaysia. The statistics used for
data analysis were frequency, percentage, mean () , standard deviation (SD), and comparison test (t). -test) and one-way ANOVA analysis. It
found most of them were male who are under 25 years old. They were single and hold undergraduate education. Their monthly average income
was between RM1,201- RM2,000. The overall results of marketing mix factors were at a high level ( = 4.301 S.D. = 0.493). When sorted by
the importance that the process aspect and the people aspect, they were at the most important level with the average score of 4.658 4.555 and
standard deviation 0.435 0.445 respectively. The physical evidence, price, promotion, place, and product were at a high level. The mean score
was 4.246, 4.236, 4.187, 4.133, 4.095 and the standard deviation were at 0.95, 0.363, 0.549, 0.580, 0.569, 0.514, respectively. There were
significant influence of age, educational level, and monthly average income on the market mix factors of customers’ decision to selecting
Tabung Haji Service Center in Malaysia at a statistically significant level of 0.05.
