BRAND EQUITY AND SERVICE MARKETING MIX FACTORS INFLUENCING CONSUMERS' DECISION TO REPURCHASE STARBUCKS COFFEE IN PATHUM THANI PROVINCE DURING THE POST COVID-19 ECONOMIC SLOWDOWN
Keywords:Brand Equity, Service Marketing Mix, Repurchase Decision, Starbucks
This research aims to investigate the influence of brand equity on consumers' decision to repurchase Starbucks coffee in Pathum Thani province and to investigate service marketing mix factors to affect consumers' decision to repurchase Starbucks coffee in Pathum Thani Province. The sample consisted of 400 consumers who used Starbucks coffee shops in Pathum Thani branches. The research instruments were questionnaires and statistics used to analyze the data consisting of frequency, percentage, mean and standard deviation. The hypotheses were tested by multiple regression analysis.
The results of the study show that brand loyalty, brand awareness, and perceived quality, which are components of brand equity, significantly influence consumers' decisions to buy Starbucks coffee in the province of Pathum Thani. These factors demonstrate statistical significance at the 0.05 level and possess a predictive power of 61.50 percent. Additionally, the service marketing mix factors, namely "product and price, also significantly affect consumers' decisions to repurchase Starbucks coffee in the province of Pathum Thani. These variables have a predictive power of 53.50 percent and statistical significance at the 0.05 level.
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