Influencing Factor of Consumer Purchasing Decision: A Case Study of Wuliangye Sichuan Liquor

บทคัดย่อ

The study's objectives were: 1) To investigate the dynamic landscape of the Chinese liquor industry, focusing on Wuliangye Company’s high-quality liquor marketing strategy. 2) To investigate Chinese liquor’s historical significance as a carrier of traditional culture and its growing global recognition. 3) to investigate the influence of independent variables such as product, price, channel, and digital marketing on the dependent variable of consumer purchase intention. 4) to investigate the impact of the mediating variable, consumer satisfaction. This research utilized a mixed method, using qualitative and quantitative approaches to collect, analyze, and interpret data. The conceptual framework of this research was applied from model hypothesis, STP theory, and 4Ps marketing theory. The population involved consisted of 384 individuals from Chongqing, determined using simple random sampling. The research instrument used was a self-made questionnaire. Statistics used for data analysis were percentage (frequency), mean analysis, and modeling through PLS-SEM and Bayesian Information Criterion. Then, Cronbach’s alpha, composite reliability, and the Average Variance Extracted (AVE) were used to measure validity and reliability.

            Lastly, the result of the study found that 1) demographic profile plays a significant role in identifying the impact of liquor brand image on the variables mentioned, 2) product, price, and channel are significant components of a brand or image, 3) consumer purchase intention, consumer satisfaction and digital marketing may either increase or decrease the positive image of the brand depending on the preferences of the consumers and 4) not all indicators may have a significant impact on the brand as customer preference and marketing strategies used influence this.