Marketing Strategy Factors Influencing Purchasing Intention of Star Alliance Airline Members

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Chayapoj Lee-Anant
Worarak Sucher


The purpose of this research is to identify the airline marketing strategy factors influencing purchasing intention of Star Alliance airline members. This research is considered a quantitative based research, employing a factor analysis as a tool. Finally, samples are 400 passengers using Star Alliance Airline members at Suvarnabhumi International Airport which are EVA, Air China, Egypt Air, Air India, Shenzhen Airlines, Turkish Air, Asiana, Singapore Airlines, and Thai Airways. This research employs purposive sampling to collect the data. The research tool is a questionnaire survey, asking the respondents about the factors influencing purchasing intention of Star Alliance airline members. The data collection process is during December 2016 to February 2017. Then, the descriptive and inferential statistics (Simple regression) are processed to analyze the collected data. The research outputs show three marketing strategies statistically influencing purchase intention, which are Quick Response Strategy, Strategic Alliance Strategy, and Product Differentiation Strategy. The significant result of this research shows that the ‘Definite Fly’ has been impacted by the three aforementioned strategies for purchasing intention (32.2%) while the rest (67.8%) has been influenced by the other strategies.


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Lee-Anant, C. . ., & Sucher, W. . (2020). Marketing Strategy Factors Influencing Purchasing Intention of Star Alliance Airline Members. Dusit Thani College Journal, 13(3), 378–392. Retrieved from
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