The Factors Influencing Brand Loyalty of the Generation Y Consumer Group in Digital Marketing
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Abstract
This research study aimed to study the opinion level of trust factors, satisfaction factors, risk perception factors, self-confidence factors, and brand loyalty factors in online distribution, and to study trust factors, satisfaction factors, risk perception factors, and self-confidence factors influencing brand loyalty among Generation Y consumers in digital marketing. The use of quantitative research, which collected data from Generation Y consumers aged 25–35 years who have shopping behaviors through online marketing channels in Thailand, where the researcher has set the sample size to 400 people and uses a purposive sampling method. It was found that most of the samples agreed with the trust factor, satisfaction factor, risk perception factor, self-confidence factor, and brand loyalty factor for the online distribution of Generation Y consumers in Thailand. It was also found that the trust factor, satisfaction factor, risk perception factor, and self-confidence factor influence the brand loyalty of Generation Y consumers in digital marketing.
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