EVENT MARKETING AND THE IMAGE OF THE ORGANIZATION TOWARDS THE ATTITUDE AND CONSUMERS PURCHASE DECISION ON CONDOMINIUMS: A CASE STUDY OF KAVE CONDO

Abstract

            The objectives of this research were to study 1) the factors of event marketing that affected the image of the organization, 2) the factors of event marketing that affected consumers’ attitudes, 3) the factors of the image of the organization factors that affected consumers’ attitudes, and the attitude factors that influenced consumers’ purchasing decisions. The samples of the research selected by Convenience Sampling Method were 400 Campus Condo consumers at Kave Condo, who answered an online Google Form questionnaire sent through the Line platform. The data were analyzed by the Frequency, Percentage, Mean, Standard Deviation and Stuctural Model on SmartPLS program. The research findings were as follows: 1) Event marketing affected consumers’ attitudes, 2) Event marketing did not affect the image of the organization, 3) The image of the organization affected consumers’ attitudes, and 4) Attitudes influenced consumers’ purchasing decisions at the .05 level of statistical significance.