Brand equity and Digital marketing affecting purchase decision of video streaming in Guangzhou Guangdong

Abstract

            This research aims to study the importance of brand equity, digital marketing and the purchase decision of video streaming services, and to study the brand equity and Digital marketing affecting purchase decision of video streaming in Guangzhou Guangdong. The population were viewers who use or have used video streaming services in Guangzhou, Guangdong. Infinite population, so the sample sampling were 385 people by systematic random sampling. The research instrument was a questionnaire, and the statistics included frequency, percentage, mean, standard deviation and multiple regression analysis.
           The research results found that the importance of brand equity is at a high level. When considering each item, it is found that the highest average is perceived quality of the brand. In terms of digital marketing, the overall level was at a high level. When considering each item, it is found that the highest average is content marketing. In terms of purchase decision, the overall level was at a high level. When considering each item, it is found that the highest average is searching for information or asking friends and acquaintances before deciding to use the service. The results of the research hypothesis testing found that brand equity, brand loyalty, perceived quality of the product, brand association, and brand awareness affecting the purchase decision with statistical significance at the 0.05 level In terms of digital marketing, it was found that content marketing, website marketing, email marketing, social media marketing, and website optimization for search affecting the purchase decision with statistical significance at the 0.05 level. Explains the variability in the use of 96.40 percent of the variance.