PRODUCT COMPONENTS AND BRAND EQUITY AFFECTING CUSTOMER’S REPURCHASE INTENTION OF CHAIYA SALTED EGG PRODUCTS IN SURAT THANI PROVINCE
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Abstract
The objective of this research was to study the product components and brand equity affecting customers’ repurchase intention of Chaiya salted egg products in Surat Thani Province. This research was a quantitative research. The research population comprised 400 customers who used to buy Chaiya salted egg products in Surat Thani Province. A questionnaire with reliability coefficient of 0.968 was used as the research tool for collecting research data. The employed statistics for data analysis were descriptive statistics and multiple regression analysis. The research findings revealed that the product components in terms of core product, tangible product, augmented product, and potential product significantly affected the customers’ repurchase intention of Chaiya salted egg products at the 0.05 significance level and it was predictable at 53.30%. Similarly, results of testing brand equity of the products revealed that brand equity in terms of brand awareness, perceived quality, brand loyalty, and other propriety brand assets significantly affected the customers’ repurchase intention of Chaiya salted egg products at the 0.05 significance level and it was predictable at 69.60%.
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