Satisfaction and Customer Behaviour as an Intermediate Variable Connecting the Marketing Mix Factor and Brand Awareness in Purchasing Decision for the OTOP Pine Apple Cheese Shake Biscuitsin Prachuap Khiri Khan Province
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Abstract
The objectives of this research were to 1) investigate the factors of marketing mix, brand awareness, satisfaction, customer behaviour, and purchase decision on OTOP pineapple cheese shake biscuits in Prachuap Khiri Khan Province, and to 2) analyze the satisfaction and customer behaviour as an intermediate variable connecting the marketing mix and brand awareness in purchasing decisions for the OTOP pineapple cheese shake biscuits in Prachuap Khiri Khan Province. A questionnaire was used to collect data from 500 people who purchased OTOP pineapple cheese shake biscuits within around Prachuap Khiri Khan Province, selecting using the concept of Comrey and Lee (1992). The following statistics were used in the study: frequency, percentage, mean, standard deviation, and structural equation model (SEM) analysis by using the Smart PLS program.
The results of the research showed that 1) the levels of the marketing mix, brand awareness, satisfaction, customer behaviour, and purchase decision were at a high level with an average value of 3.57, 3.79, 3.51, 3.57, and 3.60 respectively, and standard deviation; 1.024, .915, 1.049, 1.007, and 0.987 respectively. 2) the results of the satisfaction and customer behaviour as an intermediate variable connecting marketing mix and brand awareness in purchasing decision on OTOP pineapple cheese shake biscuits in Prachuap Khiri Khan Province, discovered that the factors affecting the purchasing decisions arranged in order were marketing mix of 0.939, brand awareness of 0.039, satisfaction of 0.128, and customer behaviour had a combined influence on purchasing decision of 0.216. It was discovered that the marketing mix affecting the purchasing decisions more than brand awareness, satisfaction, and customer behaviour to purchase decisions on OTOP pineapple cheese shake biscuit in Prachuap Khiri Khan Province.
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