Marketing Mix and Brand Equity Influencing the Purchase Decision of Honda Motorcycle in Mueang District, Songkhla Province
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Abstract
This study aimed to examine the marketing mix and brand equity factors influencing the purchase decisions of Honda motorcycles among consumers in Mueang District, Songkhla Province. Data were collected through questionnaires from 400 consumers who had previously purchased Honda motorcycles, selected using purposive sampling. The research instrument consisted of multiple-choice questions and a five-point Likert scale. The data were analyzed using percentages, means, standard deviations, and multiple regression analysis. The results indicated that marketing mix factors had a positive and statistically significant effect on purchase decisions at the 0.05 level, with distribution channels, sales promotion, product, and price ranked in descending order according to their regression coefficients. Likewise, brand equity factors were found to positively influence purchase decisions at the 0.05 level of statistical significance, with perceived quality exerting the strongest effect, followed by brand association, brand loyalty, and brand awareness. The findings suggest that effective marketing strategies and strong brand equity play a crucial role in enhancing consumer confidence and driving purchase decisions.
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This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.
บทความที่ได้รับการตีพิมพ์เป็นลิขสิทธิ์ของวารสาร สักทอง : วารสารมนุษยศาสตร์และสังคมศาสตร์ สถาบันวิจัยและพัฒนา มหาวิทยาลับราชภัฏกำแพงเพชร
ข้อคิดเห็นใดๆ ที่ปรากฎในวารสารเป็นวรรณกรรมของผู้เขียนโดยเฉพาะ ซึ่งมหาวิทยาลัยราชภัฏกำแพงเพชรและบรรณาธิการไม่จำเป็นต้องเห็นด้วย
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