Influence of Brand Equity as a Mediator Linked to Marketing Mix to Purchase Intention of Toyota Cars in Thonburi Side of Bangkok
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Abstract
The objectives of this research are: (1) to study marketing mix factors, brand equity, and Toyota car purchase intention of consumers in Thonburi area, Bangkok; (2) to study brand equity as mediator connecting marketing strategies affecting Toyota car purchase intention of consumers in Thonburi area, Bangkok. Research tool was questionnaire. Data were collected from 500 purchasers who purchased Toyota cars in Thonburi area, Bangkok, under the concept of Comrey & Lee (2013). Statistics used in this research were mean, Standard Deviation, and Structural Equation Model (SEM) by using Smart PLS program.
The results revealed that: (1) Overall marketing mix, brand equity, and purchase intention level were in high level; and (2) Brand Equity as a mediator linked to marketing mix to purchase intention of Toyota Cars in Thonburi side of Bangkok, sorted by overall influence consisted of Brand Associate (BAS) (TE=0.360), Brand Awareness (BAW) (TE=0.202), Perceived Quality (PQ) (TE=0.132), Brand Loyalty (BL) (TE=0.220), and Marketing Mix has an overall on purchase intention (TE=0.745). Which shows that marketing mix has an overall on purchase intention more than connecting to influence on brand equity.
Article history : Received 10 April 2021
Revised 5 June 2021
Accepted 7 June 2021
SIMILARITY INDEX = 0.00 %.
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