Soft Power, Brand Equity, and Customer Behaviour as an Intermediate Variable that connects the Integrated Marketing Communication to Purchase Intention Series Y within around Bangkok
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Abstract
The objectives of this research were 1) to study the level of factors Integrated Marketing Communication, Soft Power, Brand Equity, Customer Behaviour, and Purchase Intention 2) Soft Power, Brand Equity, and Customer Behaviour as an Intermediate Variable that connects the Integrated Marketing Communication to Purchase Intention. The tool used in this research was a questionnaire to collect data with people who watched series Y within around Bangkok 500 persons. The statistics used in the research were frequency, percentage, mean, standard deviation, coefficient of variation and structural equation model (SEM) analysis by using ADANCO 2.3 program.
The results of the research showed that 1) the factors Integrated Marketing Communication, Soft Power, Brand Equity, Customer Behaviour, and Purchase Intention were at a high level with an average value of 3.77, 3.86, 3.56, 3.89 and 3.81 respectively, and standard deviation; .716, .706, .866, .837 and .830 respectively. 2) Soft Power, Brand Equity, and Customer Behaviour as an Intermediate Variable that connects the Integrated Marketing Communication to Purchase Intention. By sorting the values according to the total influence, Integrated Marketing Communication (TE=0.713), Soft Power (TE=0.438), Brand Equity (TE=0.284), and Customer Behaviour have a combined influence on Purchase Intention (TE=0.344). It was shown that the Integrated Marketing Communication Influences Purchase Intention more than Soft Power, Brand Equity, and Customer Behaviour.
Article history: Received 8 March 2022
Revised 2 May 2022
Accepted 5 May 2022
SIMILARITY INDEX = 3.24 %
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