Marketing Mix and Customer Satisfaction Affecting Customer Purchase Intention of Uttaradit Durian

Abstract

             The objective of this study to: (1) examine the level of opinions regarding marketing mix, customer satisfaction, and repurchase intention of durian in Uttaradit Province; and (2) investigate the influence of marketing mix and customer satisfaction on repurchase intention. The sample group consisted of 385 individuals who had previously purchased durian in Uttaradit. Data were collected using a questionnaire distributed. The instrument was validated through content validity (IOC) and reliability analysis. The statistics used included percentage, mean, standard deviation, and multiple regression analysis.

             The research findings revealed that: the overall opinion towards the marketing mix was at the highest level, with the most emphasis placed on product, followed by price, distribution channels, and promotion. Overall customer satisfaction was high, particularly in the aspect of expectation. Repurchase intention was also high, mainly driven by promotions and product quality; and the multiple regression analysis showed that the marketing mix could explain 76.80% of the variance in repurchase intention, with key predictors being promotion (β = 0.535), price (β = 0.506), and product (β = 0.077). Meanwhile, customer satisfaction could explain 23.40% of the variance, with key factors including expectations (β = 0.257), perceived performance (β = 0.230), and the gap between expectations and actual performance (β = 0.130).