Experience, Reliability and Customer Satisfaction toward Purchase Decisions of Fashion Clothes among Bangkok Residents

Abstract

     This research article aimed to study (1) the comparison of the purchase decisions of fashion clothes among Bangkok residents according to the personal factors; and (2) experience, reliability and customer satisfaction toward purchase decisions of fashion clothes among Bangkok residents. It was quantitative research. A sample in this study consisted of 385 residents in Bangkok, purchase fashion clothes. This study used accidental sampling method. Questionnaire was used as a research instrument in this study. Data were collected through Google Form. The statistical tools used in data analysis were percentage, means, standard deviation, and the multiple regression analysis.

           The results of the study revealed that (1) the residents in Bangkok with the various ages and educational levels had different purchase decisions. Furthermore, Bangkok residents with varieties of the sex, monthly incomes, and occupation had no different in purchase decisions; and (2) the experience, reliability and customer satisfaction toward the purchase decisions of fashion clothes among Bangkok residents at 0.01 of statistical significance levels; by experience, reliability and customer satisfaction, it could predict purchase decisions of fashion clothes among Bangkok residents at 51.10 percent (R²=0.511).