THE INFLUENCE OF CAUSAL FACTORS AFFECTING OF LOYALTY TO BUY CLOTHES SHOP CLASSYPITA ON INSTAGRAM OF CONSUMERS IN THAILAND

Abstract

The objectives of this research article were to 1) Develop and validate the consistency of the causal factors affecting loyalty to buy clothes at ClassyPita shop on Instagram of Thailand customers, and 2) Study the causative factor that influences the loyalty to buy clothes at ClassyPita shop on Instagram of Thailand customers.The research is a qualitative research; target groups are buyers from an Instagram page of ClassyPita, who lives in Thailand, a total of 365 people, selected by simple random sampling, using a questionnaire online to collect data. The statistics used for data analysis were frequency and percentage. And Structural equation model is used to analyze causal factors in order to find influence paths of the variables. The Research found that; causal factors that were developed including of 4 factors. 1) Customer engagement 2) Close relationship 3) Customers trustworthy and 4) Customers loyalty. The causal relationship model that was just developed correlation with empirical data perfectly, considering the Chi-square (χ²) = 204.98, CMIN/df = 1.40, Degrees of freedom (df) = 146, GFI = 0.95, AGFI = 0.92, SRMR = 0.06, and RMSEA = 0.03, Forecasting coefficient = 0.76. It shows that each factor in the model can explain the variances of loyalty to buy clothes at ClassyPita shop on Instagram of Thailand customers to 76%. The causal factors of loyalty of customers, customers trustworthy, and close relationship affecting the loyalty of buyers which business owners can use it to set up marketing plan strategically, and planning business strategy to fit each generation of customers, which may help increasing traffic of Instagram's ClassyPita shop in the future.