The Influence of Consumer Attitudes, Brand Equity, Marketing Innovation and Digital Marketing on Repurchase Intentions for Herbal Drink of Consumers in Bangkok Metropolis

Abstract

This research aims to study 1) the level of consumer attitude, brand value, marketing innovation, digital marketing and repeat purchase intention of herbal beverages consumers in Bangkok. 2) the influence of consumer attitudes, brand value, marketing innovation and digital marketing on herbal drink repurchase intentions in Bangkok and 3) marketing development guidelines that affect herbal drink repurchase intentions in Bangkok. By using mixed methods research, quantitative research. The sample consisted of 380 people aged 18 years and over, both males and females in Bangkok who had drank herbal drinks at least once, were selected by multi stage sampling. The tool is a questionnaire. Data were analyzed using descriptive statistics and structural equations. qualitative research 15 key informants consist of 1) herbal drink producers and entrepreneurs; 2) herbal drink consumers in Bangkok area and 3) academic groups from educational institutions and private organizations. selectively select. The tools are documentary research and in-depth interviews. The data analysis was done using content analysis.

The research results revealed that: 1) marketing innovation and digital marketing. Overall, it was found that it was at a high level. consumer attitudes, brand value and repeat purchase intention. Overall, it was found to be at a moderate level, 2) the influence of brand value, consumer attitudes, marketing innovation and digital marketing on the intention to repurchase herbal beverages of consumers in Bangkok according to the hypothesis, 3) the herbal beverage market development guidelines have 4 main steps. 1) Study and improve herbs, 2) market research to understand the needs of the target group, 3) create a brand that emphasizes value and difference, 4) consider to deliver products that are fast and attractive