Brand Equity Influencing the Purchase Decision of Construction Materials of Fameline Brand in Bangkok and Its Vicinity
Keywords:
Brand equity, Purchase decision, Construction MaterialsAbstract
This research aimed to investigate the influence of brand equity on the purchase decision of building decorative materials of Fameline Products Co., Ltd. The study employed a quantitative research approach. The sample was selected using purposive sampling and consisted of the first 300 consumers of Fameline Products listed in the company's customer database. A questionnaire was used as the research instrument. The content validity of the questionnaire was assessed using the Index of Item-Objective Congruence (IOC) by five experts, yielding an IOC value of 0.80. The reliability of the questionnaire was examined using Cronbach’s Alpha Coefficient, with values ranging from 0.725 to 0.921. The data were analyzed using descriptive statistics, independent samples t-test, one-way ANOVA (F-test), and multiple regression analysis. The results revealed that demographic factors, specifically age and occupation, significantly influenced purchasing decisions at the 0.05 level. Regarding brand equity, all dimensions significantly influenced the purchase decision of building decorative materials. Brand loyalty had the strongest influence (β = 0.561), followed by brand association (β = 0.214), brand awareness (β = 0.117), and perceived quality (β = 0.107), respectively. The coefficient of determination (R²) was 0.831, indicating that 83.1% of the variance in purchase decision could be explained by the brand equity variables.
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