Influence of Satisfaction as a Mediator Linked to Marketing Mix and Brand Image to Purchase Intention of Optical Film Within Around Thonburi, Bangkok

Abstract

The objectives of this research were as follows: 1) to study marketing mix factors, brand image, satisfaction, and purchase intention; 2) to study the satisfaction as mediator connecting marketing mix factors with brand image to purchase intention to use 3M Sun Control Window Film Service of clients in Thonburi area, Bangkok. Research tool was questionnaire, developed from the literature review. Data were collected from 520 clients by Stratified Random Sampling and Simple random sampling of 3M Sun Control Window Film Service in Thonburi area, Bangkok under the concept of Hair et al. (2006). Statistics used in this research were frequency, percentage, mean, and Standard Deviation. Structural Equation Model (SEM) was analyzed by using Smart PLS Program. The results revealed that: 1) Overall marketing mix, brand image, satisfaction, and purchase intention level were in high level; and 2) Satisfaction as a mediator linked to marketing mix and brand image to purchase intention of optical film within around Thonburi of Bangkok, sorted by overall influence consisted of satisfaction (SAT) (TE=0.342), brand image (BI) (TE=0.487), and marketing mix has an overall on purchase intention (7PS) (TE=0.377). Which shows that brand image has an overall on purchase intention more than connecting to influence on satisfaction.