Influence of Brand Equity as a Mediator connecting the Marketing Mix to Purchase Intention of consumer Bedding within Nongkhaem area, Bangkok

Abstract

The objectives of this research were 1) to study the factors of marketing mix, brand value and consumer decision and 2) to study the brand value as the mediator linking the marketing mix to the consumers' decision to purchase bedding in Nongkhaem District, Bangkok. The tool used in this research was a questionnaire to collect data with decision-makers in purchasing bedding in Nongkhaem District, according to the concept of Hair et al. (2006). The statistics used in the research were frequency, percentage, mean, standard deviation and structural equation model (SEM) analysis by using Smart PLS program. The results of the research showed that 1) the marketing mix was at a high level with an average value of 4.11, the brand value is at the highest level with an average value of 4.52 and the purchase decision is very high with an average value of 4.35 and 2) the brand value is the mediator that intermediary links marketing mix to consumers' bedding purchase decision in Nongkhaem District, Bangkok. By sorting the values according to the total influence, the brand value (BE) (TE=777) and marketing mix have a combined influence on purchasing decisions (7P) (TE=951). It was shown that the market mix influences purchase decisions indirectly through the brand value rather than directly.