Credibility as an Intermediate Variable that connects Marketing Mix and Service Quality to Purchase Intention Use of Line Man’s Mobile Application within around Salaya Subdistrict, Nakhon Pathom

Abstract

The objectives of this research were 1) to study the factors marketing mix, service quality, credibility, and purchase intention 2) Credibility as an intermediate variable that connects marketing mix and service quality to purchase Intention. The tool used in this research was a questionnaire to collect data with Line Man’s mobile application that users presented in the Salaya subdistrict 300 persons. 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, service quality, credibility, and purchase intention were at a high level with an average value of 4.19, 4.08, 4.11, and 4.39 respectively, and standard deviation; 499, .476, .448, and .356 respectively 2) Credibility as an intermediate variable that connects marketing mix and service quality to purchase Intention use of Line Man’s mobile application within around Salaya subdistrict, Nakhon Pathom. By sorting the values according to the total influence, credibility (TE=0.319), service quality (TE=0.474), and marketing mix have a combined influence on purchase intention (TE=0.402). It was shown that the service quality influence purchase intention more than marketing mix and credibility to purchase intention of Line Man’s mobile application that users.