The Influence of Brand Equity, Attitude and Motivation through Consumption Value on the Purchase Intention toward Housing Developments among Generation Y Consumers in Northeastern Thailand

Abstract

This research aimed to examine the  influence of brand equity, Attitude,                and Motivation through Consumption Values on Purchase Intention toward housing developments among Generation Y Consumers in Northeastern Thailand. This study employed a quantitative research approach The sample consisted of 400 Generation Y consumers who were born between 1981 and 1994, resided in Northeastern Thailand, had never purchased a housing development, and were interested in or considering purchasing one in the region. The sample was selected using nonprobability convenience sampling. Data were collected using an electronic questionnaire administered through Google Forms.       The data were analyzed using descriptive statistics, including frequency, percentage, mean, and standard deviation, as well as inferential statistics through multiple regression analysis. The findings revealed that the perceived quality dimension of brand equity had a positive and statistically significant influence on purchase intention, whereas the brand awareness and brand association dimensions did not have a statistically significant influence on purchase intention. Regarding attitude, the affective component had a positive                  and statistically significant influence on purchase intention, whereas the cognitive and behavioral components did not have a statistically significant influence on purchase intention. Regarding motivation through consumption values, functional value and conditional value had a positive and statistically significant influence on purchase intention, whereas social value, emotional value, and epistemic value did not have  a statistically significant influence on purchase intention. The findings can serve as guidelines for formulating brand equity strategies, enhancing consumer attitudes, and designing marketing activities aligned with the consumption values of Generation Y consumers to promote purchase intention toward housing developments and improve the effectiveness of marketing planning in accordance with the needs of the target market.