MARKETING MIX FACTOR AND BRAND EQUITY INFLUENCE ON THE PURCHASING PROCESS TO USE SERVICE THAI LION AIR AIRLINES OF CONSUMER IN BANGKOK

Abstract

The purposes of this research were to study 1) the level of marketing mix factor, brand equity and purchasing process to use service Thai Lion Air airlines 2) the marketing mix factor affecting the purchasing process to use service Thai Lion Air airlines of consumer in Bangkok and 3) the brand equity affecting the purchasing process to use service Thai Lion Air airlines of consumer in Bangkok. This study used a questionnaire to collect information from 385 consumers who used service Thai Lion Air airlines and lived in Bangkok. These statistics were applied in data analysis includes analyzed percentage, mean, standard deviation, and multiple regression analysis at .05 level of significance. The research found that the overall level of marketing mix factor, brand equity, and purchasing process to use service Thai Lion Air airlines of consumer in Bangkok was high. Hypotheses result reveals the marketing mix factor: product, price, place, promotion, people, physical evidence, and process affected the purchasing process to use service. Brand equity: brand awareness, brand association, perceived quality, and brand loyalty affected the purchasing process to use service.