ปัจจัยการตลาดและการรับรู้คุณค่าตราสินค้า ที่ส่งผลต่อการตัดสินใจซื้อน้ำดื่มผสมวิตามิน ผ่านแอปพลิเคชันลาซาด้า

Abstract

This independent study is about marketing factors and perceptions of brand value that affect the decision to purchase vitamin-infused drinking water through the Lazada application. The objective is to study marketing communication factors and brand value perceptions that affect the decision to purchase vitamin-infused drinking water through the Lazada application. and to study the decision-making process for purchasing vitamin-infused drinking water through the Lazada application. The researcher analyzed issues related to marketing communication factors and brand equity perceptions from a review of related literature and research. Developed to create questionnaires and collect data from sample groups. The researcher determined the population and sample to be There are 384 consumers who have purchased vitamin water via the Lazada application. The results of the study of general information of the respondents found that the majority of respondents There are more females than males, and LGBTQ+ accounted for 59.00 percent, with the greatest age range being 21 - 30 years, accounting for 73.90 percent. Most of them lived in the central region. Accounting for 47 percent, the highest status is single. Accounting for 76 percent and most having a bachelor's degree level. Accounting for 79 percent, most of them are students/students. Accounting for 39 percent, the highest average monthly income is 15,001 - 25,000baht, accounting for 32 percent. The results of hypothesis testing using statistics using multiple regression analysis by selecting independent variables into the regression equation using the Stepwise technique to test research hypotheses. The results of the hypothesis testing found that Problem Recognition on Marketing promotion factors, perceived quality, brand association and brand loyalty. Information Search on Marketing promotion factors, brand association and brand loyalty. Evaluation of Alternatives on Price factors, marketing promotion, brand association and brand loyalty. Post Purchase Evaluation on Product factors, place, perceived quality, brand association and brand loyalty.