อิทธิพลของผู้มีชื่อเสียงต่อการตัดสินใจของเจเนอเรชันวายในการเลือกร้านคาเฟ่ในอำเภอเมืองเชียงใหม่

Abstract

This study aims to investigate the influence of celebrities on the decision-making of Generation Y in choosing café services in Mueang District, Chiang Mai Province. The population for this study comprises Generation Y consumers, born between 1980-1997, who have visited cafés in Mueang District, Chiang Mai. A sample of 385 individuals was selected using convenience sampling. A questionnaire was used as the data collection tool. Descriptive statistics, including frequency, percentage, mean, and standard deviation, were employed for data analysis. Hypothesis testing was conducted using multiple regression analysis to identify the characteristics of celebrities that influence Generation Y’s decision-making in choosing café services. The study found that the majority of Generation Y respondents were male, employed in private companies or state enterprises, single, with an average monthly income of more than 50,001 THB. The primary purpose of visiting cafés was to consume desserts and beverages. Most visits occurred on weekends or public holidays, particularly in the afternoon from 1:00 PM to before 5:00 PM. Friends and online media, especially Instagram, were significant influences in their decision to choose café services. The characteristics of celebrities that influenced the decision-making of Generation Y in choosing café services in Mueang District, Chiang Mai, included: Expertise Attractiveness Trustworthiness Respect and Similarity to the target group. The regression analysis revealed that these characteristics significantly influence the decision-making of Generation Y in choosing café services at a statistical significance level of 0.01, with a predictive power of 74.60%.