BRAND ENGAGEMENT INFLUENCE ON TRUST, LOYALTY AND DECISION MAKING ON STATIONERY STORE AT SAKON NAKHON PROVINCE.

Kanpasson  Ekpanithanpong; Premruedee  Jitkuakul

Kanpasson Ekpanithanpong Graduate Student of Kasetsart University, Thailand
Premruedee Jitkuakul Department of Business Management, Faculty of Liberal Arts and Management Science, Kasetsart University, Thailand

Keywords: Brand Engagement, Trust, Loyalty, Decision Making, Stationery Store

Abstract

This research studied brand engagement influence on trust, loyalty, and decision making on stationery store at Sakon Nakhon Province. To develop a business project. This research studied 400 customers, a quantitative research method with quota sampling method, Cronbach’s alpha coefficient of brand engagement influence on trust, loyalty, and decision making on stationery store at Sakon Nakhon Province were 0.95, 0.95, 0.93 and 0.88 respectively, Data were analyzed by descriptive statistics and inferential statistics including Pearson Product-Moment Correlation and Multiple Regression Analysis. The research study indicated that customers’ brand engagement influence on trust, loyalty, and decision making on stationery store at Sakon Nakhon Province, were female at age between 21 – 30 years old, with the highest education of Bachelor’s degree, who works as a civil servant and private business with salary were 15,000 – 25,000 Baht per month. Buying behavior in the stationery store at DOKKHUN (LANPO) for personal use, the frequency of purchasing is more than 1 month at a time, the cost of purchasing is on an average of less than 300 Baht and the duration to be a customer more than 3 years. The results of the research study indicated that customers’ brand engagement influence trust, loyalty, and decision making on stationery Store at Sakon Nakhon Province with mean scores of 3.77, 4.08, 4.09 and 4.11 respectively.
The research results from hypotheses testing found that Brand engagement influence to the brand of the stationery store is related to the trust, the loyalty of customers to the stationery store at Sakon Nakhon with standardized coefficients (β) 0.60, 0.46 respectively. The trust and loyalty of customers are related to the purchasing in the stationery store with β 0.85, 0.86 respectively. Brand engagement influence on the brand of the stationery store is related to the purchasing in the stationery store with β 0.43. In conclusion, Brand engagement influence in customer trust and loyalty to the store, which makes the next purchase in the future.