Year: 2025
Type: article
Study design: Observational Study
Abstract: This research aims to: 1. examine the decision-making process of consumers in selecting café services and 2. analyze the brand equity factors influencing consumer decisions to visit coffee cafés in La-ngu District, Satun Province. The sample group consisted of 400 consumers who had chosen to visit coffee cafés in the district. Data were collected using a convenience sampling method at cafés located in key economic areas, including La-ngu Subdistrict, Kamphaeng Subdistrict, and Pak Nam Subdistrict. These areas serve as economic hubs of the district and are near major tourist attractions such as Tarutao National Park and Koh Lipe, which are popular destinations for both domestic and international tourists. For data analysis, the study employed descriptive statistics, including percentage, mean, and standard deviation, alongside inferential statistics using stepwise multiple regression analysis to examine the influence of brand equity variables on the decision-making process. The findings indicate that brand equity consists of four key factors: 1. brand attachment, 2. brand loyalty, 3. brand awareness, and 4. perceived quality. These factors significantly influence consumer decision-making in choosing a coffee café, collectively predicting the decision-making process with an accuracy of 78.4% at a statistical significance level of .001. The study provides valuable insights for coffee café entrepreneurs to enhance and implement effective branding strategies. By fostering customer-brand attachment, strengthening brand loyalty through high-quality service, and ensuring clear brand communication, café businesses can increase consumer trust, enhance customer satisfaction, and gain a competitive advantage in the highly competitive café industry.
Language: Thai
Subfield: Marketing
Domain: Social Sciences
Open Access status: diamond
OpenAlex ID: W7219220875