Services Marketing Mix, Brand Equity Perception and Buying Behavior Customer of Customers through Shopee Application

Abstract

This research aimed to study the services marketing mix, brand equity perception and buying behavior of customers through Shopee application. Data were collected from 400 customers using online questionnaire. The statistics for data analysis were frequency, percentage, mean, standard deviation and hypothesis testing by Multiple Regression Analysis. The results showed that most of the customers were female, 15-24 years old, career as students, income less than 10,000 bath/month, buying health and beauty product, using Shopee application for less than 3 months, reason for buying due to variety of products, decision making by themselves, shopping time at 6.01-0.00 pm., average buying 4.29 times/month and average expense at 444.12 baht/time. The services marketing mix of customers through Shopee application in overall was at the highest level. Ranked from the highest, it was place, application process, promotion, product and price, respectively. For the brand equity perception, it was found that the perception of the customers through Shopee application in overall was at the highest level. Ranked from the highest, it was brand associations, brand value, brand royalty, brand quality and brand awareness, respectively. The hypothesis testing found that price has an effect on the shopping frequency while product and price have an effect on the shopping cost. For the brand equity perception, brand royalty has an effect on the shopping frequency while brand value and brand royalty have an effect on the shopping cost.