Causal Factors Affecting Loyalty to Buy the International Musical Instrument on Facebook Page of Consumers in Bangkok and Its Vicinity
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Abstract
This research article aimed to develop and validate the coherence of the causal relationship model of loyalty in the purchase of international musical instruments on the Facebook page of consumers in Bangkok and its vicinity and to study the causal factors influencing the loyalty of consumers purchasing universal musical instruments on the Facebook page of consumers in Bangkok and its vicinity. This study was quantitative research. The sample consisted of people who bought an international musical instrument on the Facebook page of consumers in Bangkok and its vicinity of 400 people. The tools used in the research were online questionnaires. The statistics used in data analysis were frequency, percentage, and structural equation models.
The results of this research were the development of causal relationship models consisting of 5 components, which were 1) service quality, 2) trust, 3) image, 4) satisfaction, and 5) loyalty, and the model is consistent with the empirical data to a great extent. The statistics showed the chi-square statistics goodness fit test (χ2) = 228.41, degrees of freedom (df) = 141, CMIN/df = 1.62, GFI = 0.96, AGFI = 0.90, SRMR = 0.03, RMSEA = 0.04. The final result was a predictive coefficient of 0.98, indicating that the variables in the model can explain the variance of the loyalty to buying the international musical instrument on the Facebook page by 98 percent. It was found that the service quality, company image, and satisfaction were respectively influenced by loyalty. The results of this research are useful for entrepreneurs. International music businesses are utilized for marketing plans and to create marketing strategies that are suitable for consumer behavior. This resulted in loyalty to buying the international musical instruments on the Facebook page in the future.
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