Influence of Product Quality Service Quality and Received Value Affecting Consumers’ Purchasing Decisions of Coffee in Bangkok

Authors

  • ฐนันวริน โฆษิตคณิน -

Keywords:

Product Quality, Service Quality, Received Value, Purchasing Decisions

Abstract

This study aims to study the product quality service quality and received value affecting consumers’ purchasing decisions of coffee in Bangkok. By using questionnaires as a tool to collect data from people who like coffee in Bangkok which has an uncertain number. The sample consisted of 398 samples. The data were collected using a simple random sampling method. The statistics used in the data analysis were percentage, mean, standard deviation simple regression analysis and multiple regression analysis. The results of the research revealed that product quality, product quality brand and the standard they had a statistically significant influence on purchasing decisions at the 0.05 level, service quality, service provider competency service access and hospitable had a statistically significant influence on the purchase decision at the 0.05 level and the received value in terms of monetary value emotional value and the value of utilization had a statistically significant influence on purchasing decisions at the 0.05 level.

References

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Published

2023-06-30

How to Cite

โฆษิตคณิน ฐ. (2023). Influence of Product Quality Service Quality and Received Value Affecting Consumers’ Purchasing Decisions of Coffee in Bangkok. Sahasat: Journal of Social Sciences and Humanities, 23(1), 114–127. retrieved from https://so02.tci-thaijo.org/index.php/sahasart/article/view/259880

Issue

Vol. 23 No. 1 (2566): January - June

Section

Research Article

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Copyright (c) 2023 ฐนันวริน โฆษิตคณิน

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