BRAND EQUITY, PERCEPTION FACTORS, INFLUENCERS ON SOCIAL MEDIA INFLUENCING PURCHASING DECISION AND THE BRAND LOYALTY OF PHUKET TOURISTS

Abstract

The objectives of this research is to study the factors of brand equity, perception factors, the effects of social media influencing the purchasing decisions and the brand loyalty of tourists in Phuket. The sample in this research included 400 people, mostly female students, aged between 18-25, single, held a Bachelor’ s degree and with an average monthly income of 10,001 – 20,000 Baht. The results of hypothesis testing revealed the following: the factors of brand equity, perception factors, and influencers on social media which affected sunscreen product decisions and the brand loyalty of tourists in Phuket at a level of 0.05. The factor of brand equity in brand awareness was able to predict the highest percentage of 73.40% and brand equity in terms of brand awareness were able to predict the highest percentage at 55.10% in terms of brand loyalty with behavioral repeat purchases and purchasing decisions that were able to predict the highest percentage at 65.90% with repeat purchase tendencies.