The Influence of the Marketing Mix Social Media and Brand Trust on Housing Estate Purchase Intensions of Customers in Ubon Ratchathani Province, Thailand
Keywords:
Marketing Mix, Social Media, Brand Trust, Purchase Intentions, House EstateAbstract
This research investigated the influence of personal traits, marketing mix, social media, and brand trust on customers of housing estate purchase intentions in Ubon Ratchathani province, Thailand. The quantitative study used the survey methodology to sample the views of 265 house estate customers. A questionnaire with a very high level of reliability was used in this study. The statistics employed were descriptive, ANOVA and multiple regression analysis (MRA). The study result of ANOVA found that difference gender, age, house prices, and house brand were affected to customers' purchase intentions. The MRA results found that personal traits, marketing mix, social media, and brand trust explained 67.4% of the customer purchase intentions of a housing estate. The variables influenced customer purchase intentions: brand trust, marketing mix, and gender, respectively. This study contributes to the existing literature and recommends that housing developers create brand and marketing mix strategies. The marketing mix ensures that a house product is well-positioned, accessible, and appealing to customers, while brand trust reduces perceived risks and fosters loyalty. Together, they play a crucial role in driving customer purchase intentions and long-term business success. They also need to consider the customer gender especially male to promote their business to make the customers interested in, trust, and believe in the quality of the housing estate to purchase in the future.
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