The Effect of Marketing Factors and Brand Image Toward Repurchase Decision of Lottery Saving in Chiang Mai Province

Abstract

The purposes of this work are following by 1.) to study the effect of marketing factor toward repurchase decision of Saving Lottery in Chiang Mai province. 2.) to study the effect of brand image toward repurchase decision of Saving Lottery in Chiang Mai province. Survey data were collected from 420 customers who have repurchase Saving Lottery in Chiang Mai province that have confidential value equal to 0.941. Frequency, percentage, average, standard deviation, and Multiple Regression were used in this study.

The results show that 1.) product, price, place, promotion, and process dimensions had a positive impact on customer to repurchase Saving Lottery in Chiang Mai province with statistic significant at 0.05, a multiple correlation coefficient of 0.581, and 32.7% of the repurchase decision can be predicted. Forecast is equal to ± 0.51736. 2.) corporate image, social responsibility, and location had a positive impact on customer to repurchase Saving Lottery in Chiang Mai province with statistic significant at 0.05, a multiple correlation coefficient of 0.550, and 29.6% of the repurchase decision can be predicted. Forecast is equal to ± 0.52893.