FACTOR PERCEPTION OF CELEBRITIES AFFECTS TO THE PURCHASE DECISION OF TRIATHLON PRODUCT
Main Article Content
Abstract
Purpose
This research was to study factors perception and measure in trustworthiness, expertise, attractiveness, respect and similarity that affects to the purchase decision of triathlon product.
Methods
The sample of research consisted 401 Thai people who were 5 criteria. This research used questionnaires as the method to collect data with coefficient alpha equal 0.79. Data were processed by applying descriptive statistics which were frequency, percentage, mean and standard deviation. The research also was analyzed by Multiple Regression with statistical significance at 0.05.
Results
Factors perception level and the purchase decision of triathlon product found that overall of the samples scored in high level. Perception of attractiveness, respect, similarity were affected to purchase decision of triathlon product who living in Bangkok. The most important factor to purchase of triathlon product was recommendations for online reviews and the decision to buy that kind of product again in the future when satisfied with the experience of consuming.
Conclusion
Therefore, business regarding triathlon products should to concern marketing in this channel.
Article Details
This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.
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