SOCIAL MEDIA INFLUENCE, SERVICE QUALITY AND ONLINE MARKETING FACTORS TOWARDS CUSTOMER PURCHASING DECISION OF OVERSEAS BRANDED COFFEE SHOPS IN BANGKOK

Abstract

This research aims to point out important factors for a business to shout out their name and make their brand awareness among people online about this modern generation. Beside general factors like Price, Location, Taste of coffee, the independent variables in this study will support dependent variables on how customer make their wise decision on purchasing for overseas branded coffee shops in Bangkok such as Social Media Influence, Online marketing and Service Quality. Sub Variables for Social Media Influence includes Engagement Insights, Post Reach and Content Creation dictates how important social media could reach to audience to attract new customers and whether or not audience is seeing business’s new content and be aware. Sub Variables for Online Marketing proves a way on how online advertising works such as social media advertising, ads running on various platforms, mobile and email marketing to remind customer to come back again. Besides what is posted online, the actual service that will be provided at the store is a very important sub variable so customers would love to come back to purchase again which are Responsiveness, Quality Reliability and Customer Satisfaction. This research will be conducted through the questionnaire that will be handed out via Google form to 400 people in Bangkok who loves going to Overseas Branded Coffee shops on how they prefer and make decision on going there based on their image in social media. The result would indicate whether sub-variance (Social Media Influence, Online Marketing and Service Quality) contributes and supports dependent variable (Customer purchase decision) raises above.