THE STUDY OF MARKETING MIXES(4Ps), CUSTOMER SERVICE AND PRODUCT QUALITY FACTORS TOWARD PURCHASE INTENTION IN STREAMING PLATFORM IN BANGKOK

Abstract

These research aims to understand the factors influencing customers' intention to revisit the restaurant in Bangkok. The three independent variables of this study to understand the dependent variable of customers' purchase intention are the Marketing mix, customer service, and product quality. Sub-variables to test for Marketing mix included their knowledge of product, price, place, and promotion. The sub-variables for customer service consisted of the perceives usefulness, perceives ease of use and accessibility attitude. The sub-variables for product quality included video quality, personalization feature, and platform Usability. Quantitative research was adopted to collect the data from the 332 respondents who were ever purchase a service of Netflix streaming platform was used to collect the survey from social media contacts using Google forms for this study. The questionnaire comprises multiple choices for demographic data and a five-point Likert scale for independent and dependent variables. The statistical software used for analyzing data includes descriptive and inferential analysis. The results of the study showed that all the hypotheses proposed were supported. The results revealed that there is a significant effect between the independent variables (marketing mix, customer service, and product quality) and the dependent variable (purchase intention)