Factors Affecting the Decision to Repurchase Roza Brand Canned Fish Products of Operators of Make-To-Order Restaurants in Mueang District, Nonthaburi Province

Abstract

This research aims to examine (1) the marketing mix factors influencing the repurchase decision of Rosa canned fish products among made-to-order restaurant entrepreneurs in Mueang District, Nonthaburi Province, and (2) the brand equity factors affecting the repurchase decision of the same product. The study employed a quantitative research approach. Data were collected from 280 made-to-order restaurant entrepreneurs located in Mueang District, Nonthaburi Province. The samples were selected using a convenience sampling method through field surveys across different subdistricts, and respondents voluntarily participated in the questionnaire survey. The research instrument was a structured questionnaire that was tested for content validity and reliability prior to data collection. Data analysis was conducted using descriptive statistics and Partial Least Squares Structural Equation Modeling (PLS-SEM) to examine the causal relationships among the study variables.

The results revealed that the marketing mix factors had a positive and statistically significant influence on the repurchase decision of Rosa canned fish products at a significance level of .000, with a path coefficient of 0.437. In addition, brand equity factors also showed a positive and statistically significant effect on the repurchase decision at a significance level of .000, with a path coefficient of 0.406. Furthermore, both factors jointly explained 64.40 percent of the variance in repurchase decision behavior. The findings indicate that marketing mix and brand equity play crucial roles in influencing the repurchase decisions of made-to-order restaurant entrepreneurs. Therefore, businesses and manufacturers should focus on developing effective marketing strategies, particularly appropriate pricing strategies and promotional activities that respond to customer needs. Moreover, strengthening brand equity is essential for enhancing customer trust, confidence, and brand loyalty, which can ultimately lead to higher repurchase intentions and sustainable competitive advantage in the market.