INFLUENCE OF SERVICE MARKETING MIX AND BRAND EQUITY ON CONSUMER PURCHASE DECISION OF AIMA BRAND ELECTRIC BIKES IN FANGSHAN DISTRICT, BEIJING, CHINA

Abstract

The objectives of this research were to investigate the personal factors that influence consumer purchase decisions of AIMA electric motorcycles in the Fangshan district of Beijing, China. To investigate the factors of the service marketing mix that influence consumer purchase decisions of AIMA electric motorcycles in the Fangshan district of Beijing, China. To investigate the impact of brand equity on consumer purchase decisions for AIMA electric motorcycles in the Fangshan district of Beijing, China. The research population consisted of consumers who use AIMA brand electric bikes and reside in Fangshan District, Beijing, China. Data was collected from a sample of 267 people. The questionnaire was administered to collect data using convenient sampling methods. Data analysis included descriptive statistics such as frequency tables, percentages, means, and standard deviations. Hypothesis testing using t-tests, F-tests, and multiple regression analysis. The analysis of personal factors revealed that the majority of survey respondents are female, aged 21-40, hold a bachelor's degree, are employed in the government/state enterprise sector, and have an income of 4,001-5,000 CNY. The study revealed that personal factors, such as educational and occupational differences, significantly influence the consumer purchase decisions of AIMA electric motorcycles in the Fangshan district of Beijing, China, with statistical significance at the 0.05 level. The elements of the service marketing mix, including product, place, and physical evidence, have a statistically significant impact on the consumer purchase decision of AIMA electric motorcycles in the Fangshan district of Beijing, China, at the 0.05 significance level. Brand equity, which encompasses brand awareness, brand associations, perceived quality, and brand loyalty, has a statistically significant impact on consumer purchase decisions for AIMA electric motorcycles in the Fangshan district of Beijing, China, at the 0.05 significance level.