BRAND EQUITY TECHNOLOGY ADOPTION AND MARKETING MIX TECHNOLOGY ADOPTION THAT AFFECT DECISION MAKING BUY BYD SEAL BRAND ELECTRIC CAR IN BANGKOK AND SURROUNDING AREAS

Abstract

This study aimed to 1) explore the concept of brand awareness in the decision to buy an electric car, BYD SEAL, of the population in Bangkok and its vicinity, 2) analyze the acceptance of technology in the decision to buy an electric car, BYD SEAL, of the population in Bangkok and its vicinity, and 3) explore the marketing mix in the decision to buy an electric car, BYD SEAL, of the population in Bangkok and its vicinity. The sample group was the population living or originally domiciled in Bangkok and its vicinity using the purposive sampling method, totaling 400 people. The research instrument was a questionnaire. The statistics used for data analysis were descriptive statistics, including percentage, mean, standard deviation, and the underlying statistics used for analysis were multiple regression analysis at the statistical significance level of 0.05. The results showed that 1) brand awareness factors, specifically product quality perception and brand association, significantly influenced the decision to buy the BYD SEAL at a 0.05 significance level. 2) Technology acceptance factors, including ease of use and perceived benefits, significantly influenced the decision. 3) Marketing mix factors, particularly product, distribution, and promotion, also had a significant impact on the decision to buy the BYD SEAL