THE EFFECT OF BRAND EQUITY AND ELECTRONIC WORD OF MOUTH ON BRAND IMAGE INTENDING TO ENTER THE SERVICE OF A SHABU-TYPE BUFFET RESTAURANT, CASE STUDY IN THE UPPER SOUTHERN REGION

Abstract

This study aimed to 1) examine the brand equity factors influencing the intention to use Shabu buffet restaurants in the upper southern region of Thailand, and 2) investigate the electronic word-of-mouth (eWOM) communication factors affecting the intention to use Shabu buffet restaurants in the same region. The sample group consisted of 400 customers who used Shabu buffet restaurant services and resided in the upper southern region of Thailand, which includes Chumphon, Surat Thani, Nakhon Si Thammarat, Krabi, Ranong, Phang Nga, and Phuket provinces. The sampling method employed was purposive sampling. The research tool used was a questionnaire, and the statistical methods for data analysis included descriptive statistics such as percentages, means, and standard deviations, as well as inferential statistics, specifically multiple regression analysis, at a significance level of 0.05. The results revealed that 1) Brand equity factors, including brand awareness and brand association, significantly influenced the intention to use Shabu buffet restaurants in the upper southern region at a 0.05 significance level and 2) Electronic word-of-mouth (eWOM) communication significantly affected the intention to use Shabu buffet restaurants in the upper southern region at a 0.05 significance level.