THE FACTORS INFLUENCING CONSUMERS' DECISION TO PURCHASE DELL NOTEBOOKS IN BANGKOK

Abstract

This research aims to study the factors influencing consumers’ decisions to purchase Dell notebooks among consumers in Bangkok. The study focuses on seven main factors: Product, Pricing, Distribution Channels, Promotion, Brand Reputation, Social Influence, and Purpose of Use, which includes Personal Purpose, Business Purpose, Educational Purpose, and Recreational Purpose. The sample used in this study consisted of 400 consumers in Bangkok. Data was collected through an online questionnaire Google Forms and analyzed using descriptive statistics, including frequency, percentage, mean, and standard deviation, as well as inferential statistics using multiple regression analysis to test the hypotheses. The results revealed that five sub-factors had a statistically significant influence at the 0.05 level on consumers' decision to purchase Dell notebooks in Bangkok: Product, Pricing, Distribution Channels, Promotion, and Brand Reputation.