MARKETING INNOVATIONS THAT AFFECT THE DECISION TO REPEAT SERVICE AT KOKORO CAFÉ, SAMUT SAKHON PROVINCE

Abstract

This research aims to study marketing innovations that influence repeat service usage at Kokoro Café in Samut Sakhon Province. It is a quantitative study, with a sample group consisting of 320 customers who have previously visited Kokoro Café. The data collection tool used is a questionnaire, and the data is analyzed using multiple regression analysis. The research findings indicate that the marketing innovation factorsnamely, unique value, customer focus, niche market targeting, product diversity, integrated marketing communication, and adaptability—significantly influence the decision to reuse services at Kokoro Café in Samut Sakhon Province at a statistical significance level of .05. These factors collectively explain 78.00% of the decision to revisit Kokoro Café in Samut Sakhon.