MARKETING INNOVATIONS AND DECISION TO REPEAT SERVICE AT KOKORO CAFÉ, SAMUT SAKHON PROVINCE

Abstract

This research aims to study the level of marketing innovation and the decision to repeat services 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 descriptive statistics, including frequency, percentage, mean, and standard deviation. The research findings indicate that customers who have previously used the services of Kokoro Café in Samut Sakhon Province have a strongly agree overall perception of the marketing innovation factors, with a mean score of 4.11. When examined by individual aspects, unique value and integrated marketing communication were the strongly agree. Meanwhile, customer focus, niche market targeting, product diversity, and adaptability were rated at a agree level. Additionally, the findings show that the level of repeat service usage decision is at the strongly agree level, with a mean score of 4.26.