MANAGEMENT FACTORS AFFECTING BRAND EQUITY OF SHOPEE PAY IN BANGKOK METROPOLITAN AREA

Abstract

This study aimed to 1) examine the service marketing mix factors (7Ps) of Shopee Pay, 2) investigate the level of brand equity of Shopee Pay, and 3) analyze the influence of the service marketing mix factors on the brand equity of Shopee Pay in Bangkok Metropolitan Area. This research employed a quantitative approach using a questionnaire as the research instrument to collect data from 384 respondents. The data were analyzed using descriptive statistics, including frequency, percentage, mean, and standard deviation, and inferential statistics using multiple regression analysis at a significance level of 0.05. The results revealed that the overall service marketing mix factors of Shopee Pay were at a moderate level, while the overall brand equity of Shopee Pay was at a high level. Furthermore, the factors of process, physical evidence, product, and promotion significantly influenced the brand equity of Shopee Pay, with process being the most influential factor. The findings of this study can be applied as guidelines for developing marketing strategies for Shopee Pay, with a focus on enhancing user experience, convenience, and system security to strengthen brand equity in the long term.

Keywords: Shopee Pay, E-Wallet, Consumer Perception, Mobile Payment