Chulalongkorn University Theses and Dissertations (Chula ETD)
Other Title (Parallel Title in Other Language of ETD)
การตลาดออนไลน์และโปรโมชั่นของโรงภาพยนต์เมเจอร์ดึงดูดลูกค้าที่มีความจงรักภักดีและเชื่อถือในแบรนด์ได้หรือไม่
Year (A.D.)
2020
Document Type
Independent Study
First Advisor
San Sampattavanija
Faculty/College
Faculty of Economics (คณะเศรษฐศาสตร์)
Degree Name
Master of Arts
Degree Level
Master's Degree
Degree Discipline
Business and Managerial Economics
DOI
10.58837/CHULA.IS.2020.8
Abstract
The purposes of this study, I more consider online marketing and promotions than other factors, that attract consumer brand loyalty. According to consumer brand loyalty, if Major Cineplex uses those factors, it can be led to consumer brand loyalty attention and make Major Cineplex has more consumer brand loyalty. The sample that I used was 178 respondents. For the measurement, I had three typed which are Dichotomous scale, Determinant-choice scale, and Likert scale where Likert scale were 1 to 5. For the statistical descriptive, I used statistic summary such as, mean, median, mode, etc. also provide the frequency of each question. For statistical tool, I used Multiple regression, one sample T-test, independent sample T-test, One-way ANOVA and statistic summary. The result of this paper show that all of the hypotheses are all significant at 95% level. This study confirmed that online marketing and promotions attracted to consumer brand loyalty.
Creative Commons License
This work is licensed under a Creative Commons Attribution-NonCommercial-No Derivative Works 4.0 International License.
Recommended Citation
Kongkeaw, Tanatwee, "Does online marketing and promotions of Major Cineplex attract the consumer brand loyalty?" (2020). Chulalongkorn University Theses and Dissertations (Chula ETD). 7595.
https://digital.car.chula.ac.th/chulaetd/7595