Chulalongkorn University Theses and Dissertations (Chula ETD)

Other Title (Parallel Title in Other Language of ETD)


Year (A.D.)


Document Type

Independent Study

First Advisor

San Sampattavanija


Faculty of Economics (คณะเศรษฐศาสตร์)

Degree Name

Master of Arts

Degree Level

Master's Degree

Degree Discipline

Business and Managerial Economics




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.

Included in

Economics Commons



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