Paper Title
THE INFLUENCE OF MARKETING MIX, SOCIAL MEDIA, AND BRAND TRUST ON CUSTOMERS' HOUSING ESTATE PURCHASE INTENTION

Abstract
The research purposed to study the influence of marketing mix, social media, and brand trust on customers of housing estate purchase intention in Ubon Ratchathani province, Thailand. A questionnaire with a reliability coefficient (0.985) at a very high level was used in this study. Area sampling of the housing estate was collected from 216 customers in Ubon Ratchathani province. The statistics were descriptive, ANOVA, and multiple regression analysis. The results showed that different types of gender, age, education, house price, and house brand differ in customers' house purchase intention. The marketing mix, social media, and brand trust can explain the customer purchase intention of housing estate 67%. Two main variables affect customer purchase intention of a housing estate: the regression coefficient of brand trust (β = 0.42**) and marketing mix (β = 0.297**), respectively. This study contributes to the existing literature and suggests that entrepreneurs of housing estates develop brand strategies to make the customers trust and believe in the quality of housing estate to purchase in the future. Keywords - Marketing Mix, Social Media, Brand Trust, Purchase Intention, House Estate