Effect Of Integrated Marketing Communication And Brand Value Perception Toward Purchase Intention Of Local Coffee Brand As The Perspective Of Customers In Amphurmuanglampang, Lampang Province
The research aims to (1) study the integrated marketing communication, brand value perception, and purchase intention and (2) examine the integrated marketing communication and brand value perception toward the purchase intention of local coffee brand as the perspective of customers in Muang District, Lampang Province. It is a quantitative research. The sample included 140 customers who purchased a local coffee brand in Muang District, Lampang Province. The research instrument was a questionnaire based on the descriptive statistics as percentage, mean and standard deviation and inferential statistics were analyzed by Path Analysis technique. The results show that customers who bought the local coffee brand had a high level in all factors. The purchase intention was rated firstly (3.80), followed by brand value perception (3.75) and final the integrated marketing communication (3.62). Referring to the Path Analysis, it was found that brand value perception had the most direct influence on the purchase intention of the local coffee brand with the path coefficient as 0.622, followed by the integrated marketing communication had the direct influence on brand value perception with the path coefficient as 0.471, and the integrated marketing communication had a direct influence on the purchase intention with the path coefficient as 0.126, respectively.
Keywords - Integrated marketing Communication, brand value perception, purchase intention