THE INFLUENCE OF DIGITAL MARKETING, BRAND AWARENESS, AND BRAND LOYALTY ON THE REPURCHASE INTENTION OF TRAVEL ACCIDENT INSURANCE THROUGH ONLINE PURCHASING CHANNELS AMONG CONSUMERS IN THAILAND
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This research aims to explore the influence of digital marketing, brand awareness, and brand loyalty on the repurchase intention of travel accident insurance through online purchasing channels among consumers in Thailand. This study used a quantitative research method. The 400 respondents of this study consisted of consumers in Thailand who had purchased travel accident insurance through online purchasing channels for both domestic and international travel at least one time. The research instrument used in this study was an online questionnaire. The data analysis in this study used Structural Equation Modeling with the Partial Least Squares approach (PLS-SEM) for testing the hypothesis. The research found that all direct effects are positive and significant at the 0.05 level, such as digital marketing to brand awareness (β = 0.8599, t = 20.6189, p < 0.001) and brand loyalty to repurchase Intention (β = 0.3945, t = 3.6300, p = 0.0003). Digital marketing also has strong indirect effects on repurchase intention (β = 0.8105, t = 23.1586, p < 0.001) and brand loyalty (β = 0.2549, t = 2.3140, p = 0.0209). These results confirm that brand awareness and brand loyalty act as important mediators that transmit the effect of digital marketing to repurchase intention.
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