The Influence of brand image on the purchasing decisions of Generation Y female consumers toward Sabina brand in Bangkok.

Abstract

This study aims to investigate the influence of brand image on the purchasing decisions of Generation Y female consumers toward Sabina brand in Bangkok.

A quantitative research approach was employed, utilizing an online questionnaire as the primary data collection tool. Content reliability was verified using Cronbach's alpha with a pilot sample of 30 participants, yielding a reliability coefficient of 0.81 (0.83 for brand image and 0.79 for purchasing decision). The main survey was conducted with 354 Generation Y female respondents, residing in Bangkok, selected through cluster sampling. The reliability of the main data collection increased to 0.87 (0.86 for brand image and 0.87 for purchasing decision). Descriptive statistics were used to analyze respondent demographics, brand image perception, and purchasing decisions, focusing on means and standard deviations. Hypothesis testing was conducted using Pearson’s correlation coefficient at the 0.01 significance level.

The findings reveal that brand image has a statistically significant positive influence on purchasing decisions toward Sabina brand among Generation Y females in Bangkok, both in overall and individual dimensions. Specifically, the three dimensions of brand image— brand strength, brand affinity, and brand identity significantly affect purchasing decisions, confirming the study’s hypothesis.