The study of brand equity influences the purchase intention Disney+ Hotstar of Gen Z consumers in Bangkok

Abstract

          The purpose of this research is to study the brand equity that influences the purchasing decisions of Gen Z consumers in Bangkok for Disney+ Hotstar. Brand value consists of four factors: 1) Brand Awareness, 2) Perceived Quality, 3) Brand Association and 4) Brand Loyalty. The research is quantitative and studied according to the Mono Method Quantitative. A questionnaire is a tool that was used for data collection. The Index of Item Objective Congruence (IOC) assessment method was used to test and reconfirm the validity of the questionnaire before analysing the data. In this study, data was collected from a sample of 400 Gen Z consumers (18–24 years old) who live in Bangkok and subscribe to the Disney+ Hotstar service. Furthermore, the data was statistically analysed with a packaged programme with a statistical significance of 0.05 The research results and hypothesis testing can be concluded that there are two factors affecting the purchase intention of Disney+ Hotstar of Gen Z consumers in Bangkok: Brand Association and Brand Loyalty. In addition, it was found that brand awareness and perceived quality do not affect the purchase intention of Disney+ Hotstar of Gen Z consumers in Bangkok.