AN ANALYSIS OF FACTORS THAT INFLUENCE CUSTOMERS’ PURCHASE DECISIONS OF GMMTV MERCHANDISE

Abstract

The Thailand film industry is at the peak of its popularity. GMMTV, as one of the producers of Thai series or dramas, has received a lot of support and caught vast attention from domestic and foreign fans, including Indonesia. Successful with the original series, GMMTV started to see another opportunity by launching merchandise. With the fans’ enthusiasm, these merchandise of GMMTV always sold out, caused to various factors influencing customer decisions. This paper will discuss the customer behavior of GMMTV fans. This research used associative quantitative approaches. The technique of sample collecting was probability sampling with a purposive approach, and snowball sampling consisted of 50 samples who were fans of GMMTV that had purchased merchandise from GMMTV. The method of data collecting in this research used a questionnaire using Google Forms and a literature study. The technique of data analysis used is the normality test, multicollinearity test, heteroscedasticity test, multiple linear regression analysis, multiple correlation analysis, coefficient of determination (R²), and t-test (partial test). The results showed a significant simultaneous effect between the factors influencing (cultural, social, personal, and psychological) purchasing decisions. Meanwhile, the results of the research partially showed a significant influence on social and psychological variables on purchasing decisions