บัณฑิตวิทยาลัย http://dspace.bu.ac.th/jspui/handle/123456789/130 2026-08-22T04:25:51Z 2026-08-22T04:25:51Z May Diana Rahmania http://dspace.bu.ac.th/jspui/handle/123456789/5972 2026-08-21T03:44:06Z 2024-01-01T00:00:00Z

Title: The Effect of Market Orientation, Innovation, and Entrepreneurial Orientation to the Competitive Advantage of the Coffee Shops in Indonesia Authors: May Diana Rahmania Abstract: This study investigates the effect of marketing orientation, innovation, and entrepreneurial orientation on the competitive advantage of coffee shops in Indonesia. The study adopted qualitative and quantitative approaches, utilizing a questionnaire and in-depth interviews to collect quantitative data. The sample is 200 coffee shops in Indonesia who have run the business for two years or more. The researcher interviewed respondents who are three business owners/ managers who have a coffee shop that is unique from their competitors. The quantitative data is analyzed using descriptive statistics and multiple regression analysis, and the qualitative data is analyzed using deductive analysis. The findings of the study revealed that market orientation, innovation, and entrepreneurial orientation have a positive and significant effect on the competitive advantage of coffee shops in Indonesia. The most important factor that influences the competitive advantage is entrepreneurial orientation, followed by innovation and market orientation. The findings from the interview revealed that to gain a competitive advantage, the coffee shops provide high-quality coffee products, offer a variety of flavor options, and create a comfortable place. To survive during competition, the coffee shops are doing online advertisements on social media, inviting influencers regularly to promote coffee products, and paying attention to customers’ preferences/ requirements/ demands by engaging customers on social media or conventionally. The coffee shops distinguish themselves from their competitors by offering unique decorations or selling experiences and inspiration. To support the innovations offered, coffee shops have compatible coffee machines and sufficient knowledge to be creative with the menu. Coffee shops proactively seize the opportunity to increase their sales by giving promos during certain seasons, teaching sign language programs in schools/campuses/corporates, and visiting other coffee shops to understand their position in the market.

2024-01-01T00:00:00Z Hsu Lei Hnin http://dspace.bu.ac.th/jspui/handle/123456789/5971 2026-08-21T03:43:51Z 2025-01-01T00:00:00Z

Title: Influence of Brand Image on Customer Retention in Pullman Yangon CenterPoint Hotel Authors: Hsu Lei Hnin Abstract: The Purpose of this research were 1) to learn about customer retention at Pullman Yangon CentrePoint Hotel, 2) to study the satisfaction level of Pullman Yangon CentrePoint Hotel, and 3) to study brand awareness factors, brand Experience, brand loyalty influencing customer retention at PYC. The subjects were 300 respondents of visitors who visited the PYC at least two times. The research instrument for this study involved a self-administered questionnaire comprising screening questions, demographic factors, independent variables, and dependent variables. Dichotomous, category scale, and Likert scale questions were employed to gather data on customer experiences at PYC, focusing on brand factors influencing customer retention. The systematic results of the hypothesis testing reveal significant positive influences of brand awareness, brand experience, and brand loyalty on customer retention at PYC. The findings, derived through Multiple Regression Analysis, provide valuable insights into the interplay of these brand factors, with hypotheses all being supported. Description: Thesis (M.B.A)--Graduate School, Bangkok University, 2024

2025-01-01T00:00:00Z Donnaya Lueangthong http://dspace.bu.ac.th/jspui/handle/123456789/5970 2026-08-15T06:30:13Z 2024-01-01T00:00:00Z

Title: The Impact of Brand Awareness, Consumer Lifestyle, and Service Quality Factors towards Consumer Buying Behavior: A Case Study of the Hospitality Industry in Bangkok. Authors: Donnaya Lueangthong Abstract: This research aims to explore the impact of Brand Awareness, Consumer Lifestyle, and Service Quality on consumer buying behavior within the hospitality industry in Bangkok. The study investigates how these three independent variables influence consumer decisions, loyalty, and purchasing patterns. The sub-variables under Brand Awareness include recognition, recall, and perceived brand image. For Consumer Lifestyle, factors such as growth, quality, and innovation were examined in relation to consumer preferences and buying decisions. Service Quality was analyzed through aspects like buying patterns, customer service, and public perception. A quantitative research approach was used, with data collected from 328 respondents residing in Bangkok via a structured questionnaire distributed through online platforms. The study employed descriptive and inferential statistical methods to analyze the collected data. The findings indicate that all three independent variables - Brand Awareness, Consumer Lifestyle, and Service Quality - significantly affect consumer buying behavior. The results highlight the importance of these factors in shaping consumer loyalty, repurchase intentions, and the overall purchasing experience in the hospitality sector. This study provides valuable insights for businesses aiming to enhance their marketing strategies and improve customer satisfaction in the competitive hospitality industry in Bangkok.

2024-01-01T00:00:00Z LE HO MY UYEN http://dspace.bu.ac.th/jspui/handle/123456789/5967 2026-08-15T05:48:17Z 2025-01-01T00:00:00Z

Title: Narrative Storytelling In Chinese And Vietnamese Idol Survival Program: The Comparison Between Produce Camp 2021 (CHUANG 2021) And Vote For Five Authors: LE HO MY UYEN Abstract: This study investigates the narrative storytelling elements in Chinese and Vietnamese idol survival shows through a comparative analysis of CHUANG 2021 from China and Vote For Five from Vietnam. Using Meir Sternberg's narrative dynamics and Saussure’s Semiotics Theory, the research examines how storytelling is constructed through semiotic and narrative techniques in each program. A qualitative content analysis was conducted, focusing on key components such as visual elements, contestant interactions, performance settings, and linguistic diversity. Saussure’s Semiotics Theory provides a lens to analyze the use of semiotic elements, such as costumes, set designs, and visual consistency, in shaping audience perceptions. In CHUANG 2021, a high level of visual cohesion is evident across performances and behind-the-scenes footage, with contestants’ dormitory life and multilingual conversations adding depth to their portrayals. In contrast, Vote For Five demonstrates less visual consistency, with performance costumes and set designs varying significantly across episodes. Moreover, contestant interactions and behind-the-scenes content are minimally featured, focusing more on the performances themselves. Meir Sternberg’s concept of narrative dynamics—prospection-suspense, retrospection-curiosity, and re-cognition-surprise—reveals differing approaches to storytelling. In CHUANG 2021, these narrative values are systematically embedded across the show’s semiotic and narrative elements, creating a cohesive and engaging story arc. Conversely, Vote For Five applies these dynamics inconsistently, leading to less structured storytelling. This research highlights how cultural and production contexts influence the narrative strategies of idol survival shows. The findings provide insights into how storytelling techniques can enhance audience engagement, offering recommendations for producers to refine their approaches in emerging markets like Vietnam, where the idol industry is still developing. Description: Independent Study (M.Com.Arts)-Graduate School, Bangkok University, 2023

2025-01-01T00:00:00Z