วิทยานิพนธ์ http://dspace.bu.ac.th/jspui/handle/123456789/296 2026-08-26T23:41:32Z 2026-08-26T23:41:32Z 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 Hsu Lei Hnin http://dspace.bu.ac.th/jspui/handle/123456789/5958 2025-04-26T08:44:06Z 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 Peat Winch http://dspace.bu.ac.th/jspui/handle/123456789/5956 2025-04-26T06:43:43Z 2025-01-01T00:00:00Z

Title: An Adoption of a stacking ensemble method to predict noncommunicable diseases in Thailand Authors: Peat Winch Abstract: This study delved into predictive modeling for Non-Communicable Diseases (NCD) prevalence in Thailand, focusing on the significance of Social Determinants of Health (SDH) related features. Through an extensive analysis of various datasets and machine learning models, including Support Vector Regression (SVR), Gradient Boosting Decision Tree (GBDT), Linear Regression (LR), Random Forest (RF), Stacking, and XGBoost, the research evaluated predictive capabilities and explanatory power across different scenarios. Findings revealed the importance of socioeconomic and environmental factors such as household income, air pollution levels, education-related variables, household expenses, and healthcare in predicting NCD occurrence or progression. While SVR occasionally exhibited lower Mean Absolute Error (MAE), it struggled with poor explanatory power, as evidenced by negative or low R-squared and Adjusted R-squared values. Other models, particularly GBDT, RF, and XGBoost, consistently demonstrated superior predictive accuracy and moderate to better explanatory capabilities across various scenarios. The study highlighted challenges including dataset discrepancies, lack of data granularity, and the need for more detailed features, urging future research to address these limitations. Further exploration of additional SDH, incorporation of advanced machine learning techniques, longitudinal studies, and expansion of datasets to include larger and more diverse populations were suggested for improving predictive models' accuracy and explanatory power. These insights offered valuable guidance for healthcare practitioners and policymakers in devising evidence-based strategies to mitigate NCD's impact on public health. Description: Thesis (M.Sc.ITD) - Information Technology and Data Science, Graduate School, Bangkok University, 2025

2025-01-01T00:00:00Z