AN ANALYSIS OF FACTORS THAT INFLUENCE CUSTOMERS’ PURCHASE DECISIONS OF GMMTV MERCHANDISE - Research on fans' buying decisions

Aug 27, 2026

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Thailand’s film industry has reached peak popularity, with GMMTV attracting domestic and international fans through Thai series and dramas. Building on successful original productions, GMMTV expanded into officially launched merchandise, which often sold out and raised interest in the behaviors behind purchases. This paper examines GMMTV fans’ customer behavior using associative quantitative methods with a questionnaire and literature study. Findings show significant simultaneous effects from cultural, social, personal, and psychological factors, with partial significance for social and psychological variables.

LanguageEnglish

CategoryResearch & Report

FormatPDF

Pages7

Reading Time18 min

AccessFree to download

Introduction

Creative industry and Thai series popularity

GMMTV merchandise strategy and product placement

Research Methodology

Sampling approach and respondents

Data collection tools

Data analysis techniques

Findings and Discussion

Simultaneous influence of influencing factors

Partial influence of social and psychological variables

AN ANALYSIS OF FACTORS THAT INFLUENCE CUSTOMERS’ PURCHASE DECISIONS OF GMMTV MERCHANDISE Millenie Febriyanri1, Sugianto2 1,2Politeknik Tonggak Equator, Pontianak, Indonesia [Email: milleniefebriyanri@gmail.com](Email: milleniefebriyanri@gmail.com1)[1](Email: milleniefebriyanri@gmail.com1) , [Sugianto.kampus@gmail.com](Sugianto.kampus@gmail.com2)[2](Sugianto.kampus@gmail.com2) 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. Keywords: fans, GMMTV, merchandise, purchasing decisions, Thailand Introduction The creative industry is growing day by day and adapting to the audience’s tastes. Film and music are the sub-sectors of the creative industry that catch vast attention from teenagers to adults. Assisted by using technology and internet networks, creative industries can provide opportunities for each country to enter and introduce its culture to the global market. Thailand is starting to show the creativity of its human resources. Thailand’s film industry can elevate its existence by carrying out social issues themes or taboo genres for some people. The success of the Thai series can be seen in the series entitled 2gether: The Series. An article in Time Out Bangkok notes that thanks to 2gether: The Series, the streaming channel LINE TV increased from just five percent in 2019 to 34 percent in 2020, especially during the Covid-19 pandemic (Koaysomboon, 2020) . Seeing this great success, GMMTV, the producer of 2gether: The Series, continues to develop and direct its attention to making other original series. Based on company information, GMMTV, an entertainment subsidiary of GMM Grammy with the slogan “to be a leader in fully-integrated entertainment business and to engage with consumers through multi channels,” offers unique entertainment that can produce and deliver high-quality local content in Thailand and further expand; GMMTV intends to target the international market. Thriving as a series producer, GMMTV began to see other business opportunities besides entertainment. Seeing much admiration for their artists, GMMTV intends to take advantage of fans’ love and use this opportunity well by launching official merchandise, such as bags, drinking bottles, clothes, key chains, et cetera. GMMTV introduces its merchandise by implementing a product placement strategy or product placement into its production series. According to Hudson and Hudson (2006, as cited in Jiang et al., 2018) , product placement strategies in modern times have become more complex because product and service advertising is not overtly advertised in films but is embedded into

FAQs

What does the study analyze about GMMTV fans?

The study analyzes the factors influencing customers’ purchase decisions regarding GMMTV merchandise among GMMTV fans.

How was the research conducted?

It used associative quantitative approaches with questionnaires via Google Forms and a literature study, using probability sampling and snowball sampling with 50 fan respondents.

Which factors significantly affect purchase decisions?

Cultural, social, personal, and psychological factors show significant simultaneous effects, while social and psychological variables show significant partial influence.

Aug 27, 2026

Upload by Riley