This study aims to investigate the impact of perceived quality, product design, and celebrity trustworthiness on purchase intention of Honda cars to increase the company's market share in Thailand. The research was conducted using a convenience sampling method, and data was collected from 266 Thai citizens using a 30-question Google Form questionnaire with a 7-point Likert scale(1 = Totally disagree, to 7 = Totally agree). Three conceptual models were developed: the main-effect only model, the moderation model with brand loyalty as a moderator, and the mediation model with brand satisfaction as a mediator. Before analyzing the data, four low-quality questions were eliminated using the Exploratory Factor Analysis (EFA), Barlett’s test, and Eigenvalue. Reliability was assessed using Cronbach's alpha, while validity was evaluated using the Average Variance Extracted (AVE) and Confirmatory Factor Analysis (CFA). Linear regression was used to assess the main-effect only model, while the moderation and mediation models were analyzed by creating mean-centric variables and testing for interaction effects. The results indicated that perceived quality and celebrity trustworthiness had a positive impact on purchase intention. Moreover, brand satisfaction mediated this relationship, reinforcing the importance of customer satisfaction in influencing purchase behavior. Managerial implications are also provided in this study.

CHAPTER I
Introduction---------------------------------------------1

CHAPTER II Conceptual model development
Main effect only model---------------------------------- 3
Moderation Model---------------------------------------4
Mediation Model---------------------------------------- 6

CHAPTER III Methodology
Research Design---------------------------------------- 9
Data Collection------------------------------------------9

CHAPTER IV Findings and Analysis
Validity and Reliability---------------------------------- 10
Main-Effect Only Model Analysis------------------------11
Moderation Model Analysis----------------------------- 12
Multicollinearity test------------------------------------ 13
Mediation Model Analysis-------------------------------14

CHAPTER V Conclusion and managerial implication
Discussion---------------------------------------------18
Managerial Implication--------------------------------- 20

CHAPTER VI
Limitation and future research--------------------------21
REFERENCE--------------------------------------------22
APPENDIX A--------------------------------------------24

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