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    THE EFFECT OF BRAND EQUITY FROM CUSTOMER’S PERSPECTIVE AND INDUSTRY VALUE ADDED OF ONLINE FOOD DELIVERY IN THAILAND
    (Journal of Suvarnnabhumi Institute of Technology (Humanities and Social Sciences), 2025-06) Niwat Chantharat, Sumana Chantharat and Werapart Nukulkij
    This is a research article that studies brand equity from customer's perspective factors that affect the value-added industry in the online food ordering and delivery industry in Thailand. There are number of sample groups of 400 users of the online food ordering to delivery industry in Thailand, data were collected from simple random sampling and the results were analyzed by using the multiple regression analysis method to test the hypotheses. The results of the hypotheses test founded that marketing mix factors affect value added in the online food ordering to delivery industry in Thailand with statistical significance at the 0.05 level. When considering the results of the multiple regression equation analysis, it was found that the coefficient of the multiple correlation (R) value is equal to 6 1 . 1 percent and the adjusted R square value is equal to 37.3 percent and the significance value is equal to 0.00 and the factors organizational transparency has an influence on value added in the online food ordering and delivery industry in Thailand with statistical significance at the 0.05 level. When considering the results of the stepwise multiple regression analysis, it was found that the multiple correlation coefficient (R) had a value equal to 6 2 .7 percent and an adjusted R square value equal to 61.9 percent and a significance value equal to 0.00.