Factors Influencing Customers’ Decision to Purchase Products of Startup Companies in Mekong Delta, Vietnam

This research is done through a survey of 405 respondents who have chosen to consume startup products and industry experts in the Mekong Delta. The research is conducted using the descriptive statistics method, Cronbach's Alpha test, and exploratory factor analysis (EFA) to indicate the factors that affect customers' perceived value and buying decision regarding startup products. These factors include (1) Quality, (2) Social, (3) Price, and (4) Emotion. The results show that quality, price, and emotion have a positive impact on satisfaction level, and has a strong influence on the decision to buy startup products while social factors are not statistically significant. Finally, some managerial implications and suggestions are provided to help startups increase perceived value and customer buying demand