SERVICE MARKETING MIX FACTORS AND SOCIAL MEDIA INFLUENCER FACTORS INFLUENCING ON THE CONSUMER’S BUYING DECISION PROCESS OF FACIAL SKINCARE IMPORTED FROM SOUTH KOREA OF CONSUMERS IN BANGKOK

Abstract

          The objectives of this research were to carry out research content 1) personal factors 2) service marketing mix factors and 3) social media influencer factors influencing on the consumer’s buying decision process of facial skincare imported from South Korea of consumers in Bangkok. This is quantitative research using questionnaires to collect data. Samples used in this research were the consumers in Bangkok at the age of 20 to 50 years old that ever bought facial skincare imported from South Korea at least once within the past 12 months and ever used any social media platforms and followed social media influencers that have more than 1,000 followers, who were main target customers of the product. A multi-stage sampling method was applied upon choosing populations for 409 people. The statistics used for data analysis were percentage, mean, standard deviation and multiple linear regression analysis, stepwise method, with hypothesis testing with level of significant at 0.05.

          The research results found that most of the respondents were female, age 20 to 30 years old. Their highest education was bachelor degree. Most of them were single and were private company employees having monthly income between 10,000 to 19,999 Baht. The hypothesis testing results indicated that the differences of personal factor had insignificant differences in influencing on the consumer’s buying decision process (p>0.05). Physical evidence, process, product, price and people factors of service marketing mix had significant influencing on the consumer’s buying decision process (p<0.05). In addition, attractiveness, credibility and content factors of social media influencer also had significant influencing on the consumer’s buying decision process (p<0.05).