Analyze of Marketing Factors to Choice of Skin Care Cosmetics on E-Marketing Platform in Bangkok
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Abstract
This research aimed to 1) study the marketing mix for decision-making when choosing cosmetics skincare products via e-commerce in Bangkok. and 2) analyze the multiple regression equations on the marketing mix factor's effect on the consumers' decision-making in choosing skincare cosmetics via e-commerce in Bangkok. This research is qualitative. The sample selection used a questionnaire to collect data from 400 consumers in Bangkok. The sampling method used purpose sampling from those with experience choosing skincare cosmetics through e-commerce. The statistics used for data analysis were percentage, mean, standard deviation, and multiple linear regression equations. The result of the study found that the overall level of opinions on the marketing mix was high. The marketing mix analysis in choosing skincare cosmetics found that all marketing mix positively influences the decision to buy skincare cosmetics. The factor with the most significant positive influence was 1) Product which had the highest positive influence on purchasing 1) Product (β=.493), followed by 2) Price (β=.198), 3) Distribution (β=.183), 4) Promotion( β=.152), 5) Privacy (β=.117), and 6) Personalization (β=.060) respectively, regarding the statistical significance level of 0.05 2) The results of the marketing mix factor can be used to develop marketing strategies and improve products to have set prices that are appropriate value for the potential to complete the online market. Every marketing mix factor has a positive influence value that can predict the decision to choose skin care cosmetics by 68.00 percent.
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