Impact of Integrated Marketing Communication (IMC) on consumers' online purchase behavior of cosmetic products in the northern region

Abstract

          This research aims to study marketing communications through Integrated Marketing Communications (IMC) and compare the personal factors that affect online cosmetic product consumption among consumers in the northern region. Additionally, it analyzes regression equations representing various opinions. It is observed that traditional marketing, such as IMC, impacts the online purchase of cosmetic products among consumers in the northern region. The sample group consisted of 400 online cosmetic consumers from the northern region. Descriptive statistics, percentages, means, and standard deviations were employed in the research. Inferential statistics were used for comparing individual factors and determining the decision to pursue higher education by identifying T-test and F-test values, along with conducting linear regression analysis to uncover relationships between factors.

          The research findings indicate that the level of Integrated Marketing Communications (IMC) significantly influences consumers' online cosmetic product purchases in the northern region. The impact is moderate, with an average value of              (x̄ =3.44). Sales promotion ranked the highest with an average value of (x̄ =3.77), followed by the use of salespeople (x̄ =3.48), direct marketing (x̄ =3.47), public relations (x̄ =3.45), and advertising (x̄ =3.04), respectively. Consumer groups with different gender, age, occupation, and education levels have varying effects on the purchase of cosmetic products online among consumers in the northern region. These effects are significantly different at the 0.05 level.

          The linear regression equation representing the impact of Integrated Marketing Communications (IMC) on online cosmetic product purchases among consumers in the northern region is as follows: Y = 0.196 (Advertising) + 0.207 (Sales promotion) + 0.195 (Public relations) + 0.197 (Use of sales staff) + 0.198 (Direct marketing).