The Impact of Brand Awareness, Social Media Influence, and Marketing Mix Factors Towards Consumers’ Purchasing Decisions of Skincare Products in Bangkok

Abstract

The purpose of this research study was to investigate the impact of Brand Awareness, Social Media Influence, and Marketing Mix Factors towards Consumers’ Purchasing Decisions of Skincare Products in Bangkok. The population of this study focuses on the consumers who have purchased skincare products in the last six months. The sample scope was 400 consumers who have purchased skincare products who live in Bangkok, by using the convenience sampling method. To analysis of the data, mean, standard deviation, correlation analysis, and regression analysis were used. The results showed that marketing mix factor (Beta=.574) has an impact on the purchasing decision of consumers who purchased skincare products at the statistical significance level of 0.05 while brand awareness and social media influence do not.