Please use this identifier to cite or link to this item: https://archive.cm.mahidol.ac.th/handle/123456789/4179
Title: HOW SOCIAL MEDIA EFFECT TO CUSTOMER PURCHASING DECISION IN SKINCARE PRODUCT.
Authors: Papawadee, Suvarnnabha
Keywords: Marketing and Management
Influencer Marketing
Skincare
Social Media
Purchase Intention
Issue Date: 11-Sep-2021
Publisher: Mahidol University
Abstract: The purpose of this study was to determine and analyze the impact of social media to purchase intention skincare product. The variables of this research that influencer marketing, promotion, perceived risk and trust. While the dependent variable is the purchase intention. The method used is quantitative method with a sample of 496 people. Methods of data analysis used in this research is the factor analysis. In this study, it can be seen that influencer marketing variables the most significantly affects the purchase intention while the promotion variable significantly affects the purchase intention respectively. R2 coefficient value by looking at the value of R Square is 0.097. This means that 9.7% variable purchase intention influenced by two independent variables, namely Micro Influencer Marketing and Promotion.
Description: 39 leaves
URI: https://archive.cm.mahidol.ac.th/handle/123456789/4179
Appears in Collections:Thematic Paper

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