The Public Figure Presenter’s Influence towards the Purchase Behavior of Students at Chiang Rai Rajabhat University in Buying Beauty Products

Abstract

The objective of this study was to investigate the public figure presenter’s influence towards the purchase behavior of students at Chiang Rai Rajabhat University in buying beauty products. The samples included 380 students which were recruited from 7,838 first year students at Chiang Rai Rajabhat University in the academic year 2017. The questionnaire was used in data collection. Descriptive statistics used in analyzing the data were frequency, percentage, mean, standard deviation while inferential statistics was multiple linear regression analysis. The results showed that majority of the respondents was female and their purchase behavior in buying beauty products, in overall, showed high level of influence. The individual aspects analysis showed that the aspect holding the highest mean was steps in buying  i.e. the consumers searched for product information before making the decision. And, followed by the partner sharing the purchase decision was searching information from the internet before making decision. The opinion towards the public figures, in overall, showed moderate level of influence. The individual aspects analysis showed that the aspect holding the highest mean was beauty bloggers, followed by superstars and celebrities. The comparision of opinion towards the public figure presenter revealed that different reasons for buying, market, brand, person sharing the purchase decision, steps in buying showed different opinion towards the public figure presenter. The multiple regression analysis on the public figure presenter’s influence towards the purchase behavior in buying beauty products indicated that beauty blogger showed the highest influence on the purchase behavior in buying beauty products.