กลยุทธ์ส่วนประสมการตลาดออนไลน์ที่มีผลต่อการตัดสินใจซื้อผลิตภัณฑ์บำรุงผิว ผ่านสื่อสังคมออนไลน์ของผู้บริโภคในเขตภาคกลางประเทศไทย

Abstract

The objectives of this research are as follows: 1. Study the personal characteristics of the consumers in Central Thailand. 2. Study the level of the online marketing mix strategies that influence skincare purchasing decisions through social media of consumers in Central Thailand. 3. Study personal characteristics and online marketing mix strategies that influence skincare purchasing decisions through social media of consumers in Central Thailand. The study is quantitative research in which 384 respondents were collected using Convenience Sampling. The instrument for data collection was a questionnaire, and the reliability test was 0.868. Statistics used in the study include descriptive statistics, testing hypotheses with analytical statistics, F-test, Fisher's LSD. and analysis statistics with multiple regression. The results of the research found that personal factors affect the decision to purchase skin care products. Through social media of consumers in the central region of Thailand, consisting of gender,education level and online marketing mix strategies that affect the decision to purchase skin care products, consisting of product, price, and distribution. Marketing promotion Personal service and privacy protection.