Marketing Through Social Networks Affecting the Decision to Purchase Organic Cosmetics of Consumers in Bangkok

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Published: Apr 9, 2020
Keywords:
Online Social Marketing, Purchase Decision, Organic Cosmetics

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Nattikarn Atsawamongkonpan
Student, Master of Business Administration, Stamford International University
Boonyarat Sampanwattanachai
Lecturer, Dr., Department of Marketing Management, Faculty of Business and Technology, Stamford International University

Abstract

Marketing through social networks affecting the decision to purchase organic cosmetics of consumers in Bangkok Have research objectives 1) to study the social networking features that affect consumers' attitudes toward purchasing organic cosmetics in Bangkok. 2) To study consumers' behavior on consumers' internet usage which affect the consumers' attitude toward purchasing organic cosmetics in Bangkok. 3) to study the social influences affecting attitudes toward purchasing organic cosmetics in Bangkok. And 4) to study attitudes that affect consumers'


decision to buy organic cosmetics in Bangkok. The tool used was a questionnaire. The sample was the female population living in Bangkok. The sample size was calculated using the population-size formula. 95% confidence interval. Tolerability at ± 5% is calculated by Yamate formula. The sample size was 400 persons. The researcher then randomly selected a sample of females between the ages of 15-50 years and purchased organic cosmetics via online social networks. The statistics were used in the data analysis were descriptive statistics to describe the characteristics of personal data such as percentage, mean, and standard deviation. Inferential statistics are the analysis of structural equation (SEM). The findings show that 1) social networking features. There was no influence on attitudes toward purchasing organic cosmetics from consumers in Bangkok. 2) Internet consumer behavior Positive influences from attitudes towards organic cosmetics. With an influence value of 0.021. 3) social influence. There is no influence on attitudes toward purchasing organic cosmetics of Bangkok consumers and 4) attitudes of consumers in Bangkok. Direct negative influence on the decision to buy organic cosmetics. The value is -0.03.

Article Details

How to Cite
Atsawamongkonpan, N. . ., & Sampanwattanachai, B. . . (2020). Marketing Through Social Networks Affecting the Decision to Purchase Organic Cosmetics of Consumers in Bangkok. Dusit Thani College Journal, 12(3), 397–413. Retrieved from https://so01.tci-thaijo.org/index.php/journaldtc/article/view/240975
Issue
Vol. 12 No. 3 (2018): Dusit Thani College Journal Vol.12 No.3 September-December 2018
Section
Research Article

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