Influence of Marketting Mix, Online Influencers, and Attitudes on Chinese Women, s Online Cosmetic Purchase Decisions in Liuzhou, Guangxi Province, China
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Abstract
This study aimed 1) to study the importance of marketing mix, online influencer attitudes, and online cosmetic purchasing decision of working women in Liuzhou, Guangxi Province, China, and 2) to study the marketing mix, online influencers, and attitudes toward online cosmetic purchasing decision of Chinese brands of working women in Liuzhou, Guangxi Province, China. The sample of the study was 385 working women in Liuzhou, Guangxi Province. The research was a survey. The instrument used in the study was a questionnaire. The statistics used for data analysis included descriptive statistics, such as frequency, percentage, mean, standard deviation, and inferential statistics, such as multiple regression Analysis with Enter Method.
The results of the study found that 1) the marketing mix, online influencers, attitudes, and online purchasing decisions of Chinese brand cosmetics of working women in Liuzhou, Guangxi Province were all at a high level of importance. 2) The multiple regression analysis found that the factors of marketing mix, online influencers, and attitudes significantly affected online purchasing decisions of working women in Liuzhou, Guangxi Province at a statistical level of .05, and could predict 68.00 percent of online purchasing decisions of working women in Liuzhou, Guangxi Province. Therefore, entrepreneurs should focus on marketing and presenter selection, including promotions, discounts, or gifts, or even brand publicity through various media channels using various methods that are consistent with the current situation to attract consumers and create widespread awareness, which will be of great benefit to the brand.
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