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Marketing Mix that Affects Skincare's Buying Behaviors via Social Media(Instagram) of Generation Y in Kanchanaburi Province |
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| รหัสดีโอไอ | |
| Creator | Petcharat Anansetthakan |
| Title | Marketing Mix that Affects Skincare's Buying Behaviors via Social Media(Instagram) of Generation Y in Kanchanaburi Province |
| Contributor | Saowanee Mahaprom |
| Publisher | Faculty of Management Science Nakhon Pathom Rajabhat University. |
| Publication Year | 2565 |
| Journal Title | Journal of Management Science Nakhon Pathom Rajabhat University |
| Journal Vol. | 9 |
| Journal No. | 1 |
| Page no. | 413-428 |
| Keyword | Skincare, Marketing Mix, Generation Y |
| URL Website | https://so03.tci-thaijo.org/index.php/JMSNPRU/issue/view/17221 |
| Website title | https://so03.tci-thaijo.org/index.php/JMSNPRU/index |
| ISSN | 2392-5828 |
| Abstract | This study, Marketing Mix that Affects Skincare's Buying Behaviors via social media(Instagram) of Generation Y in Kanchanaburi Province, is a quantitative study that aims to 1.Compare Generation Y in Kanchanaburi's skincare buying behaviors via Instagram and classifythe data using the questionnaire participants' personal information. 2. Study the marketingmix that affects skincare's buying behaviors via social media (Instagram) of Generation Y inKanchanaburi province. This study collects the data from a sample of 401 Generation Y consumers inKanchanaburi that buys skincare products through Instagram through the method ofconvenience sampling with the tools of: direct validity questionnaire and reliability analysistryouts. Along with using the statistics tools including: percentages, averages, standarddeviation, t-test, one way ANOVA, regression analysis, and content analysis.The results are as follows 1. The participants' skincare buying behaviors via Instagram doesn't have a notablekey difference in personal factors such as: gender, age, and general income. As for the decisionmaking process, the study found that factors like awareness and information researching tendto differentiate in personal factors of education and occupation. Lastly, in the options selectingprocess, the final decision and satisfaction testing tend to differentiate in personal factors ofgender, education, and occupation.2. Marketing mix influences that affects Generation Y consumers in Kanchanaburiskincare's buying behaviors via Instagram includes: Channel of distribution (b=0.33) andMarketing promotions (b=0.52). The equation has a prediction power of 77% and can bepresented as a formula as followingY = 0.16+0.01X1+0.07X2+0.33X3**+0.52X4** |
