Exposure To Online Media, Attitudes, Subjective Norm And Intention To Use Beauty Procedures Services Among The Beauty Beasts Group

Abstract

This is quantitative research that has the purpose of Exposure To Online Media, Attitudes, Subjective Norm And Intention To Use Beauty Procedures Services Among The Beauty Beasts Group by using an online questionnaire to collect data from The population of the Beauty Beasts group was 400 people. For data analysis, both descriptive statistics and inferential statistics were used. In the analysis, the inferential statistics used to test the hypothesis include Simple Regression Analysis (SRA) and Multiple Regression Analysis (MRA). The results of the study found that The majority of the sample were female. Age range between 24 - 29 years, single status, education at the bachelor's level. Has a career as an employee of a private company, has an income of 15,000- 25,000 baht/month, uses online media via TikTok and has the most positive attitude towards cosmetic procedures. And from the hypothesis test results,        it was found that And from the test results, it was found that exposure to online media was important according to minority groups according to the reference group and emphasized the use of beauty procedures together.