Marketing Mix Factors Affecting Satisfaction in Purchasing Cosmetics in Online

Abstract

          The objectives this article were: 1) to study the factors influencing the purchase of cosmetics in online markets, 2) to study satisfaction in purchasing cosmetics in online markets, and 3) to study the marketing mix factors affecting satisfaction in purchasing cosmetics in online markets.This research used a quantitative method.The research instrument was a questionnaire of 400 people using cosmetics in the online market. The exact population size was unknown. Basic data were analyzed using descriptive statistics and inferential statistics was used to test factors by performing multiple regression analysis.

           As results, 1) the factors of purchasing cosmetics in the online market showed that the process aspect had the highest value, at the highest level, followed by the personnel aspect at a high level, and the aspect with the lowest average value was the price aspect at a high level. 2) The satisfaction in purchasing cosmetics through the online market was at a high level, followed by customer expectation at a high level, and customer complaint was at a moderate level. Also, 3) the marketing mix factors affected satisfaction in purchasing cosmetics online. The results of the hypothesis testing of the marketing mix factors affecting satisfaction in purchasing cosmetics online were statistically significant at the .05 level.