The Factors of Marketing Mix: Product, Price, Place and Promotion toward Buying Behavior Decision Making of Cleansing Face Products for Men
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The purpose of this study were measured the factors of demographic (age education and income) and the factors of marketing mix (product, price, place and promotion) toward buyer behavior decision making of cleansing face products for men. The sampling was obtained through the process of convenience sampling of 400 samples by purposive sampling of men experienced who have been brought cleansing face products for men more than one year. The data analyses included percentage, mean, and 34 standard deviation and inferential statistics Pearson’s Chi-square to test hypothesis. This study used the Cronbach alpha coefficient to measure reliability and found reliability 0.860 of pilot study.
The results of this study found the demographic factors toward buyer behavior decision making of cleansing face products for men at significant level less than 0.05 were planning and intend to buy product, regular buying product, buying area, and product size selection. Marketing mix factors toward buyer behavior decision making of cleansing face products for men at significant level less than 0.05 were main reason to buy product and run out of product which brand will be used.
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