Service Marketing Mix Factors and Social Media Influencer Factors Influencing on the Consumer’s Buying Decision Process of Facial Skincare Imported from South Korea in Bangkok

Abstract

         The quantitative research aimed to study 1) personal factors, 2) service marketing mix factors and 3) social media influencer factors influencing the consumer’s buying decision process of facial skincare imported from South Korea in Bangkok. This research used Linkert scale questionnaires to collect the data. Samples used in this research were the consumers in Bangkok, aging between 20 to 50 years old that ever bought facial skincare imported from South Korea at least once within the past 12 months and ever used any social media platforms and followed any social media influencers that have more than 1,000 followers, who were the main target of the product. From the multiple-stage sampling procedures; simple random method, probability proportional to size method and purposive selection method, were used and obtained 409 samples. The statistics used for data analysis were percentage, mean, standard deviation and multiple regression analysis (stepwise method) with 0.05 level of significant for hypothesis testing.

        The results revealed that most of the respondents were female aging between 20 to 30 years old with the highest education of bachelor degree. Most of them were single and were working in private companies with monthly income between 10,000 to 19,999 Baht. It was found that the personal factors had insignificant differences in influencing the consumer’s buying decision process (p>0.05). The service marketing mix factors; physical evidence, process, product, price and people had significant differences in influencing on the consumer’s buying decision process (p<0.05). In addition, the social media influencer factors; attractiveness, credibility and content also had significant differences in influencing on the consumer’s buying decision process (p<0.05).