Brand Image and Marketing Mix Influencing Purchase Decision of Korean Cushion Compacts
DOI:
https://doi.org/10.14456/ajmt.2025.9Keywords:
Purchase Decision, Brand Image, Marketing Mix, Cushion CompactsAbstract
This research examined: 1) the influence of brand image on consumer purchasing decisions regarding South Korean cushion compacts, and 2) the influence of marketing mix elements on these purchasing decisions. Using a quantitative approach, data were collected via questionnaires from 402 Thai consumers through convenience sampling. Demographic data were analyzed using descriptive statistics, while relationships between variables were tested using stepwise multiple regression analysis. Results showed that most respondents were female, aged 20-31 years, with bachelor's degrees, employed in the private sector, and earning monthly incomes of 15,001-25,000 Thai Baht. Stepwise multiple regression analysis revealed that, at the 0.05 significance level, factors influencing purchasing decisions for South Korean cushion compacts included: 1) brand image dimensions encompassing user image, perceived value, brand personality, product attributes, and cultural associations; and 2) marketing mix elements comprising product, price, and promotion strategies.
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บทความที่ได้รับการตีพิมพ์เป็นลิขสิทธิ์ของคณะเทคโนโลยีการจัดการ มหาวิทยาลัยเทคโนโลยีราชมงคลอีสาน วิทยาเขตสุรินทร์
ข้อความที่ปรากฏในบทความแต่ละเรื่องในวารสารวิชาการเล่มนี้ เป็นความคิดเห็นส่วนตัวของผู้เขียนแต่ละท่านไม่เกี่ยวข้องกับคณะเทคโนโลยีการจัดการ มหาวิทยาลัยเทคโนโลยีราชมงคลอีสาน วิทยาเขตสุรินทร์ และคณาจารย์ท่านอื่นๆในมหาวิทยาลัยฯ แต่อย่างใด ความรับผิดชอบองค์ประกอบทั้งหมดของบทความแต่ละเรื่องเป็นของผู้เขียนแต่ละท่าน หากมีความผิดพลาดใดๆ ผู้เขียนแต่ละท่านจะรับผิดชอบบทความของตนเองแต่ผู้เดียว
