Social Media and Marketing Mix (7Ps) Affecting Decision-Making on Using the Service Beauty Clinic in Chonburi Province
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Abstract
The objectives of the research article were: 1) to examine the relationship between social media and the marketing mix (7Ps) and the decision-making in using aesthetic clinic services among customers in Chonburi Province; and 2) to construct a predictive equation for decision-making in using aesthetic clinic services among customers in Chonburi Province. This study employed a survey research design. The research instrument was a questionnaire with a reliability coefficient of 0.986. The sample comprised 400 customers who had used aesthetic clinic services in Mueang Chonburi District within the past year, selected through purposive sampling. The sample size was determined using Yamane’s formula at a 95% confidence level. Data were analyzed using descriptive statistics (Frequency, Percentage, Mean, and Standard Deviation), Pearson’s correlation coefficient, and stepwise multiple regression analysis.
The research results revealed that: 1) Social media and the marketing mix (7Ps) had a positive relationship with the decision-making to use a beauty clinic in Chonburi Province, with statistical significance at the 0.01 level. Product had the highest positive relationship (r = .737), and personnel had the lowest positive relationship (r = .372). 2) Product, social media, physical, price, and promotion variables were able to predict 63.80% (R2 = .638) of the decision-making to use a beauty clinic in Chonburi Province, with statistical significance at the 0.01 level. The equation for predicting the decision to use a beauty clinic in Chonburi Province was as follows:
Raw Score regression equation
= 0.214+0.476 (product) + 0.191(social media) + 0.220 (Physical) + 0.177 (Price) − 0.112 (promotion)
Standardized Regression Equation
= 0.498 (product) + 0.173 (social media) + 0.215 (Physical) + 0.161 (Price) − 0.104 (promotion)
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