Effects of Integrated Marketing Communications to Decision Making for Choosing Beauty Clinic Services of Generation Y-Z Consumers
Keywords:
Integrated Marketing Communication, Decision Making, Beauty ClinicAbstract
The purposes of this research were to (1) study the importance of integrated marketing communications of beauty clinics in Thailand (2) study the effects of integrated marketing communications on beauty clinics in Thailand influencing the deciding factors for choosing beauty clinic services of consumers. A sample of 390 people nationwide was selected by multi-stage sampling. The tool used in the study was a questionnaire. Data were analyzed by descriptive statistics including percentage, mean, and standard deviation, and inferential statistics by multiple regression analysis. The research found that integrated marketing communications had the highest overall level of importance with an average of 4.28 when considering each aspect that had the highest level of importance as follows: the advertising, the mean is equal to 4.41. Word of mouth communication has the mean of 4.36. Advertising has the highest mean as 4.34. Sales Promotion has an average of 4.26. Event Marketing has the mean of 4.25, which has the most important level in all aspects. As for the decision factors, has the mean of 4.44, has the highest level of importance. The results of the analysis of integrated marketing communications that affect the decision to use the service. It was found that integrated marketing communication advertising (β = 0.206), public relations (β = 0.240), and word-of-mouth communication (β = 0.362), had a statistically significant effect .05 on decision to use the beauty clinic of Generation Y-Z. The event marketing (β = -0.013), and a sales promotion (β = 0.95), did not affect the decision to use the beauty clinic of Generation Y-Z.
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