ปัจจัยที่มีอิทธิพลต่อการตัดสินใจซื้อผลิตภัณฑ์บำรุงผิวหน้าแบรนด์เฟซแลบซ์ (FACELABS) ในเขตกรุงเทพมหานครและปริมณฑล

Abstract

Currently, the global cosmetics industry is continuously growing, reaching a high value of up to $364 billion USD. This growth is driven by consumer preferences for enhancing their appearance. In Thailand, the cosmetics market is predominantly domestic, with up to 85% of products being locally produced, mainly in the skincare category. Among these, skincare products hold the largest market share, accounting for over 41%. "FACELABS" skincare products are formulated and researched under dermatologist supervision. They offer a variety of products tailored to different skincare needs. This study aims to investigate the factors influencing the decision to purchase FACELABS skincare products in the Bangkok metropolitan area and its suburbs, focusing on brand equity and integrated marketing communication factors. The research is quantitative and survey-based, utilizing online questionnaires via Google Form and QR codes, with a sample size of 416 consumers who have previously purchased FACELABS skincare products and reside in the Bangkok metropolitan area and its suburbs. The study found that brand equity factors significantly influence the decision to purchase FACELABS products in the Bangkok metropolitan area and its suburbs. Through multiple regression analysis with a significance level of less than .05, four significant dimensions were identified: Brand Awareness, Brand Loyalty, Brand Association, and Perceived Quality. Additionally, integrated marketing communication factors also play a significant role in influencing purchase decisions, with four dimensions identified as significantly influential: Sales Promotion, Personal Selling, Advertising, and Public Relations.