Factors Influencing Intention to Buy Cushion Cosmetic of Generation Z

Abstract

The purpose of this research is to study Factors that influence the interest in purchasing Cushion cosmetics among Generation Z customers include consumer behavior factors (6W1H). Factors in content marketing (Content Marketing) and factors in influencers in online media which is quantitative research. In the survey format, the sample group used in this study was a group of people interested in buying Cushion cosmetics and a group of Generation Z people, totaling 400 people. The research tool was to collect data through online questionnaires via Google Form and in QR Code format. There were a total of 400 questionnaires that could be used for analysis. Using statistical values such as frequency, percentage, mean, and standard deviation. analyze equations Multiple Regression Analysis, One-Way ANOVA. The results of the study found that the majority of respondents were female and had a bachelor's degree level of education. Working as an employee of a private company and have an average monthly income of 15,001 - 30,000 baht. As for consumer behavior, it was found that the majority of respondents are Generation Z people who like to use Cushion type cosmetics every time they apply makeup (more than 5 times/week). The majority of customers choose to buy Cushion type cosmetics, formulas that focus on concealing acne scars and dark spots. Customers consider the safety of cosmetics when purchasing Cushion type cosmetics. The purpose of choosing Cushion type cosmetics is to beautify the male. Use it yourself. friend or acquaintance Participate in purchasing decisions as for the content marketing factors (Content Marketing), including entertainment content. (ENTERTAINMENT), content to persuade (INSPIRE), content to educate (EDUCATE), content to compare (CONVERT), and influential factors in online media, namely trust. (Trustworthiness) in expertise. Expertise, respect, similarity to the target group (Similarity) influence the interest in purchasing Cushion cosmetics among Generation Z customers, which is a consumer behavior factor (6W1H). Opportunity for purchasing decisions Distribution channels for cosmetics, Cushion type, and influential factors in online media Attractiveness has no influence on the interest in purchasing Cushion cosmetics among Generation Z customers at the confidence level of 0.05.