MARKETING FACTORS AFECTING CONSUMERS’ DECISION TO BUY HERBAL COSMETICS IN SAMUTPRAKAN PROVINCE

Abstract

This study aims to study. Opinion and Marketing Mix Factors Affecting Consumers’ Buying Decision of Herbal Cosmetics in Samutprakan Province The sample used in this study was the population of 400 residents in Samutprakan Province. The tool used for data collection was a questionnaire. The statistics used in the study were: Percentage, Frequency, Standard Deviation, and Mutiple Regression.
The results showed that the opinion that effect consumers’ decision to buy herbal cosmetics in Samutprakan province, Namely, Gender, Education level and status were statistically significant at 0.05 level. The marketing mix factors affecting consumers' purchasing decision on herbal cosmetics in Samut Prakan Province are: Product factors, price, promotion, and service processes the statistical significance of 0.05, which could predict marketing ingredient factors. This affects 36.10% of consumers' decision to buy herbal cosmetics in Samut Prakan Province.