A study of the factors influencing customers’ repurchasing intention for a thai cosmetic brand, oriental princess, in pathumwan district of bangkok

Abstract

The purpose of this paper was to examine the factors affecting consumers’ repurchasing intention for a Thai Cosmetic brand, Oriental Princess, in Pathum wan District of Bangkok. The study aims to investigate factors such as the perceived value, social network and brand trust, as independent variables, and repurchase intention as the dependent variable. Descriptive statistics and multiple regression analysis were used to analyze the data. The analysis revealed that perceived value and social network had a positive impact on the repurchase intention.