To Studty Whether Third Party Endorsement can influence on Purchasing Decision on Facial Skincare

Abstract

This study purpose to examine and identify on the variables and the factors which influence on purchasing decision on facial skincare, SK-II, Bioderma, and Sulwhasoo. The objective of this research is to prove whether third party can influence on purchasing decision on the facial skincare, SK-II, Bioderma, and Sulwhasoo. This is a quantitative research by distributing the questionnaire in 2 ways which are online via Facebook and Line application and offline by distributing the paper to respondents. The sample size is 400 female respondents who is living in Bangkok area, aged between 15 years old – above 44 years old and using the facial skincare in SK-II, Bioderma, and Sulwhasoo brand. The questions are about demographic, consumer behavior, marketing mix, brand, and third party endorsement to examine which one has significant. The result was showed in statistics to indicate the frequency by percentage for analyzing the data, indicate the cross tabulation for explaining the relationship between the factors, indicate multinomial logistic regression analysis for identifying what is factor which influence on purchasing decision on facial skincare, SK-II, Bioderma, and Sulwhasoo. And Hypothesis testing for proving the hypothesis. As the result, all factors including consumer behavior, marketing mix, brand, third party endorsement, and especially demographic can influence on purchasing decision on facial skincare, SK-II, Bioderma, and Sulwhasoo.