The Effect Of Brand Image, Product Quality and Sale Promotion to Thai Consumers Decesions to Purchase Korean Brand Cosmetics in Bangkok District

Abstract

This research aimed to identify factors that have effect on Thai consumers decisions to purchase Korean brand cosmetics in Bangkok District. Based on findings of former researchers, brand image, product quality and sales promotion were chosen. A quantitative approach was deployed. Opinions of 160 local people in Bangkok District in 2018 were collected by questionnaire. Statistical techniques for data analysis included descriptive and inferential statistics which were mean, standard deviation, and multiple regression analysis. The hypotheses were tested at the significant level of 0.05. The findings were shown that among three factors, product quality effect to Thai consumers decisions to purchase Korea brand cosmetics in Bangkok district.