The relationship between Online Marketing Mix Factor and Cosmetic Purchasing Decisions of Tertiary Students in Muang District, Nakhon Ratchasima Province


  • Onnaree Pinwanna
  • Suwanna Tachateerapreda


Online Marketing Mix, Decision to buy cosmetics


The objectives of this research were to study the marketing mix factors of online cosmetics, study the decision of the tertiary students in Muang district, Nakhon Ratchasima Province in purchasing cosmetics online, and study the relationship between the marketing mix of online cosmetics and the decision of the tertiary students in Muang District, Nakhon Ratchasima Province in buying cosmetics online. The data were collected from 400 students in Muang district, Nakhon Ratchasima Province who bought cosmetics online using a questionnaire. Most of the sample group was female. They are in the age range of 21-23 years old, have an average monthly income of 5,001 baht or more and study at Nakhon Ratchasima Rajabhat University. The research instrument was a questionnaire using quota sampling. The statistics used in the data analysis were frequency, percentage, mean, standard deviation, Independent sample t-test and One-way ANOVA (F-test) at 0.05 level of significance. The results revealed that the marketing mix factor (6P): product, price, place, promotions, privacy and personalization of the online cosmetic website that the students in Muang District, Nakhon Ratchasima Province used was at a high level. The aspect that was most important was privacy. For the online cosmetic websites, there was a security system for making payments. The aspect that affected the purchasing decision most was the online cosmetic websites that were easy to read and use. The correlation between the online cosmetic marketing mix and the overall online cosmetic purchasing decision was highly positive (r = 0.911). Privacy was most associated with purchasing decisions on post-purchase behavior (r = 0.926).


Bayarsaikhan, K. and Ting Ting Ly. 2013. After-sales services and customer relationship

marketing: A multiple case study within the Swedish heavy equipment machinery

industry. Department of Marketing Program, Linnaeus University.

Kampeera, P. 2014. Buying Behavior of Cosmetics. make up through the Facebook

website of female students in Bangkok. Master of Business Administration Thesis, Department of Strategic Communication, Bangkok University.

Kotler, P. 1997. Marketing management: analysis, planning implementation and control.

th ed. New Jersey: Asimmon & Schuster.

Kotler, P. 2003. Marketing Management. 11th ed. Upper Saddle River, NJ: Prentice–Hall.

Marketeeronline, 2022. Best Countries 2022 Global rankings, international news and data

insights. Retrieved October 2, 2021 from

Schiffman, L. G., and Kanuk, L. L. 2000. Consumer Bbehavior. 7th ed. Upper Saddle River,

N.J Prentice Hall.

Thai E-commerce Resource Center. 2021. Perspective on Future of e-Commerce. Retrieved

October 2, 2021 from


Thiphayapornkul, P. 2016. Factors affecting the online purchase of cosmetics

among consumers in Bangkok area. Master of Business Administration Program,

Silpakorn University.

Wertime and Fenwick. 2008. Digi marketing: The essential guide to new media and digital

marketing. Singapore: John Wiley & Sons (Asia).






บทความวิจัย (Research Article)