Decision-Making of Buying Beauty Products via Facebook of Small and Medium Enterprises in the Northern Region of Thailand

Abstract

The objective of this descriptive research was to study the marketing mix that specific on product and promotion that affect the decision-making of buying beauty products via Facebook of the Small and Medium Enterprises in the Northern Region of Thailand. The population and sample were the groups of people who have purchased the products online via the applications of the group of Small and Medium Enterprises in the Northern region of Thailand using the nonprobability sampling method and also quota sampling and purposive sampling method to get 400 samples. The research instrument were a checklist questionnaire and a 5-level rating scale. Quantitative data were analyzed by the descriptive statistic, frequency, percentage, mean, standard deviation and test statistic of multiple linear regression. The research’s results showed that the marketing mix of product and promotion in overall was at a high level in all aspects. The test on the marketing mix of product and promotion affects the decision-making of buying beauty products via Facebook showed the positive correlation with the statistical significance at the level of 0.05.