dc.contributor.author | Jomthun, Apinya | en_US |
dc.contributor.author | อภิญญา จอมทัน | en_US |
dc.date.accessioned | 2021-12-03T06:18:26Z | |
dc.date.available | 2021-12-03T06:18:26Z | |
dc.date.issued | 2021-12-03 | |
dc.identifier.uri | http://repository.rmutp.ac.th/handle/123456789/3739 | |
dc.description | การค้นคว้าอิสระ (ศศ.ม.) -- มหาวิทยาลัยเทคโนโลยีราชมงคลพระนคร, 2563 | en_US |
dc.description.abstract | This research was a quantitative research. The purposes of this research were 1) to study demographic characteristic affect on purchasing intentio n of beauty products in Multi-Brand Store, 2) to examine online marketing communication affects on purchasing intention of beauty products in Multi-Brand Store, and 3) to examine Brand Equity affects on purchasing intention of beauty products in Multi-Brand Store. The data were collected 400 samples who were customers to purchase products through in Multi-Brand Store. The statistical methods used to analyze data were frequency, percentage, mean, standard deviation, one-way analisis of variance, and enter multiple regression analysis with a statistical significance level of .05. The results showed that: most of the respondents were female (69.50%), the age between 27-32 years (58. 30 %), education of bachelor’s degree (77. 5 0%), business of employee (56.80%), and average monthly income between 15,001 – 30,000 baht (61. 00 %). Diffenct Demographic characteristics included gender, age, career and average monthly income had purchasing decision intention of beauty products in\ Multi-Brand Store with statistically significant at the .05 level. Marketing mix affects on purchasing decision intention of beauty products in Multi-Brand Store with statistically significant at the .05 level with the two affects including product increased (17.80%), price increased by 22.10 percent. Brand equity affects on purchasing decision intention of beauty products in Multi-Brand Store with statistically significant at the .05 level with the two affects including brand awareness increased by 3 0 . 3 0 percent and brand associations increased by 33.30 percent | en_US |
dc.description.sponsorship | Rajamangala University of Technology Phra Nakhon | en_US |
dc.language.iso | th | en_US |
dc.subject | Generation Y | en_US |
dc.subject | เจเนเรชันวาย | en_US |
dc.subject | decision | en_US |
dc.subject | การตัดสินใจซื้อ | en_US |
dc.subject | Beauty products | en_US |
dc.subject | ผลิตภัณฑ์ด้านความงาม | en_US |
dc.title | Factors affecting purchase intention of beauty products in multi – brand store of generation Y consumers | en_US |
dc.title.alternative | ปัจจัยที่ส่งผลต่อการตัดสินใจซื้อผลิตภัณฑ์ด้านความงาม ในร้านค้าปลีกแบบมัลติแบรนด์ของผู้บริโภคเจเนเรชันวาย | en_US |
dc.type | Independent Study | en_US |
dc.contributor.emailauthor | apinya-j@rmutp.ac.th | en_US |
dc.contributor.emailauthor | arit@rmutp.ac.th | |