Factors Influencing Customer Satisfaction and Repurchase Intention of Cosmetic Products from Thai Entrepreneurs.

Abstract

This study aims to analyze the factors influencing customer satisfaction and repurchase intention of cosmetic products in Thailand. The conceptual framework is based on five key factors: trust, perceived quality, perceived value, brand image, and customer satisfaction, which are hypothesized to affect repurchase intention. A quantitative research approach was employed, with data collected from 400 consumers who had previously used products from the top five cosmetic brands in Thailand. A non-probability sampling method was used, and data were analyzed using simple and multiple linear regression. The results revealed that trust, perceived quality, and brand image significantly influence customer satisfaction, which in turn has a direct effect on repurchase intention. Additionally, perceived value plays an important role in enhancing both satisfaction and the intention to repurchase. These findings can be applied in developing effective marketing strategies aimed at strengthening customer loyalty and increasing long-term sales for cosmetic businesses in Thailand.