Integrated Marketing Communications and Brand Value That Affect Cosmetic Purchasing Decisions of Consumers in Samut Sakhon Province

Abstract

         This research aimed to 1) study the integrated marketing communications that affect cosmetic purchasing decisions of consumers in Samut Sakhon Province, and 2) study the brand value that affects cosmetic purchasing decisions of consumers in Samut Sakhon Province. Using quantitative research methodology, the sample consisted of 400 consumers who had purchased cosmetics in Samut Sakhon Province, through convenience sampling. The research instrument was an online questionnaire via Google Forms. Which was verified for content validity (IOC) by experts, revealing that all items had an IOC of 0.5 or higher, and the overall reliability was 0.85. Statistical analysis included descriptive statistics and multiple regression analysis. The results showed that: 1) integrated marketing communications, consisting of advertising, sales promotion, public relations, personal selling, and direct marketing, had a positive significant effect on cosmetic purchasing decisions (p < 0.05), and 2) brand value, consisting of brand awareness, perceived brand quality, brand association, and brand loyalty, had a positive significant effect on cosmetic purchasing decisions (p < 0.01). These findings can be used as guidelines for marketing strategy planning for cosmetic business entrepreneurs.