9 THE INFLUENCE OF INFLUENCERS AND BRAND AWERENESS ON INTENTION TO PURCHSE COSMETIC PRODUCTS THROUGH ONLINE PLATFORMS IN THAILAND
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Abstract
This study aimed to examine the influence of influencers and brand awareness on the intention to purchase cosmetics products through online platforms in Thailand. Data was collected through online questionnaires from a sample group of 385 people who purchased cosmetic products through online platforms following influencers. Statistics used in data analysis included mean, standard deviation, and multiple regression analysis using the Stepwise method.
Research findings reveal that influencers and brand awareness affected the intention to purchase cosmetics through online platforms in Thailand at a statistical significance of 0.05, which could accurately predict the intention to purchase through online platforms in Thailand with an accuracy of 83.80 percent. The result shows that the role of influencers in the age of online society is important and must be used appropriately in the situation along with creating awareness of the product brand.
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