Causal Relationship Model of Purchase Intention Umix Skin Care Cream on Page Facebook of Customers in Bangkok and Vicinity

Abstract

The objectives of this research were to develop a causal of relationship modal of purchase intention Umix Skin care cream on Page Facebook of the customers in Bangkok and vicinity and to validate the consistency of the causal relationship model with empirical data. The tools used in the research was online questionnaires. The sample group consisted of 400 peoples who have been bought Umix Skin care cream on Page Facebook. The statistics used in data analysis was the structural equation model was used to analyze causal relationships to find the path to the causal influence of the variables consisting of 5 components were 1) Social Media Marketing 2) Brand Equity 3) Value Equity 4) Relationship Equity and 5) Purchase Intention.

The results of the research showed that the causal relationship model was developed in accordance with empirical data. The final was predictive coefficient of 0.93, indicating that the variables in the model can explain the variance of the Purchase Intention Umix Skin care cream by 93 percent. It was found that the Relationship Equity was the most influence on Purchase Intention Umix Skin care cream on Page Facebook of the customers in Bangkok and vicinity.