THE INFLUENCE OF CUSTOMER LIFESTYLE, CUSTOMER PERCEPTION, AND CELEBRITY ENDORSEMENTS, FACTORS TOWARDS PURCHASING DECISIONS in the HIGH – END LUXURY FASHION APPAREL INDUSTRY IN THAILAND

Abstract

 This study aims to investigate the factors that influence purchasing decisions for high-end luxury apparel in Thailand. Through quantitative research methods, including online surveys, collected from individuals across various districts in Thailand. Multiple linear regression analysis was employed to analyze the data. The findings reveal that customer perception, shaped by marketing, reviews, and social media, significantly influences purchasing decisions. Additionally, celebrity endorsements, when combined with factors like popularity, credibility, and attractiveness, can be a powerful tool for influencing consumer behavior. This implies that individuals in higher-paying professions and younger generations are more likely to prioritize purchasing luxury products. This research was carried out on a sample of 438 respondents which concluded that all 3 variables significantly supported and contribute to the hypothesis that the influence of customer lifestyle, customer perception and celebrity endorsement with a significance level of 0.000 contribute significantly towards the purchasing of high-end luxury products. The collected data showed that respondents have a leading positive attitude towards occupation as a factor influencing their purchasing decisions of high-end luxury fashion apparel.  This finding suggests that businesses targeting the luxury market should consider tailoring their marketing strategies to specific occupational groups. By leveraging social media, fostering positive online reviews, and understanding cultural factors, businesses can tailor their marketing efforts to resonate with their target audience to maintain a competitive advantage.