FACTOR INFLUENCEING CUSTOMERS’ PURCHASING DECISIONS ON SKINCARE PRODUCTS IN MYANMAR: THE IMPACT OF WORD OF MOUTH, BRAND EQUITY, AND MARKETING MIX

Abstract

This study explores the factors influencing customers’ purchasing decisions on skincare products in Myanmar. The independent variables are Word of Mouth, Brand Equity, and Marketing Mix and their relationship towards the dependent variable Customers’ Purchasing Decisions. A quantitative method was employed using an online questionnaire. Convenience sampling was used to gather data from 400 respondents. The respondents were people who purchased skincare products within the past 12 months. Descriptive statistics, reliability testing and multiple regression analysis were used to analyze the data, and the finding indicates that word of mouth, brand equity, and marketing mix have a significant positive relationship with customers purchasing decisions. These results provide insights for skincare brands to enhance their strategies in the Myanmar market.