This study investigates the factors influencing the purchase intention of Mistine products among female consumers in Bangkok, Thailand. Utilizing a quantitative approach, the research aims to identify the impact of attitudes, subjective norms, and perceived behavioral control on consumers' purchasing decisions. Data were collected from a sample of 293 respondents through a structured questionnaire employing a fivepoint Likert scale. The study employs multiple regression analysis to test the hypotheses and evaluate the predictive power of the identified factors on purchase intention. The results reveal that all three variables—attitude, subjective norms, and perceived behavioral control—significantly influence purchase intention. Attitude towards Mistine products emerged as a strong predictor, suggesting that positive perceptions substantially enhance the likelihood of purchase. Subjective norms, including the influence of friends, family, and social media, also play a crucial role in shaping purchase intentions. Additionally, perceived behavioral control, reflecting consumers' confidence in their ability to purchase Mistine products, significantly impacts their purchasing behavior. The findings provide valuable insights for Mistine and similar brands to tailor their marketing strategies effectively. By understanding the key drivers of purchase intention, companies can better target their promotional efforts, enhance consumer satisfaction, and build stronger brand loyalty. The study concludes with recommendations for marketers and suggestions for future research to explore additional factors that may influence consumer behavior in the beauty and skincare market.

Independent Study (M.B.A. (International Business)) -- University of the Thai Chamber of Commerce, 2024