Exploring Brand Attitude in Thailand's Organic Skincare Market: The Role of Perceived Quality, Customer Satisfaction, and the Marketing Mix

Abstract

This comprehensive study delves into Thailand's organic skincare industry dynamics, specifically examining the impact of perceived quality, customer satisfaction, and the marketing mix on brand attitude. In 2023, utilizing systematic random sampling, 453 organic skincare users participated in the study, with their responses subjected to testing through expert-validated questionnaires. The primary objective was to construct a structural equation model (SEM) for variables influencing brand attitude, employing a questionnaire with an IOC value ranging between 0.60 and 1.00 and a reliability ()value of 0.94 to 0.97. Employing LISREL 9.10 for latent variable path analysis, the data analysis affirmed the precision of the developed SEM, consistently aligning with empirical data. The study conclusively establishes that perceived quality, customer satisfaction, and the marketing mix are strong determinants of positively shaping brand attitude. Collectively, these causal variables contribute 93% of the variance in factors influencing brand attitude (R2). Notably, perceived quality emerges as the strongest influencer, followed closely by customer satisfaction and the marketing mix. This research advances consumer behavior and innovation theories by showing the crucial links, particularly the relationship between brand attitude and perceived quality. Beyond theoretical contributions, the study furnishes actionable insights for entrepreneurs, marketers, and policymakers. By bridging the gap between theory and practice, this research facilitates informed decision-making and adaptable strategies for all stakeholders.