The Effect of Pink Marketing Mix Components on Women's Purchasing Decisions Through Digital Channels: Amman L'OREAL Cosmetics Market Serves as Proof

The primary goal of this study was to find out how pink marketing mix components affected women's purchasing decisions through digital Channels. The two primary sources that were used to get the data required for this investigation were: Secondary data sources included the internet, magazines, references, and a review of the relevant literature that helped to clarify the study's fundamental ideas and highlight the most significant research that addressed the topic of interest. Creating a questionnaire to collect information from women involved in Amman cosmetics sector purchasing through digital Channels was one of the primary data sources. Women's purchasing decisions through digital Channels were the dependent variable, while the components of pink marketing mix-pink product, pink price, pink promotion, and pink distribution-were chosen as independent factors. The research included both descriptive and analytical methodologies, with a study sample including (100) female who live in Amman and purchase L'OREAL cosmetics through digital Channels. The study's primary conclusions were: Pink marketing mix components had a statistically significant effect on women's purchasing decisions through digital Channels. Every component of the marketing mix-pink product, pink price, pink promotion, and pink distribution-has a statistically significant effect on women's purchasing decisions through digital Channels.