The impact of innovative marketing on the decision to purchase cosmetics"A study on a sample of female students at Sana'a University"
This study aimed to measure the impact of innovative marketing, with its various dimensions (product innovation, price innovation, distribution innovation, and promotion innovation), on the decision-making process for purchasing cosmetics among female students at Sana'a University. To achieve the study's objectives, a descriptive-analytical approach was used, and a questionnaire was employed as the data collection tool. A random sample of 300 female students from Sana'a University was selected using a questionnaire designed and distributed electronically. The study concluded with a number of key findings, the most important of which are::
The level of innovative marketing (product innovation, pricing innovation, distribution innovation, and promotion innovation) was high, as was the level of purchasing decision-making among Sana'a University students. The results also showed a statistically significant impact of the dimensions of innovative marketing (product innovation, distribution innovation, and promotion innovation) on the purchasing decision of Sana'a University students. However, the pricing innovation dimension did not show a statistically significant impact on the purchasing decision of Sana'a University students.
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