Abstract: 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.