The factors influencing purchase intention of cosmetic products among female consumers in Petaling Jaya

• Main Author: Nofri, Yanti
• Format: Thesis
• Language: English; English; English
• Published: 2019
• Subjects: HF5415.33 Consumer Behavior.
• Online Access: https://etd.uum.edu.my/8830/1/s820809_01.pdf; https://etd.uum.edu.my/8830/2/s820809_02.pdf; https://etd.uum.edu.my/8830/3/s820809_references.docx; https://etd.uum.edu.my/8830/
• Institution: Universiti Utara Malaysia

The increasing of the globalization causes the more intense of the competition among cosmetic industry players. In addition, technology advancement such as internet and television change the consumer’s lifestyle and preferences. These situations require the business practitioners to formulize the right business strategy to gain more market share. There are many factors that can be focused on; one of them is the consumer behavior. Understanding the consumer behavior is one of the fundamental areas that should be concerned when deciding the right business strategy. The main objective of this research is to examine the factors influencing the consumers purchase intention towards cosmetic products among female consumers in the Petaling Jaya. Theory of Reasoned Action (TRA) is one of underpinning theory used in this research with two additional variables added on as additional factors. Thus, the scope of this research investigates four independent variables which affect the purchase intention on cosmetic products which are attitude, subjective norm, consumer innovativeness and brand awareness. Data were collected from 385 respondents, specifically female consumers in Petaling Jaya. The reliability analysis using Cronbach's Alpha indicates that all scale items were proven reliable. The relationship between independent and dependent variables is measured using Correlation Analysis which indicates that all independent variables have the relationship toward the purchase intention. Furthermore, the result also shows that purchase intention is most influenced by consumer innovativeness, followed by attitude and lastly by brand awareness; while the subjective norm does not influence the purchase intention significantly. The result of this study may contribute to the existing literature review and provide the industry players the information how the factors investigated in this research influence consumer’ purchase intention in order for them to develop effective business strategy.