This paper aimed to study the effect between attitude, brand awareness, consumer experiences and price on young female purchase intention towards local cosmetic products in Malaysia. The main factor of consumer behaviour that used in this study was to analyse customer female purchase intention were attitude, brand awareness, consumer experience, and price. We used a survey questionnaire to collect 226 valid responses from a female student of Bachelor of Entrepreneurship (Retailing) with Honours in UMK. These collected data were analysed using Statistical Package for Social Science (SPSS) version 24 and the result gathered through the Pearson Correlation Coefficient and Multiple Regression. The findings revealed that attitude, brand awareness, consumer experiences, and price emerged with a significant influence on female intention toward local cosmetics among young female consumers. The implication from this study is for the female consumer who is wearing a cosmetic product, an industry or organization who involve in produce local cosmetic product and retailer who sale a local cosmetic product. Finally, the result shows that attitude influences young female purchase intention the most compared to brand awareness, consumer experiences, and price.
This research explore the effectiveness of promotion strategy influencing buying behaviour on consumer of Menara Optometry with the purpose to identify the correlation between the promotion activities issue and buying behaviour in franchising business model. It is suggested that advertising, sales promotion, social media, and corporate social responsibility are the independent variables that influence buying behaviour. By conducting descriptive study, questionnaires were distributed to 200 respondents. An interview with the outlet owner been conducted to gather the information. At the end of the study, we found that corporate social responsibility, social media, advertising such flyer and banner and sales promotion have relationship between consumer buying behaviour on Menara Optometry optical product.
scite is a Brooklyn-based organization that helps researchers better discover and understand research articles through Smart Citations–citations that display the context of the citation and describe whether the article provides supporting or contrasting evidence. scite is used by students and researchers from around the world and is funded in part by the National Science Foundation and the National Institute on Drug Abuse of the National Institutes of Health.