Factors Influencing Young Female Purchase Intention Towards Local Cosmetics Product in Malaysia

Abstract

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.

The effect of online customer reviews and celebrity endorsement on young female consumers’ purchase intentions

“…In the past ten years, it has become crucial for local beauty cosmetic companies to spend time and money on research and development to better understand local women, particularly indigenous women, and their purchasing intentions and their needs, taking into consideration the evolution of the digital world. Mud et al (2020) stated that cosmetics and personal care goods have existed for a while, and as internet businesses expand, numerous marketing, advertising methods and initiatives must be created to assist companies in selling their products to both current and new customers (Ofori and Appiah-Nimo, 2019). One tactic is the use of celebrity influencers, who are well-known and well-recognised people who help brands market their goods (Ahmed et al, 2015).…”

“…Mud et al (2020) stated that cosmetics and personal care goods have existed for a while, and as internet businesses expand, numerous marketing, advertising methods and initiatives must be created to assist companies in selling their products to both current and new customers (Ofori and Appiah-Nimo, 2019). One tactic is the use of celebrity influencers, who are well-known and well-recognised people who help brands market their goods (Ahmed et al , 2015).…”

“…The Y generation’s female demographic views cosmetics as significant and uses them frequently because they connect them to entertainment. Female customers are a crucial consumer group to target because, as being employed, they frequently have to make purchases for other family members (Mud et al , 2020). As a result, they speak for all the people on whose behalf they make goods’ purchases in addition to themselves.…”

Pengaruh Elektronik Word of Mouth terhadap Minat Beli Skincare dan Kosmetik Lokal secara Online melalui Kepercayaan

“…produsen perawatan kulit lokal harus bersaing dengan merek perawatan kulit internasional (Budiono et al, 2020). Untuk dapat unggul dalam persaingan industri produk kecantikan yang begitu ketat, salah satu aspek penting adalah menarik minat beli dari konsumen (Mud et al, 2020) yang mana juga merupakan aspek penting dari perilaku konsumen (Halima et al, 2021).…”

“…Padahal saat ini, konsumen menemukan dan berbagi informasi produk melalui berbagai saluran online, termasuk blog, mesin pencari, komunitas online, media sosial, sistem ulasan konsumen, dan layanan pesan instan online (Yoo et al, 2013). Dan di sisi lain juga, merek atau kosmetik local juga menjadi populer di elektronik baik dalam sosial media dan tak kerkecuali juga di e-commerce sehingga telah menjadi hal yang lumrah di masyarakat (Mud et al, 2020). Karenanya, Dengan maraknya e-commerce, electronic word-of-mouth (eWOM) telah menjadi referensi penting bagi pengguna untuk mengambil keputusan pembelian secara online (Zhao et al, 2020).…”