The determinants of generation z purchasing luxury cosmetic brand through e-retailing website

Ng, Sing Ying (2023) The determinants of generation z purchasing luxury cosmetic brand through e-retailing website. Project Report. Universiti Teknikal Malaysia Melaka, Melaka, Malaysia. (Submitted)

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Abstract

Generation Z is coming and replacing the interest of people in Millennials. They are born and reared in a digital and technologically saturated society so they are called ‘digital natives’. Since Gen Z is more inclined to shop online but has various factors that make them change their purchase method when they choose to buy luxury brands products. The purpose of this study is to investigate the determinants of generation Z when purchasing luxury cosmetic brands through E-retailing websites. The independent variables in this study is brand awareness, advertising and service quality. The primary data for this study was questionnaires distributed through Google Forms, and quantitative analysis used to obtain the necessary information. The sample size for this study is 164 respondents. Meanwhile, the secondary data that has been used in this study comes from articles, journals and academic books. In addition to this, this study used the Statistical Package for Social Sciences (SPSS) software to collect and analyse the questionnaire data related to this study. Reliability and validity were also used in this study to ensure the reliability and accuracy of this study, and it was a cross-sectional study so that data could be obtained over time.

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