The factors influencing purchase intention of cosmetic products among university students in Malaysia

Ramli, Nurfatin Khairani (2024) The factors influencing purchase intention of cosmetic products among university students in Malaysia. Project Report. Universiti Teknikal Malaysia Melaka, Melaka, Malaysia. (Submitted)

Text (Full Text) The factors influencing purchase intention of cosmetic products among university students in Malaysia.pdf - Submitted Version Download (1MB)

Abstract

This study delves into the competitive landscape of the cosmetic industry, which is intensifying due to global market trends and the evolution of technology, particularly the internet and television. These changes are significantly altering consumer behaviors and preferences, necessitating the development of effective business strategies. The primary aim of this research is to explore the key elements that shape the purchase intentions of university students in Malaysia towards cosmetic products. The research focuses on examining three main independent variables: attitude, subjective norm, and brand awareness, and their influence on students' intent to purchase cosmetic items. A survey was conducted among 400 university students in Malaysia using questionnaires distributed via Google Forms. The reliability of the survey items was confirmed through Cronbach's Alpha analysis indicated that all scale items were proven reliable. Using Pearson’s Correlation and Multiple Linear Regression Analysis, the study found that all the independent variables positively influence purchase intentions. The results showed that brand awareness is the most significant factor affecting purchase intention, followed by subjective norm and attitude. This study provides valuable insights for both industry practitioners and academic researchers, offering guidance for future strategies and studies in this field.

Actions (login required)

View Item