The impact of social media influencer on purchase intention of millennial towards local skincare products / Nareesa Noorham

Consumers around the world are displaying a growing preference for global brands rather than locally manufactured products and preference. Global brands are perceived as the strongest in many product categories. In Malaysia, the same phenomenon occurs when at least eight in ten consumers are reporte...

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Main Author:	Noorham, Nareesa
Format:	Thesis
Language:	English
Published:	2022
Subjects:	Online social networks Care and hygiene
Online Access:	https://ir.uitm.edu.my/id/eprint/76818/1/76818.pdf
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id	my-uitm-ir.76818
record_format	uketd_dc
spelling	my-uitm-ir.768182024-01-22T01:31:41Z The impact of social media influencer on purchase intention of millennial towards local skincare products / Nareesa Noorham 2022 Noorham, Nareesa Online social networks Care and hygiene Consumers around the world are displaying a growing preference for global brands rather than locally manufactured products and preference. Global brands are perceived as the strongest in many product categories. In Malaysia, the same phenomenon occurs when at least eight in ten consumers are reported to prefer global brands in purchasing skincare products. Hence, in responding to the issue, this paper is aimed to investigate the impact of social media influencers on customer‟s purchase intention of local skincare product. In this thesis, source credibility, source attractiveness, product match-up, meaning transfer and charisma will be investigated to identify the relationships with intention to purchase towards local skincare product. This thesis also investigates the mediating effect of customer attitude between with Social Media Influencer Attributes relationship and the intention to purchase towards local skincare product. Data were collected from millennial. A total of 316 online questionnaires were obtained for the final data analysis. In this thesis, purposive sampling and convenience sampling were employed. SPSS 24 and PLS 3.0 were performed to test the collected data. This thesis aimed at gaining a better understanding of the factors that influence purchase intention of local skincare product are needed and contribute to the local skincare purchase intention literature by recognizing the factors that influencing the customer purchase intention. The findings of this study shows that being a charismatic influencer develop a positive perception toward intention to purchase a product among potential customers 2022 Thesis https://ir.uitm.edu.my/id/eprint/76818/ https://ir.uitm.edu.my/id/eprint/76818/1/76818.pdf text en public masters Universiti Teknologi MARA (UiTM) Faculty of Business Management Syed Annuar, Sharifah Nurafizah
institution	Universiti Teknologi MARA
collection	UiTM Institutional Repository
language	English
advisor	Syed Annuar, Sharifah Nurafizah
topic	Online social networks Care and hygiene
spellingShingle	Online social networks Care and hygiene Noorham, Nareesa The impact of social media influencer on purchase intention of millennial towards local skincare products / Nareesa Noorham
description	Consumers around the world are displaying a growing preference for global brands rather than locally manufactured products and preference. Global brands are perceived as the strongest in many product categories. In Malaysia, the same phenomenon occurs when at least eight in ten consumers are reported to prefer global brands in purchasing skincare products. Hence, in responding to the issue, this paper is aimed to investigate the impact of social media influencers on customer‟s purchase intention of local skincare product. In this thesis, source credibility, source attractiveness, product match-up, meaning transfer and charisma will be investigated to identify the relationships with intention to purchase towards local skincare product. This thesis also investigates the mediating effect of customer attitude between with Social Media Influencer Attributes relationship and the intention to purchase towards local skincare product. Data were collected from millennial. A total of 316 online questionnaires were obtained for the final data analysis. In this thesis, purposive sampling and convenience sampling were employed. SPSS 24 and PLS 3.0 were performed to test the collected data. This thesis aimed at gaining a better understanding of the factors that influence purchase intention of local skincare product are needed and contribute to the local skincare purchase intention literature by recognizing the factors that influencing the customer purchase intention. The findings of this study shows that being a charismatic influencer develop a positive perception toward intention to purchase a product among potential customers
format	Thesis
qualification_level	Master's degree
author	Noorham, Nareesa
author_facet	Noorham, Nareesa
author_sort	Noorham, Nareesa
title	The impact of social media influencer on purchase intention of millennial towards local skincare products / Nareesa Noorham
title_short	The impact of social media influencer on purchase intention of millennial towards local skincare products / Nareesa Noorham
title_full	The impact of social media influencer on purchase intention of millennial towards local skincare products / Nareesa Noorham
title_fullStr	The impact of social media influencer on purchase intention of millennial towards local skincare products / Nareesa Noorham
title_full_unstemmed	The impact of social media influencer on purchase intention of millennial towards local skincare products / Nareesa Noorham
title_sort	impact of social media influencer on purchase intention of millennial towards local skincare products / nareesa noorham
granting_institution	Universiti Teknologi MARA (UiTM)
granting_department	Faculty of Business Management
publishDate	2022
url	https://ir.uitm.edu.my/id/eprint/76818/1/76818.pdf
_version_	1794191909370986496

The impact of social media influencer on purchase intention of millennial towards local skincare products / Nareesa Noorham

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