The factors influencing purchase intention of cosmetic products among female consumers in Petaling Jaya

The increasing of the globalization causes the more intense of the competition among cosmetic industry players. In addition, technology advancement such as internet and television change the consumer’s lifestyle and preferences. These situations require the business practitioners to formulize the r...

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Main Author:	Nofri, Yanti
Format:	Thesis
Language:	eng eng eng
Published:	2019
Subjects:	HF5415.33 Consumer Behavior.
Online Access:	https://etd.uum.edu.my/8830/1/s820809_01.pdf https://etd.uum.edu.my/8830/2/s820809_02.pdf https://etd.uum.edu.my/8830/3/s820809_references.docx
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id	my-uum-etd.8830
record_format	uketd_dc
spelling	my-uum-etd.88302022-08-18T06:24:26Z The factors influencing purchase intention of cosmetic products among female consumers in Petaling Jaya 2019 Nofri, Yanti Md Said, Nor Pujawati Othman Yeop Abdullah Graduate School of Business Othman Yeop Abdullah Graduate School of Business HF5415.33 Consumer Behavior. The increasing of the globalization causes the more intense of the competition among cosmetic industry players. In addition, technology advancement such as internet and television change the consumer’s lifestyle and preferences. These situations require the business practitioners to formulize the right business strategy to gain more market share. There are many factors that can be focused on; one of them is the consumer behavior. Understanding the consumer behavior is one of the fundamental areas that should be concerned when deciding the right business strategy. The main objective of this research is to examine the factors influencing the consumers purchase intention towards cosmetic products among female consumers in the Petaling Jaya. Theory of Reasoned Action (TRA) is one of underpinning theory used in this research with two additional variables added on as additional factors. Thus, the scope of this research investigates four independent variables which affect the purchase intention on cosmetic products which are attitude, subjective norm, consumer innovativeness and brand awareness. Data were collected from 385 respondents, specifically female consumers in Petaling Jaya. The reliability analysis using Cronbach's Alpha indicates that all scale items were proven reliable. The relationship between independent and dependent variables is measured using Correlation Analysis which indicates that all independent variables have the relationship toward the purchase intention. Furthermore, the result also shows that purchase intention is most influenced by consumer innovativeness, followed by attitude and lastly by brand awareness; while the subjective norm does not influence the purchase intention significantly. The result of this study may contribute to the existing literature review and provide the industry players the information how the factors investigated in this research influence consumer’ purchase intention in order for them to develop effective business strategy. 2019 Thesis https://etd.uum.edu.my/8830/ https://etd.uum.edu.my/8830/1/s820809_01.pdf text eng public https://etd.uum.edu.my/8830/2/s820809_02.pdf text eng public https://etd.uum.edu.my/8830/3/s820809_references.docx text eng public other masters Universiti Utara Malaysia
institution	Universiti Utara Malaysia
collection	UUM ETD
language	eng eng eng
advisor	Md Said, Nor Pujawati
topic	HF5415.33 Consumer Behavior.
spellingShingle	HF5415.33 Consumer Behavior. Nofri, Yanti The factors influencing purchase intention of cosmetic products among female consumers in Petaling Jaya
description	The increasing of the globalization causes the more intense of the competition among cosmetic industry players. In addition, technology advancement such as internet and television change the consumer’s lifestyle and preferences. These situations require the business practitioners to formulize the right business strategy to gain more market share. There are many factors that can be focused on; one of them is the consumer behavior. Understanding the consumer behavior is one of the fundamental areas that should be concerned when deciding the right business strategy. The main objective of this research is to examine the factors influencing the consumers purchase intention towards cosmetic products among female consumers in the Petaling Jaya. Theory of Reasoned Action (TRA) is one of underpinning theory used in this research with two additional variables added on as additional factors. Thus, the scope of this research investigates four independent variables which affect the purchase intention on cosmetic products which are attitude, subjective norm, consumer innovativeness and brand awareness. Data were collected from 385 respondents, specifically female consumers in Petaling Jaya. The reliability analysis using Cronbach's Alpha indicates that all scale items were proven reliable. The relationship between independent and dependent variables is measured using Correlation Analysis which indicates that all independent variables have the relationship toward the purchase intention. Furthermore, the result also shows that purchase intention is most influenced by consumer innovativeness, followed by attitude and lastly by brand awareness; while the subjective norm does not influence the purchase intention significantly. The result of this study may contribute to the existing literature review and provide the industry players the information how the factors investigated in this research influence consumer’ purchase intention in order for them to develop effective business strategy.
format	Thesis
qualification_name	other
qualification_level	Master's degree
author	Nofri, Yanti
author_facet	Nofri, Yanti
author_sort	Nofri, Yanti
title	The factors influencing purchase intention of cosmetic products among female consumers in Petaling Jaya
title_short	The factors influencing purchase intention of cosmetic products among female consumers in Petaling Jaya
title_full	The factors influencing purchase intention of cosmetic products among female consumers in Petaling Jaya
title_fullStr	The factors influencing purchase intention of cosmetic products among female consumers in Petaling Jaya
title_full_unstemmed	The factors influencing purchase intention of cosmetic products among female consumers in Petaling Jaya
title_sort	factors influencing purchase intention of cosmetic products among female consumers in petaling jaya
granting_institution	Universiti Utara Malaysia
granting_department	Othman Yeop Abdullah Graduate School of Business
publishDate	2019
url	https://etd.uum.edu.my/8830/1/s820809_01.pdf https://etd.uum.edu.my/8830/2/s820809_02.pdf https://etd.uum.edu.my/8830/3/s820809_references.docx
_version_	1747828469574664192

The factors influencing purchase intention of cosmetic products among female consumers in Petaling Jaya

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