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Determinants of purchase intention to buy global brands cosmetic among millennial / Nur Ainul Mardiah Jamal

Since the past few decades, the cosmetic industry has been growing speedily and cosmetic industry is an industry that quick expanding globally. The increasing numbers of new cosmetic firms penetrating the market have thrived this beauty business and caused a greatly competitive environment. For that...

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Main Author: Jamal, Nur Ainul Mardiah
Format: Student Project
Language:English
Published: Faculty of Business and Management 2019
Subjects:
Affection. Feeling. Emotion
Market surveys. Including brand choice. Brand loyalty
Purchasing. Selling. Sales personnel. Sales executives
Online Access:http://ir.uitm.edu.my/id/eprint/23521/1/PPb_NUR%20AINUL%20MARDIAH%20JAMAL%20M%20BM%2019_5.pdf
http://ir.uitm.edu.my/id/eprint/23521/
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spelling my.uitm.ir.235212019-04-07T03:17:34Z http://ir.uitm.edu.my/id/eprint/23521/ Determinants of purchase intention to buy global brands cosmetic among millennial / Nur Ainul Mardiah Jamal Jamal, Nur Ainul Mardiah Affection. Feeling. Emotion Market surveys. Including brand choice. Brand loyalty Purchasing. Selling. Sales personnel. Sales executives Since the past few decades, the cosmetic industry has been growing speedily and cosmetic industry is an industry that quick expanding globally. The increasing numbers of new cosmetic firms penetrating the market have thrived this beauty business and caused a greatly competitive environment. For that reason, cosmetic companies need to constantly develop their business activities with the aim to stay and draw the attention of new customers by creating values and meet their needs to comprehend and satisfy their customers. In Malaysia, the cosmetics industry is also rapidly growing at a yearly rate of 13% due to the number of working women are increasing, improved development and the rising of self-awareness as a result of education. The purpose of this research is to investigate the influence of quality, country of origin, brand image and emotional value on the purchase intention to buy global brands cosmetic among millennial. The researcher distributed the questionnaire to collect 150 responses from millennial-aged 16-36 years old in Melaka. Data collected were analyzed by using multiple linear regression. The results found that emotional value positively influenced the purchase intention to buy global brands cosmetic. However, quality, country of origin and brand image are not significant. The findings might advantage cosmetics firms and marketers to well comprehend essential factors affecting cosmetics purchase intention among Malaysian consumers in order to better strive in the global and the domestic market. Faculty of Business and Management 2019 Student Project NonPeerReviewed text en http://ir.uitm.edu.my/id/eprint/23521/1/PPb_NUR%20AINUL%20MARDIAH%20JAMAL%20M%20BM%2019_5.pdf Jamal, Nur Ainul Mardiah (2019) Determinants of purchase intention to buy global brands cosmetic among millennial / Nur Ainul Mardiah Jamal. [Student Project] (Unpublished)
institution Universiti Teknologi Mara
building Tun Abdul Razak Library
collection Institutional Repository
continent Asia
country Malaysia
content_provider Universiti Teknologi Mara
content_source UiTM Institutional Repository
url_provider http://ir.uitm.edu.my/
language English
topic Affection. Feeling. Emotion
Market surveys. Including brand choice. Brand loyalty
Purchasing. Selling. Sales personnel. Sales executives
spellingShingle Affection. Feeling. Emotion
Market surveys. Including brand choice. Brand loyalty
Purchasing. Selling. Sales personnel. Sales executives
Jamal, Nur Ainul Mardiah
Determinants of purchase intention to buy global brands cosmetic among millennial / Nur Ainul Mardiah Jamal
description Since the past few decades, the cosmetic industry has been growing speedily and cosmetic industry is an industry that quick expanding globally. The increasing numbers of new cosmetic firms penetrating the market have thrived this beauty business and caused a greatly competitive environment. For that reason, cosmetic companies need to constantly develop their business activities with the aim to stay and draw the attention of new customers by creating values and meet their needs to comprehend and satisfy their customers. In Malaysia, the cosmetics industry is also rapidly growing at a yearly rate of 13% due to the number of working women are increasing, improved development and the rising of self-awareness as a result of education. The purpose of this research is to investigate the influence of quality, country of origin, brand image and emotional value on the purchase intention to buy global brands cosmetic among millennial. The researcher distributed the questionnaire to collect 150 responses from millennial-aged 16-36 years old in Melaka. Data collected were analyzed by using multiple linear regression. The results found that emotional value positively influenced the purchase intention to buy global brands cosmetic. However, quality, country of origin and brand image are not significant. The findings might advantage cosmetics firms and marketers to well comprehend essential factors affecting cosmetics purchase intention among Malaysian consumers in order to better strive in the global and the domestic market.
format Student Project
author Jamal, Nur Ainul Mardiah
author_facet Jamal, Nur Ainul Mardiah
author_sort Jamal, Nur Ainul Mardiah
title Determinants of purchase intention to buy global brands cosmetic among millennial / Nur Ainul Mardiah Jamal
title_short Determinants of purchase intention to buy global brands cosmetic among millennial / Nur Ainul Mardiah Jamal
title_full Determinants of purchase intention to buy global brands cosmetic among millennial / Nur Ainul Mardiah Jamal
title_fullStr Determinants of purchase intention to buy global brands cosmetic among millennial / Nur Ainul Mardiah Jamal
title_full_unstemmed Determinants of purchase intention to buy global brands cosmetic among millennial / Nur Ainul Mardiah Jamal
title_sort determinants of purchase intention to buy global brands cosmetic among millennial / nur ainul mardiah jamal
publisher Faculty of Business and Management
publishDate 2019
url http://ir.uitm.edu.my/id/eprint/23521/1/PPb_NUR%20AINUL%20MARDIAH%20JAMAL%20M%20BM%2019_5.pdf
http://ir.uitm.edu.my/id/eprint/23521/
_version_ 1685649743397519360
score 13.211869

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