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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| Format: | Student Project |
| Language: | English |
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Faculty of Business and Management
2019
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| Online Access: | https://ir.uitm.edu.my/id/eprint/23521/ |
| _version_ | 1848805763072393216 |
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| author | Jamal, Nur Ainul Mardiah |
| author_facet | Jamal, Nur Ainul Mardiah |
| author_sort | Jamal, Nur Ainul Mardiah |
| building | UiTM Institutional Repository |
| collection | Online Access |
| 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. |
| first_indexed | 2025-11-14T22:16:12Z |
| format | Student Project |
| id | uitm-23521 |
| institution | Universiti Teknologi MARA |
| institution_category | Local University |
| language | English |
| last_indexed | 2025-11-14T22:16:12Z |
| publishDate | 2019 |
| publisher | Faculty of Business and Management |
| recordtype | eprints |
| repository_type | Digital Repository |
| spelling | uitm-235212019-04-07T03:17:34Z https://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 https://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. (2019) [Student Project] <http://terminalib.uitm.edu.my/23521.pdf> (Unpublished) |
| 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 |
| title | 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_short | 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 |
| topic | Affection. Feeling. Emotion Market surveys. Including brand choice. Brand loyalty Purchasing. Selling. Sales personnel. Sales executives |
| url | https://ir.uitm.edu.my/id/eprint/23521/ |