Factors Affecting Repurchase Intention of Korean Cosmetics Product in Malaysia Author: Lim Li Wen Student No:

Abstract

Korean cosmetics product is getting popular in Malaysia due to Korean Culture influence. Research found that the Malaysia has been one of the exporting countries for Korean cosmetics product from Korea along with Thailand and Vietnam. Due to increasing import from Korea, there are many Korean cosmetic brand exist in Malaysia causing the worry of the sustainability of these brand as the competition among the firms are fierce. Moreover, article has also mention that some brand has the high return rate from the customer compare to other. This has create the phenomena of want to know the factors affecting the repurchase intention of the Korean cosmetics brand. Nevertheless, it is also important to have research on repurchase intention as it will have affect the marketing strategies of the company by getting to know the information behind the repurchase intention. As this study are also serve the purpose of fill in the gaps of the literature review, therefore 3 independent variable has been identify to fill in the gaps of this particular context which is corporate image , brand innovation and customer commitment.