CONSUMER PURCHASE INTENTION TOWARDS SKIN CARE PRODUCTS IN MALAYSIA

Abstract

In today's society, due to the rapid growth of economy and the improvement of live quality, more and more people pay attention to skin care products to improve their appearance and more and more scholars and marketers are beginning to realize the importance of this field however, most of the research on the skin care products market is concentrated in European countries, the United States and China, and there are few academic studies to study the skin care products market in Malaysia. This study will bridge the gap by analyzing consumer purchase intention in the Malaysian context skin care products. Country of origin (COO), Price and Brand are selected as the independent variables of consumer purchase intention in this research. In addition, to determine this relationship, the study examined relevant literature and appropriate measurement models for all variables in this study. The appropriate research model was used as the research method. The questionnaire was distributed to the target population, and the collected data were analyzed scientifically.