FACTORS INFLUENCING CONSUMER PURCHASE DECISION ON COSMETIC PRODUCTS IN SELANGOR, MALAYSIA

Abstract

Social Media platform has increasing become common in Malaysia, among businesses and service provider has means to advertise and achieve marketing objectives. Social media platform has shown its impact by creating world-known famous cosmetic products by sharing of knowledge over the internet platform. However, such concept is still relatively new within the Malaysia cosmetic products provider market. Also, there are very few academic research has been done to study the relationship between social media factors and purchase decision. Therefore, this research was initiated to bridge the gap by determining the factors influencing consumer purchase decision on cosmetic products in Selangor, Malaysia. Electronic word of mouth, Social network sites and Mobile social media application  were selected as the specific sub-factors of social media marketing constructs in this research. The research has reviewed relevant literature and appropriate measurement models that concerned all research variables. Besides, Correlation Study design was applied as the research method and a self-administered questionnaire was distributed among Selangor consumer under the instruction of research requirements. A serial of statistical tests were performed to ensure reliability, validity and accuracy of this research.