Factors Influencing Purchase Intention of Facial Skincare amongst Malaysian Consumers
INTI International University, Malaysia
Abdul Rahman Bin S Senathirajah
INTI International University, Malaysia
Rasheedul Haque
MAHSA University, Malaysia.
Tippawan Lertatthakornkit
Faculty of Management, Shinawatra University, Thailand.
Hariharan N Krishnasamy
INTI International University, Malaysia
Yudi Wu
Faculty of Liberal Arts, Shinawatra University, Thailand.
Majid bin Md. Isa
INTI International University, Malaysia
Abstract
This manuscript aims to identify the factors influencing the purchase intention of skincare products among Malaysian consumers, employing the Theory of Planned Behaviour as its theoretical framework. Through a quantitative approach, data were gathered via a questionnaire from consumers in Klang Valley, spanning ages from under 20 to over 50. The study collected 151 responses, revealing that factors such as price, brand reputation, attitude, and subjective norms significantly impact the purchase intentions of skincare products in Malaysia. This research provides valuable insights into the purchasing behaviours of Malaysian consumers concerning facial skincare products, contributing to the existing body of literature on skincare buying behaviour in Malaysia. Moreover, the findings offer practical implications for marketers and skincare businesses, suggesting that tailored marketing strategies considering price and brand reputation could foster sustainable growth in the Malaysian market.