ISSN: 2222-6990
Open access
This study aims to identify factors that contribute to purchase intention of home-grown makeup products. Psychological factors (attitude, perceived behavioral control and subjective norms) and past experience that are based on Planned Behavior theory are the predictors of home-grown makeup product purchase intention. Cross sectional data collection through survey questionnaire gathered 400 responses from makeup consumers in northern Malaysia. In order to test the relationships, data analyses of the measurement and structural model were performed using Partial Least Squares (PLS-SEM). The structural model test shows a significant positive relationship between past experience (?=0.743, p-value 0.001) and perceived behavior control (?=0.118, p-value 0.026) towards purchase intention. However, the data shows that attitude and subjective norm has insignificant relationship with purchase intention. This study provides valuable insight into makeup product consumers’ behavior using samples from northern Malaysia.
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In-Text Citation: (Nordin & Noriman, 2021)
To Cite this Article: Nordin, N., & Noriman, N. A. (2021). Purchase Intention Model of Malaysian Home-Grown Beauty Product. International Journal of Academic Research in Business and Social Sciences, 11(11), 2223–2242.
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