Understanding purchase intention of university students towards skin care products

Jia En Lee, Mei Ling Goh and Mohd Nazri Bin Mohd Noor

PSU Research Review, 2019, vol. 3, issue 3, 161-178

Abstract: Purpose - The purpose of this paper is to examine the factors which will contribute to consumers’ purchase intention on skin care products. Four factors, namely, brand awareness, brand association, perceived quality and brand loyalty, were included in this study. Design/methodology/approach - In total, 150 sets of self-administered questionnaires were distributed to students in a local private university in Melaka. Convenience sampling was used and data collected were analysed using SmartPLS to perform the measurement model and structural model. Findings - Findings have showed that there are positive relationships between brand awareness, brand association, perceived quality and brand loyalty and consumers’ purchase intention towards skin care products. Furthermore, it is concluded that perceived quality is the most significant factor in influencing consumers’ purchase intention. Originality/value - Firms are able to benefit from this study by formulating their brand management tactics referring to the findings to have competitive advantage over their competitors.

Keywords: Brand awareness; Purchase intention; Brand loyalty; Brand association; Perceived quality; Skincare products (search for similar items in EconPapers)
Date: 2019
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Citations: View citations in EconPapers (1)

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Persistent link: https://EconPapers.repec.org/RePEc:eme:prrpps:prr-11-2018-0031

DOI: 10.1108/PRR-11-2018-0031

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