PEER COMMUNICATIONS INFLUENCE ON PURCHASE INTENTION OF BEAUTY PRODUCTS
One of the fast-growing industries identified is beauty-care industry. Different factors are influencing beauty enthusiasts on purchasing intention. Nowadays, peer communication has become important in marketing process as it is a multi-dimensional two-way activity. However, there are limited...
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| Main Authors: | , |
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| Format: | Article |
| Language: | English |
| Published: |
INTI International University
2023
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| Subjects: | |
| Online Access: | http://eprints.intimal.edu.my/1861/1/jobss2023_26.pdf http://eprints.intimal.edu.my/1861/ http://ipublishing.intimal.edu.my/jobss.html |
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| Summary: | One of the fast-growing industries identified is beauty-care industry. Different factors are
influencing beauty enthusiasts on purchasing intention. Nowadays, peer communication has
become important in marketing process as it is a multi-dimensional two-way activity. However,
there are limited research conducted in the context of beauty products. Therefore, the findings
of this research are useful to tighten the gap of knowledge to academe, and to be a reference
for marketing plan in beauty industry. Questionnaire is distributed randomly and is done with
various analysis tools in SPSS, such as Correlation Analysis, Reliability Analysis, Multiple
Regression Analysis. From the findings of this research, we found that social media
dependency and public-organization engagement have significantly influenced the purchase
intention of beauty products, while tie-strength has not significantly influenced the purchase
intention. Therefore, brands should have a consistent image across social media platforms and
influence the followers with helpful information and entertaining videos. Public-organization
engagement should be improved and maintained to increase the purchase intention among
consumers |
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