The impact of social media influencer on purchase intention of millennial towards local skincare products / Nareesa Noorham

• Main Author: Noorham, Nareesa
• Format: Thesis
• Language: English
• Published: 2022
• Subjects: Online social networks; Care and hygiene
• Online Access: https://ir.uitm.edu.my/id/eprint/76818/1/76818.pdf; https://ir.uitm.edu.my/id/eprint/76818/

Consumers around the world are displaying a growing preference for global brands rather than locally manufactured products and preference. Global brands are perceived as the strongest in many product categories. In Malaysia, the same phenomenon occurs when at least eight in ten consumers are reported to prefer global brands in purchasing skincare products. Hence, in responding to the issue, this paper is aimed to investigate the impact of social media influencers on customer‟s purchase intention of local skincare product. In this thesis, source credibility, source attractiveness, product match-up, meaning transfer and charisma will be investigated to identify the relationships with intention to purchase towards local skincare product. This thesis also investigates the mediating effect of customer attitude between with Social Media Influencer Attributes relationship and the intention to purchase towards local skincare product. Data were collected from millennial. A total of 316 online questionnaires were obtained for the final data analysis. In this thesis, purposive sampling and convenience sampling were employed. SPSS 24 and PLS 3.0 were performed to test the collected data. This thesis aimed at gaining a better understanding of the factors that influence purchase intention of local skincare product are needed and contribute to the local skincare purchase intention literature by recognizing the factors that influencing the customer purchase intention. The findings of this study shows that being a charismatic influencer develop a positive perception toward intention to purchase a product among potential customers