Purchase intention of Korean cosmetic products among youth in Kota Samarahan / Nur Azizah Aqiuah Muhi

• Main Author: Muhi, Nur Azizah Aqiuah
• Format: Student Project
• Language: English
• Published: 2017
• Subjects: H Social Sciences (General); Study and teaching. Research
• Online Access: https://ir.uitm.edu.my/id/eprint/97701/1/97701.pdf; https://ir.uitm.edu.my/id/eprint/97701/

South Korean has become one ofthe trending country in Asia. Everyone wants to catch-up with their latest thing such as entertainment, cosmetic products and etc.. Korean cosmetic products seem to be effective and advance in technology for Asian people. Many Asian looking forward to Korean cosmetic products. The purpose ofthis study is to examine the relationship and determine the factors influencing purchase intention ofKorean cosmetic products. 150 questionnaires were distributed in Kota Samarahan. The variable investigated are (a) advertisement; (b) celebrity endorser; (c) perceived value; and (d) perceived quality towards purhasing intention ofKorean cosmetic products. The expected finding ofthis paper is there is a positive significant relationship between both independent and dependent variables with moderating variables ofbrand trust.