Factors influence female purchase intention towards local cosmetics product among Universiti Malaysia Kelantan students

This paper aimed to study the effect between attitude, brand awareness, consumer experiences and price on female purchase intention towards local cosmetics products among Universiti Malaysia Kelantan (UMK) students. This study reviewed the literature of past research of factors that influence female purchase intention towards local cosmetics product. The main factor of consumer behaviour that used in this study was to analyse customer female purchase intention were attitude, brand awareness, consumer experience and price. We used a survey questionnaire to collect 226 valid responses from female student of Bachelor of Entrepreneurship (Retailing) with Honours in UMK. These collected data were analysed using SPSS version 24 and the result gathered through Pearson Correlation Coefficient and Multiple Regression. The findings revealed that attitude, brand awareness, consumer experiences and price emerged with significant influence on female intention toward local cosmetics at UMK. The implication from this study is for female consumer who
is wearing a cosmetic product, an industry or organization who involve in produce local cosmetic product and retailer who sale a local cosmetic product. Finally, the result shows
that attitude influence female purchase intention the most compared to brand awareness, consumer experiences and price.