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UNIRAZAK Library Pustaka
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| Abstract : UNIRAZAK Library |
| The primary goal of this study is to examine the impact of consumer motivation on the preferences and purchase intention of cosmetic products in Sephora Malaysia using quantitative approach. By investigating various theories such as the situation-specific theory, regulatory focus theory, and reinforcement theory, this research aims to contribute to the field of consumer behavior science and psychological theories. Additionally, the practical findings served as a guide for the makeup industry to better cater to the preferences and needs of women in Malaysia. The relevant information was collected using questionnaire techniques and analyzed using the IBM SPSS file. The variety of quantitative techniques that were adopted on this research includes statistical analysis, correlation analysis, and regression analysis applied on a sample of 178 participants. The research examines key variables like brand reputation, product attributes, and social media influence, aiming to understand their impact on purchase intentions. The results indicate that social media significantly influences consumer purchase intentions, more so than brand reputation and product attributes. Additionally, the study suggests that while brand-related factors play a role, they are less critical compared to social media in shaping consumers’ buying decisions. The findings highlight the importance of integrating social media strategies to enhance consumer engagement and sales, offering valuable insights for marketers in the cosmetics industry. The research contributes to the broader understanding of consumer behaviour within the beauty sector, providing a foundation for future studies to explore other influential factors. |
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