Abstract:

Cosmetics industry is an important industry with the demand for the cosmetic products is on the rising trend. International brands are well known, however, competition is fierce. The study in Malaysian context is limited. Therefore, the current study aims to identify the factors influencing the purchase intention of international cosmetic brands. Five factors are chosen for this study which include celebrity endorsement, brand image, product packaging, promotion and perceived quality. The respondents consist of women from a wide range of age group. 200 respondents provided the data for the study. The multiple regression result identified all the variables included in this study have influence on the purchase intention of international cosmetic brands. Nevertheless, perceived quality and promotions are among the more critical reasons that motivate the purchase intention of the cosmetic brands.