Theory of planned behavior influencing female purchase intention towards Tati Skincare product / Intan Nadirah Ahmad Zaain

Tati Skincare products seem to be accepted as a fundamental component to satisfy female purchase intention. However, it has been often overlooked in cosmetics industries and satisfaction studies. The main objective of this study was to investigate the factor that influencing the female purchase intention towards Tati Skincare products, Hence, This study shows that overall for the independent variables consist of attitude, subjective norms and perceived behavioral control have significantly affects towards female purchase intention. Subsequent regression analyses demonstrated that the independent variable influence female purchase intention through the factors that affecting the customers. Thus, cosmetics industries should pay attention to perceived behavioral control as important things towards the female consumers. However, this study will investigate the major factors that influence the female purchase intention towards Tati Skincare products. The finding shows that attitude and perceived behavioral control is significant relationship towards female purchase intention while subjective norms is not significant relationship with female purchase intention.