Factors affecting loyalty intention in cosmetic products among Kota Kinabalu consumer

The purpose of this research is to understand brand image and loyalty intention focused in cosmetic products industry. The relationship between brand image and loyalty intention was also investigated. Setting the research context on the cosmetic products industry in Malaysia, a survey study was conducted to be specifically in Kota Kinabalu Sabah. A convenience sample of 200 was distributed. The data were then analyzed with Statistical Package for Social Science (SPSS). Results from the study shows that brand image can increase cosmetic products by functional benefits, symbolic benefits and also experiential benefits through loyalty intention. Brand image was also found to be the most affecting factor in the consumer loyalty intention. As cosmetic products industry is an attractive market, brand image can be the one of initiatives cosmetic products managers can take into consideration in order to increase their loyalty intention. This is because not only brand image can increase loyalty intention itself, nut also will contribute to long-term success.