A study on purchase behavior of cosmetic among youth female: a case study in Besut, Terengganu / Nor Atirah Ab. Rahman

This research was conducted to fulfill the requirement needed by the Faculty of Business Management, University of MARA Technology. The researcher had chosen the topic of “A Study on Purchase Behavior of Cosmetic among Female Youth: A Case Study in Besut, Terengganu”. The purpose of this study to investigate the determinants affecting consumer’s purchasing behavior towards cosmetic products among female youth nowadays. This study case had been conducted in Besut, Terengganu. The
determinants consist of four attributes which are the independent variables in this research. The attributes are social media, consumer’s lifestyle, product attributes and
brand image. Data from 80 respondents were used for the statistical analysis. The multiple linear regressions are used to estimate the influence related between dependent
variable and independent variable. The result will help the researcher to determine whether the research has achieved the objective that has been set up earlier or not. After
the research has done, this study achieves its objectives to investigate what are the determinants influencing the consumer purchasing. Based on findings and result
analysis, the researcher can concluded that the social media, consumer’s lifestyle and product attributes have significant influence on purchase behavior of cosmetic among female youth.