Factors affecting buying intention of local skin care products among customers in Kota Kinabalu, Sabah / Nur Asyiyah Sapari

This study investigates the factors affecting buying intention of local skin care
products among customers in Kota Kinabalu, Sabah. Four factors were identified
based on the TRA and TPB models of consumer buying behavior which are: attitude,
advertisement appeals, product attributes and perceived social status. The consumer
buying behavior and buying intention were determined and the relationships between
these factors with buying intentions were evaluated with Pearson correlation test. The
study involved 150 respondents selected using convenience sampling. This
quantitative and descriptive research used an adapted questionnaire from past
researches (Akir & Othman, 2010; Chan et al., 2011; Nikdavoodi, 2012). Data was
analyzed using SPSS Version 21.0 with descriptive and inferential statistical analyses.
Findings showed positive buying behavior and buying intention. Attitude,
advertisement appeals and product attributes are perceived high but moderately for
perceived social status. Pearson correlation test showed positive, significant and
moderate relationships between attitude, advertisement appeals and product attributes
with buying intention but no significant relationship between perceived social status
and buying intention. It is recommended that other types of products in the cosmetic
industry should also be studied in relation to consumer behavior so that a better and
clearer understanding of the local cosmetic industry is attained. This would contribute
to effective marketing intervention to ensure competitive advantage of local cosmetic
products.