Factors that influence online shopping behaviour on cosmetics among millennial

Since the past few decades, the cosmetic industry has been rapidly growing and cosmetic industry was an industry that fast growing globally. The rising amount of new cosmetic firms entering the market had thrived this beauty business and caused a largely competitive environment. For that factor, cosmetic companies need to consistently develop their business activities with the aim to maintain and attract the attention of new consumers by creating values and meet their needs to comprehend and satisfy their customers. In Malaysia, the cosmetics industry was fastly increasing at a yearly rate of 13% because of the number of working women keep increasing, improved development and the rising of self-awareness as a result of education. The purpose of this research is to examine the influenced of perceived trust, perceived ease of use, and perceived security towards online shopping behaviour on cosmetics among millennial. The researcher distributed the questionnaire and successfully gathered 101 responses from millennial in UiTM Bandaraya Melaka, which the researcher focused only on students. Data gathered were analysed by using multiple linear regression. The results found that only perceived trust and perceived ease of use were positively influenced the online shopping behaviour on cosmetics among millennial. These findings might benefit to cosmetics firms and marketers to well comprehend essential factors affecting cosmetics online shopping behaviour among Malaysian consumers in order to better strive in the global and also domestic market.