MALAYSIAN MILLENNIAL BUYING BEHAVIOR AND COUNTRY-OF-ORIGIN EFFECT

Abstract

Millennials are increasingly domineering in global digital consumption. They are exposed and accustomed to rapidly changing technology that influences the way they purchase products. As Millennials‟ disposable income increases they are becoming a force to be reckoned. The Malaysian government is encouraging consumers in particular Millennials to buy local products as a means to reviving its economy. However, there is a need for better understanding of Millennials‟ purchase intention and its influence from extrinsic and intrinsic environmental cues. Also, Millennials‟ own purchase attitude and perception of country-of-origin when it comes to making buying decision. The cross-sectional study was conducted on 334 respondents located in Klang Valley, Malaysia and analyzed using structural equation modeling AMOS statistical software. The outcome is that Millennials are less influenced by product quality alone and more on trust and price perception. Although trust may be the main purchasing factor, Millennials‟ real disposable income is an overriding factor to actually proceed with the purchase.