FACTORS INFLUENCING PURCHASE INTENTION TOWARDS NATURAL COSMETICS AMONG STUDENTS IN UNIVERSITI PUTRA MALAYSIA

Goh Dah Hong and Syuhaily Osman

Abstract

Abstract
This study investigates the factors influencing purchase intention toward natural
cosmetics among students at Universiti Putra Malaysia (UPM). A survey of 210
UPM students, conducted via Google Forms using simple random sampling,
revealed significant positive correlations between purchase intention and price
(r = 0.449, p < .001), brand awareness (r = 0.408, p < .001), and product quality
(r = 0.486, p < .001) through Pearson correlation analysis. Multiple linear
regression demonstrated that these factors collectively accounted for 30.1% of
the variance in purchase intention (Adjusted R² = 0.301), with product quality
emerging as the strongest predictor (Beta = 0.299). The findings underscore the
importance of prioritizing product quality, competitive pricing, and brand
recognition to enhance consumer appeal. Additionally, this study offers actionable
insights for marketers, policymakers, and researchers aiming to advance
sustainable consumption trends in the natural cosmetics industry. By elucidating
key determinants of purchase behavior, this research contributes to fostering
consumer awareness and driving innovation in the sector.
Keywords: Purchase intention, natural cosmetics, product quality, brand
awareness, price, sustainable consumption