The Influence of Product Attributes on Young Consumers’ Purchase Decision of Makeups among Malaysian: The Mediating Effects of Perceived Brand Image, CEO’s Image, and Quality
Khalilah Abd Hafiz
Graduate School of Business Management, Universiti Kebangsaan
Khairul Anuar Mohd Ali
School of Business Management, Universiti Utara Malaysia
In recent years, the young generation has developing an interest in makeups. Makeups are not only just a popular trend but have a meaningful impact particularly in boosting their self-esteem, self-confidence, and personality. The purpose of this study is (1) to examine the influence of product attributes on young consumer purchase decision; (2) to examine the influence of product attributes on perceived brand image, perceived CEO’s image and perceived quality, (3) to examine the influence of perceived brand image, perceived CEO’s image and perceived quality on young consumer purchase decision and (4) to examine the mediating effects of perceived brand image, perceived CEO’s image and perceived quality in the relationship between product attributes and young consumer purchase decision of makeups among Malaysian. A total of 475 useable surveys (69.75% response rate) and data was collected using a self-administered survey in a shopping mall in Klang Valley, Kuala Lumpur. Store-intercept technique was used to determine the sample, and the instrument adapted from the prior studies based on seven-point Likert-scale. Covariance Based-Structural Equation Modeling (CB-SEM) technique was employed. The empirical results confirm that product attributes the perceived brand image, perceived CEO’s image and perceived quality have significant influences on the young consumer purchase decision. Additionally, the results indicate that there are no mediating effects of the perceived brand image, perceived CEO’s image and perceived quality in the relationship of product attributes and the young consumers’ purchase decision of makeups. The managerial implications discussed in the context of practical contribution to marketers in the cosmetic industry.
Keywords: Consumer purchase decision, Product attributes, Perceived brand image, Perceived CEO’s image, Perceived quality