Factors Influencing Purchase Intention of Korean Skincare Products: Malaysian Gen-Y Females

In early 2000s, Korean cosmetics and skin care products, also known as K-Beauty, started to gain popularity in the cosmetics and skincare products industry in Malaysia that was previously dominated by the Western countries. South Korea’s culture is fixated with youth and beauty and it was predictable that the skincare products used by its popular entertainment stars increase the interest of their beauty products across the globe. The aim of this research is to understand the purchase intention of Malaysian Females Gen Y towards Korean Skin Care products. Theory of Reasoned Action (TRA) is used to predict consumer’s behaviour and to explain the influence of price consciousness, brand image and celebrity endorsement to the purchase intention. Data were collected from 257 respondents through an online survey and was analysed descriptively. IBM SPSS software version 24 was used to test the hypotheses, and the results indicated that only Brand Image has an influence on the purchase intention of Malaysian Females Gen Y towards Korean Skin Care products. This research recommended that marketers develop and improve their strategies in terms of product pricing, branding and advertising and promotion to increase their potential appeal to consumers.