University of

Greenwich

ASSIGNMENT SUBMISSION COVER SHEET

SUBJECT CODE : BUSI0011

SUBJECT TITLE : DISSERTATION

PROGRAMME : BABM

SEGi ID : SCKL2101194

UOG ID : 001234273

LECTURER’S NAME : DR. SANMUGAM

LEARNING CENTRE : SEGi COLLEGE KUALA LUMPUR

SUBMISSION DATE : 4/12/2023

RESEARCH TITLE : The Impact of Social Media On

Customer Purchase Intention among

Malaysian about Beauty Industry

Contents
CHAPTER 1: INTRODUCTION 2
1.0 Introduction 2
1.1 Background Of The Study 2
1.2 Problem Statement 3
1.3 Research Question 5
1.4 Research Objective 5
1.5 Significance of Study 5
1.6 Scope of Study 6
2.0 Literature Review 7
2.1 Influence of Social Media Platform Influence on Purchase Intention 7
2.2 Purchase Intention 7
2.3 Influence of Social Media Platform Influence on Purchase Intention 8
2.4 Perceived Quality on Purchase Intention 9
2.5 Relationship between Similarity and Purchase Intention 9
3.0 Research Methodology 11
3.1 Research Paradigm 11
3.2 Research Design 11
3.3 Research Method / Strategy 11
3.4 Questionnaire Design 11
3.5 Population and sample Selection Process 12
3.6 Pre-test Questionnaire 12
3.7 Pilot Test 12
3.8 Reliability and Validity for Pilot Test 12
3.9 Data Analysis 13
3.10 Conclusion 13
4.0 References 14
5.0 Appendix 15
CHAPTER 1: INTRODUCTION

Title: The Impact of Social Media On Customer Purchase Intention among Malaysian about
Beauty Industry

1.0 Introduction

The beauty industry has grown rapidly and high dynamic sector that focuses on products
and practise designed to enhance and maintain our skin health. It had a wide range of
products to suit customer needs and wants (Kang et al., 2022). The gap between the beauty
industry is different from Covid 19. Before Covid 19, customers like to buy the products in
store, but after Covid 19, customers start to purchase their item through online. This
research can help the beauty companies to know that the customer wants and needs. For
example, customer can learn about the beauty knowledge through social media. After the
customers have basic knowledge, they can choose the right beauty product to use. The
limitation of this topic is the journal and article. The real example that takes all over the
world is less (Shafiq et al, 2023).

1.1 Background Of The Study

The impact of social media on customer purchase intention in the beauty industry is a topic
of growing significance in marketing and consumer behaviour. Customer will use social
media as the base for searching information. Besides, the beauty industry is highly
competitive, and customer have a wide range of options to choose from. So, beauty brands
in Malaysia need to have a well social media strategy not only show their product and build
trust, engages with audience, and responds to change trends and customers’ needs. It
includes some academic studies as marketing result and industry analyses (Chuah et al,
2023).
1.2 Problem Statement

Diagram 1.2.1 Revenue of the Beauty industry worldwide 2015-2028 (in million) (Statista
Research Department, 2022).

Influencers and beauty professionals on social media platforms have become important in
shaping consumer purchase intention. Beauty influencers can affect the customer purchase
intention. This can directly affect this industry revenue. This graph clearly shows that
internetworking has risen rapidly in Malaysia in the beauty industry. This can take the
advantages of social media and use it to develop marketing strategies which made it a
popular platform for the communication among people because social media had become a
daily, necessity and integral part of life. So, companies increase their business through social
media. (Harrigan et al. 2020)
Diagram 1.2.2 Active social media users as percentage of the total population in Malaysia
from 2016 to 2023 (Statista Research Department, 2023)

The second problem statement: social media platforms influence Malaysia consumers’
decisions to purchase beauty products. Through this result, top management of the
company can think about the strategy on how to attract customer attention and let them
know clearly about the detail of product content. This can make the customer get the latest
information about the product that company sold. Online shopping is an unstoppable trend
after the Covid-19 pandemic. (Statista Research Department, 2023)
1.3 Research Question

The following questions have been formulated in response to the problem statement.

1. How do Malaysian consumers purchase beauty products through social media

platforms?

2. What specific social media factors play a significant role in shaping the purchase
intentions of Malaysian consumers regarding beauty products?

1.4 Research Objective

The following research objectives have been formulated through the research question.

1. To collect the research data to investigate the impact of social media platforms that
affect the consumers purchase intention.

2. To research on the factors that influence the decision-making processes of consumers in

the beauty product purchasing through social media.

1.5 Significance of Study

A wide range of people could profit from this research, including consumers, marketers,
online businesses, and legislators. Effective marketing strategies to raise brand recognition
and customer purchase intention can be developed using the insightful information this
research will provide about the factors influencing consumer behaviour and decision-
making (Khan et al, 2022).

1.6 Scope of Study

This study focuses mainly on the influence of Malaysian beauty industry social media on
consumer behaviour and purchase intent. Data will be collected for the study from a sample
of Malaysian consumers who participated in an online survey using a quantitative research
design. After statistical analysis of the study results, the main factors influencing Malaysian
consumers' recognition of the company and intent to purchase will be identified. (Khan et
al, 2022)
2.0 Literature Review

This chapter defines factors that influence their recognition and decision-making processes
in the context of the beauty product consumption and social media play the role in the
influence the customer’s purchase intention. It also outlines the foundations of the source
of social media influence in the customer’s purchase intention. Credibility, knowledge,
likeability, and resemblance are the main factors assessed in this review. All information is
derived from literature review to understand the research topic and problem better.

2.1 Dependent Variable 1: Purchase Intention

Refer to the article Peña-García (2020), purchase intention is customer willing to buy a
particular or specific product or services that attract them. Customer’s purchase intention
happens when the product or service is fulfilling their expectation (Content, 2018). Purchase
intention is philosophy perspective about the probability of customers making decisions to
purchase product (Grewal et al, 1998). Customer needs to make a purchase. Therefore,
social media platform can be signals to initiate their purchasing behaviour (Harshini, 2015).
Social media not just influence the customer’s purchase intention and companies can use
the low advertising cost with high respond rate from local and international (Yong et al,p
2012). Social media platform can influence the customer’s purchase intention through other
consumers’ quick experience sharing, advise and information search (Patina et al, 2012).
Purchase intention can used to build up a new distribution channel to help business or top
management to determine the concept for further development and decide which
geographic markets and consumer segments to target through social media platforms
(Morwitz et al, 2007). This research focuses on purchase intention as a key variable to be
investigate. Customer behaviour effect to the pre-purchase stage and capture to the
motivational aspects that take place. (Armitage et al, 2001). To investigate the consumer
behaviour, attitudes, assessments, and internal factors is necessary to know. This
investigation will generate a process call purchase intention (Manan et al., 2020).

2.2 Independent Variable 1: Influencer of Social Media Platform Influence on Purchase

Intention

Numerous scholars and investigators have reported on the various ways in which social
media platforms impact consumers. As per the article Siti Nurul (2022), there will be many
social media influencers on social media platforms. As per the article, Enke et al. (2019)
provided one of the most comprehensive descriptions of social media influencers,
characterising them as an unaffiliated individual possessing a limited number of followers.
Through the creation, sharing, engagement, and personal appearance of social media
content, those influencers can also have an impact on customers. In addition, Freberg et al.
(2011) had described social media influencers as a new class of strategies that can increase
consumer purchase intentions. These social media influencers frequently share details
about their personal lives and the products they use on social media. Those actions can
attract the customer to learn the information and the use of the item from them (Chung et
al, 2017).

According to De Veirman et al (2017), social media influencers play an important role in

marketing goals because of their following and industry acknowledgement. Purchase intent
and behaviour are greatly influenced by influencers’ capacity to persuade their audience to
make purchases effectively communicating brand messages. Influencer marketing is much
less expensive than using other marketing strategies because influencers can have a large
number of customers. Social media influencers have an important impact on consumers’
purchase decisions, but they play the role in creativity and brand messaging (Peetz et al,
2004). Besides, age, peer pressure, lifestyle and influencer’s capacity that can effectively
communicate a brand's message to customers have an impact on consumer’s purchase
intention or purchase decisions. (Rani, 2019)

2.3 Independent Variable 2: Perceived Quality on Purchase Intention

According to Philip et al. (2012), a product's ability to perform its intended functions, such
as dependability and accuracy, is referred to as its quality. On the other hand, people use
perception to choose, organise, and interpret stimuli into meaningful and cogent images of
the outside world (Schiffman et al., 2008). From the comprehension above, it follows that an
individual's process of forming an opinion about a product's capabilities determines its
perceived quality.

Asshidin et al (2016) reported that the prior research has demonstrated a noteworthy and
moderate correlation between purchase intention and perceived quality and emotional
value. Perceived quality has a substantial impact on profitability, according to the additional
research. Subsequent analysis of the data revealed the strong correlation between purchase
intention and brand awareness, perceived quality, and loyalty. Purchase intention alone
mediates the relationship between perceived quality and profitability, according to the
result of the Sobel test used in this study (Yaseen et al, 2011). Quality perception has a
direct impact on purchase intention. Before making a purchase, customer have
preconceived notions about the product’s price, quality and styles. The purchase intention
will increase and decrease according viewing product information because these are direct
relationship that influent each other. Customers are willing to buy products if the quality is
good and can be used effectively (Saleem et al, 2015)
2.4 Independent Variable 3: Relationship between Similarity and Purchase Intention

The degree of similarity between the source and the buyer’s intention to buy has frequently
been linked in the research (Chen et al, 2019). This is because the influencer’s familiarity ，
likeness, attractiveness, and likeability – all crucial components for the successful marketing
of products and services. Social media influences can establish an emotional bond with their
followers by sharing commonalities that according to the previous research. According to
Chapple et al (2017), social media influencers’ parallel lives and personalities foster a sense
of camaraderie among their followers. According to Researchers Chen et al (2019)
discovered a positive correlation between the level of brand confidence and the influencer's
similarity. As a result, there was an impact on the consumers' brand awareness and
purchase intent. The customer's intention not to finish the purchase was disrupted even
more severely. There is a gender gap in sales and influence over different products and
services, according to the results of multiple studies. Taillon et al.'s (2019) research revealed
few parallels between the mindset and intention to buy of a consumer and that of an
influencer. Additionally, prior studies have shown that consumers' intentions to buy are not
significantly impacted by source similarity (Taillon et al., 2019).

2.5 Conceptual Framework

Through the variable that states above, the conceptual framework is shown and stated for
this research. This framework is adapted from the study Kang et al. (2022) about The
Impact of Social Media On Customer Purchase Intention among Malaysians
about the Beauty Industry. Besides, this framework highlights the
interrelationship between the variables and it shows how the influencer, the
quality and the relationship between similarity and purchase intention will
affect the customers purchase intention.

3.0 Research Methodology

The purpose of this study is to assess the relationship between how Malaysian social media
users perceive and assess beauty products on these platforms and how certain social media
factors influence consumers' intentions to purchase beauty products in Malaysia (Kang et
al., 2022). This methodology section will include an overview of the study paradigm, design,
technique, questionnaire design, population and sample selection process, pre-test
questionnaire, pilot test, reliability and validity for pilot test, and data analysis (Snyder,
2019). Refer to the article written by Snyder (2019) shows that research methodology is the
basis for all types of research. They can raise new ideas and directions for some field, set up
guidelines for the policy and practice, give some evidence of the effect, and when done well,
provide the foundation for development of new knowledge. They will act as the foundation
for upcoming theory and research. It can identify the actual research gaps rather than just
doing the same research repeatedly, and raise the standard of research as a community.

3.1 Research Paradigm

The research methodology will be deductive in order to investigate the hypothesis and
produce trustworthy findings (Verma, 2019). The investigation will begin with a specific
hypothesis, which will be assessed through data gathering and analysis. Surveys will collect
information on the variables being studied. Statistical tools will be used to analyse survey
data in order to find correlations and assess the hypothesis. As a result, the investigation will
be dominated by quantitative data. This tactic enables statistical instruments to generate
results that are objective and statistically significant. Our study is not appropriate for an
inductive technique because we have a hypothesis to test. Inductive approaches require
gathering data prior to formulating a hypothesis, which is inappropriate for this particular
study (Davis et al, 2012).

3.2 Research Design

Quantitative research methods will be employed to gather and evaluate numerical data for
the study. For determining cause-and-effect relationships and variable connections, this
design is perfect. The sources of data are quantitative surveys (Verma, 2019). Surveys are an
economical and effective way to collect a lot of data from a lot of people. Malaysian
consumers will be polled about how they view and assess beauty products on social media
platforms, and certain social media elements have a big influence on how Malaysian
consumers intend to buy beauty products. Demographics, social media use, product
selection factors, and purchase intent will all be covered in the survey. It will be succinct and
impartial. In order to test theories and derive conclusions about social media platforms that
influence Malaysian consumers' purchase intent, surveys will yield quantitative data that
can be statistically analysed (Davis et al, 2012).

3.3 Research Method / Strategy

This study will use a survey approach that utilises online questionnaires as its research
methodology. This methodology was chosen as the best choice because it can collect
empirical data from a large number of participants in an affordable manner.

Questionnaire surveys involve asking some or all of a population standardised questions in

order to obtain statistical data about the characteristics, behaviours, or attitudes of that
population. They are frequently employed in descriptive research, offering wide coverage of
demographics and investigating social and geographic differences in people's characteristics,
viewpoints, and behaviours. They are distributed in a number of methods, such as
telephone interviews, self-administered questionnaires, and in-person interviews.

Depending on the types of information required and the subjects the researcher wishes to
gather information from, questionnaire surveys can be useful for answering specific
research questions. Since they don't promote closeness and trust between the researcher
and respondent, they are inappropriate for delicate subjects like sexual orientation and
illegal activity. Considering how memories change over time and how important it is to have
correct information, they are also useless for teaching about the past. Though they are
costly and challenging to conduct, panel studies—in which the same participants take part
in multiple surveys—are an effective way to gather information about past behaviours and
attitudes.

Only when participants possess both topic knowledge and the ability to respond to the
questions can questionnaire surveys be considered effective. Numerous research questions
and topics, including those pertaining to housing preferences, political opinions, mental
maps, behaviours, and demographics, have been explored through their application.
Questionnaire administration and design are critical to the survey's success (Black et al.,
2005).

3.4 Questionnaire Design

Demographics social media usage, factor of customer choose product, and purchase intents
will comprise the study. Excel will be used for factor that affect customer choose product
and purchasing intention (Peña-García et al, 2020). Internet survey design software is
abundant, adaptable, and simple to use with Excel. It should be taken into consideration as
a respectable substitute for particular survey software by academics (especially research
students), educational institutions, and commercial organisations (especially smaller
businesses with limited resources).

However, where pre-existing relationships exist, this helps avoid issues with reaching the
sample caused by internet security programmes. Its usability in these organisations is
improved.It could be developed for this purpose even though we did not use it to design an
online hosted survey. Because design and presentational issues can be more strictly
controlled, this use case may be more appropriate for the business world. Another thing to
think about is internal company research. It is evident that email attachments are a clever
use of a programme that is primarily designed for other purposes, and that this may make
them more appropriate for academic purposes. This is due to the slightly "ad hoc" nature of
the email attachment survey. The higher academic response rates might be supported by
the goodwill this association generates and the research's non-profit status.

3.5 Population and sample Selection Process

The questionnaire will include demographics social media usage, factor of customer choose
product, and purchase intents. The factor that affects customer choose product and
purchasing intention will use Peña-García et al (2020)'s Excel method, while the purchase
intention section will use Online purchase intention. Since quantitative data analysis is
synonymous with significance testing and deals with numbers rather than stories, it differs
greatly from qualitative data analysis. However, because statistical significance has nothing
to do with the magnitude or significance of the effect or relationship that the study is
examining, it is debatable. For instance, even though a patient's quality of life score differs
significantly, there may not be much clinical significance to the difference.

Statistical manipulation is a necessary part of any analysis of quantitative data, from

organising the data to giving a descriptive account of the findings. Reporting on every
significant or unique variable, such as age, sex, length of disease, kinds of treatment, and
patient satisfaction, is a basic strategy. Factor analysis, structural equation modelling,
multiple regression and multivariate analysis are examples of more sophisticated statistical
techniques.

Examining differences between variables in different groups or under different conditions is

a standard task of quantitative data analysis. To examine these variations and draw
conclusions about whether the results are statistically significant, a number of statistical
tests are available. Nonetheless, examining the effect size—which is unaffected by sample
size—should be given more weight.

Selecting the best data analysis technique is a crucial step in the research process, and
interpreting the results then boils down to determining if the data support the claims made
(Perneger, 2015).

3.6 Pre-test Questionnaire

A pre-test questionnaire will be filled out by a small group of participants before the survey
to make sure the questions are clear, easy to understand, and bias-free. (Peña-García et al,
2020). Pre-testing survey questions is a crucial stage in the creation of the survey. Increasing
the validity and reliability of the data from our testimonial survey is our aim with pretesting.
Because there are a variety of processes that respondents to our questionnaires may be
going through, we concentrate on how people are responding to our questions during
pretesting. Ultimately, we want to make sure that participants understand and respond to
questions in the manner that our study intended. Pretesting will enable us to ascertain
whether respondents can complete the tasks or possess the data that the questions ask for,
in addition to understanding the questions. For the majority of items in the questionnaire,
pre-tests offer the most conclusive proof of the data's validity. Because our questionnaire
pretest procedure offers an insight into the way respondents think through their answers,
we employ a cognitive interviewing technique. A cognitive interview can be conducted in a
variety of ways, such as by using verbal probes, asking respondents to "think aloud" while
they formulate an answer to the questionnaire (concurrently), or asking them to do so
retrospectively after the questionnaire has been completed. We usually employ verbal
probes in conjunction with a retrospective approach, which is explained below. The most
popular method is the retrospective approach with debriefing, which allows us to watch
respondents as they navigate and respond to the questionnaire uninterrupted and more
precisely gauge how long it takes them to finish it. When conducting pretests over the
phone, the concurrent probing and concurrent "think aloud" techniques can be helpful.

3.7 Pilot Test

In order to assess the questionnaire's design and the methodology for gathering data, a
small sample of participants will be given the questionnaire as part of the pilot test. (Peña-
García et al, 2020). The sample result that follows is conceivable if 50 participants finished
the pilot test.

3.8 Reliability and Validity for Pilot Test

The degree about the research methodology yields consistent and stable result as known as
reliability. The repeatability is another issue that it raises. When the same method is applied
consistently under the same conditions, measurement is deemed reliable. A high level of
reliability is essential for research because it gauges the consistency and credibility of the
findings (Taherdoost, 2016). The Cronbach's Alpha test is an indicator that can be used to
determine reliability. It is represented as a reliability coefficient with a range of 0 to 1. The
research methodology is more reliable the higher the number towards the reliability
coefficient. It should be noted, though, that when the coefficient value is 0.7 or higher, it is
deemed adequate and reliable (Taber, 2016).

The accuracy of a measure with respect to its intended subject matter is referred to as
validity. Since high validity indicates that the results are accurate, it is regarded as a
prerequisite for all types of studies (Kubai, 2019). By comparing the shared variance, or
covariance, between the items that make up an instrument and the total variance,
Cronbach's alpha can be used to evaluate the reliability of a measure. The theory states that
there should be a significant amount of covariance between the items in relation to the
variance if the instrument is reliable. Calculating Cronbach's alpha is similar to averaging all
potential split-half reliabilities. Cronbach's alpha can be calculated using the majority of
statistical computer programmes currently in use. Examining the Cronbach's alpha after a
specific item is removed is frequently beneficial. If an item's Cronbach's alpha increases
significantly after deletion, it might not be appropriate for the measure (Collins, 2007).

3.9 Data Analysis

Once the distribution of questionnaires has concluded, the primary data will be collected
and analysed using the Excel A collection of software tools called Excel is used to analyse
data (Mohd Hanafi and Fadilah, 2017). The process of transforming and modelling data in
order to find relevant information and make a decision is known as data analysis. It is
crucial, particularly for quantitative research, as it necessitates comparing the outcomes of
primary data collection with the conclusions drawn from the literature review. One kind of
data analysis method that helps to make sense of vast amounts of data is descriptive
analysis (Bedeian, 2015). It was applied in this study. Measures of central tendency (mean,
mode, median), dispersion (variance, standard deviation, range), and association (chi-
square, correlation) can be used to visually represent descriptive statistics. (El-zoghby et al
2021)

3.10 Conclusion

This chapter provides a thorough explanation of how to prepare for conducting the survey.
The procedure and specifics of data gathering and analysis discussed in Chapter 3. It
includes the population and sample selection process, research design, and research
methodology. Pre-tests and pilot tests are also used to ensure the validity and reliability of
research. These elements are necessary because they facilitate the creation of high-quality
questionnaires and enable precise data interpretation. Following the primary data
collection, Excel was used to interpret the data. The results of the investigation will then be
made public in the next chapter. (El-zoghby et al 2021)
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5.0 Appendix

1. Full Name
2. Gender
3. Age
4. Occupation
5. Income Range
6. Level of Education
7. Social Media Usage Per Day
8. How did you find out the product your need?
9. How often do you purchase beauty product on social media website?
10. What social media platform you use mostly?

Appendix 1 - Survey Question

Appendix 2: Epiguem Result

Appendix 3 - Participant Information Sheet (PIS) & Consent Form