Research Article
Generation Y Women’s Cosmetic Decision: Insights from Brand Loyalty
@INPROCEEDINGS{10.4108/eai.22-7-2020.2307920, author={Mohd. Isham Abidin and Rohaiza Kamis and Shafinar Ismail and Mohd. Halim Mahphoth and Mohd Amirul Atan}, title={Generation Y Women’s Cosmetic Decision: Insights from Brand Loyalty}, proceedings={Proceedings of the 3rd International Conference on Economics, Business and Economic Education Science, ICE-BEES 2020, 22-23 July 2020, Semarang, Indonesia}, publisher={EAI}, proceedings_a={ICE-BEES}, year={2021}, month={5}, keywords={generation y brand loyalty promotion brand name price product quality}, doi={10.4108/eai.22-7-2020.2307920} }- Mohd. Isham Abidin
Rohaiza Kamis
Shafinar Ismail
Mohd. Halim Mahphoth
Mohd Amirul Atan
Year: 2021
Generation Y Women’s Cosmetic Decision: Insights from Brand Loyalty
ICE-BEES
EAI
DOI: 10.4108/eai.22-7-2020.2307920
Abstract
With the expanding trend in the cosmetic industry, today’s consumers are overflowed with various brands of beauty care products. In such circumstance, it may be an exorbitant undertaking for cosmetic companies to guarantee brand loyalty among the existing customers [1]. Therefore, it has become a vital need for companies to have a more noteworthy information on the determinants of brand loyalty of a specific brand of cosmetic. The purpose of this study is to investigate the factors that influence cosmetic brand loyalty among Generation Y women. A stratified random sampling was adopted in distributing questionnaires to 250 respondents. The data were analyzed using SPSS 18.0 which involved scale reliability, descriptive and multiple regression analyses. This study revealed that four key independent variables which are promotion, brand name, price and product quality had positive significant effects towards cosmetic brand loyalty among Generation Y women. Based on the results, some recommendations are suggested for future direction.