Factor Affecting University Students Purchasing Behaviour towards Cosmetics Products through 'Xiaohongshu' and Key Opinion Leaders

Mah, Kah Mun (2023) Factor Affecting University Students Purchasing Behaviour towards Cosmetics Products through 'Xiaohongshu' and Key Opinion Leaders. Final Year Project (Bachelor), Tunku Abdul Rahman University of Management and Technology.

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Abstract

In the cosmetic industry, there is an increase in the use of social media platforms becoming more popular nowadays. Cosmetic brands commonly develop new advertising tactics or campaigns by using social media platforms as an interactive platform for effective marketing and advertising. Social media provides interactive communication that affects many people through values, emotions and views which leads to consumer demand. Xiaohongshu is a new social media platform growing rapidly from China. Therefore, this research aims to examine the factors affecting university students' purchasing behaviour towards cosmetics products through Xiaohongshu and Key Opinion Leaders (KOL’s). There are three objectives in this study, which is to examine the effectiveness of Xiaohongshu in creating brand awareness, to To evaluate Xiaohongshu advertising for INTO YOU cosmetics affects the development of brand loyalty among university students and to identify identify how KOL influences the purchasing behaviour of INTO YOU among university students. as well as to find out the impact of attitudes towards advertising in Malaysian among university students on their purchasing decision of cosmetic products. This research is conducted using quantitative research methods and online surveys dispensed through social media platforms using google Form. Stratified sampling in probability sampling is employed, with a sample size of 150 respondent’s among university students’ studying in Malaysia, with only those using cosmetic items as the sample. Strata sampling strategy will be used to divide the target population into subgroups, such as various universities, age groups, and gender. Pilot study to make sure that it was reliable before sending it to the respondents before sending the questionnaire to the respondents. The purpose of using these methods is to ensure the consistency, validity and reliability of the questions. Based on the findings, university students like to seek recommendations from KOLs during their purchase intentions. It is also discovered that KOLs are successful in increasing respondents' brand awareness of cosmetic products. Furthermore, university students believe and trust KOLs recommendations and seek their advice. The outcomes of this study are helpful to advertisers and other researchers since they highlight university students’ preferences and how they perceive KOLs. Keywords : consumer behaviour, social media marketing, purchase behaviour, university students, cosmetics