Marketing mix influencing on young consumer's purchase intention toward handmade cosmetics

Abstract

This research aims to find out how the marketing mix influencing on young consumers' purchase intention for hand-made cosmetics in Ho Chi Minh City. The marketing mix including 4 elements: product, price, place, and promotion these are independent factors. The consumer trust is intermediate factor and the purchase intention is dependent factor. The study has 416 respondents in HCMC both male and female but only 362 respondents are valid. The questionnaires use 5 points Likert scale with quantitative method. The test applied are descriptive statistics test, reliability test, Exploratory Factor Analysis EFA, Confirmatory Factor Analysis CFA and Structural Equation Model SEM to test the relationship and degree of impact of these factors to buying intention for handmade cosmetics. The results show the positive effect of product, price, promotion on consumer trust, and the positive influence of consumer trust on consumers' purchase. There is no relationship between place factor and consumer trust. Key words: consumer purchase intention, consumer trust, marketing mix, handmade cosmetics.