Customers’ purchase intention towards online cosmetic products among STML undergraduate students in UUM

Online shopping behaviour are getting develop from time to time. The increasing number of e-retailers has built up a competitive market due to the emergence of social media platform, people especially youngster demand to have the up-to-date cosmetic products so that they will always look good and attractive through the social media. This research aims to study the relationship between perceived risks, perceived ease of use, and price with the customers’ purchase intention towards online cosmetic products among STML undergraduate students in UUM. This is a quantitative research targeting 100 respondents to answers questions survey that constructed to answer the research objectives. All the data gathered from the survey then processed into the SPSS Software for hypothesis testing. As the result, the two independent variables (perceived risks and perceived ease of use) are positively related to the dependent variable while price variable are not related to the customers’ purchase intention towards online cosmetic products. Cosmetic retailers should now encourage themselves in selling their products through the internet to increase the revenue. Moreover, consumer especially youngster should begin purchasing through online platform because it produces more benefits such as time saving and hassle-free. As the conclusion, the main reason for youth to shop the online cosmetic products are due to the countable risks and the convenience of engaging the online shopping websit