FACTORS INFLUENCING CUSTOMER ONLINE PURCHASING INTENTION FOR BEAUTY PRODUCT BY HAUS OF WAX

Abstract

Haus of Wax is a startup business that was established in 2017. The business runs in the beauty industry, especially in skin care products. The business is selling home self-service waxing kit products which allows the customers to do their own waxing at home without having to go to a salon. The beauty industry has grown rapidly in the recent years and keeps growing, with the combination of technology that also grows rapidly, the consumer behavior toward purchasing products becomes unpredictable. There are many possible factors that could influence the customers’ intention to make a purchase. The aim of the research is to find out what factors is influencing the purchase intention of online customers in Haus of Wax. The research method is quantitative, uses questionnaires in collecting the data which are distributed to Haus of Wax's online customers as the respondents, with simple random sampling technique. The result of this research is that quality had a significant influence toward the purchase intention in Haus of Wax, while packaging and price do not. There are also other findings where the packaging, quality and price have a positive relationship towards purchase intention.