| dc.description.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. | en_US |
