Abstract
The demand and consumption for beauty and cosmetic products have increased tremendously over the years and it becomes a phenomenon in Malaysia. Not only because of the K-Wave trend, but also many other factors that lead the young consumers to buy such products. The purpose of this research is to test the effect of marketing stimuli on consumer purchase decision. Also, testing the mediating effect of components of a psychological factor in the relationship between marketing stimuli and consumer purchase decisions. A structured pilot survey implied and 102 respondents participated. Multiple linear regression analyses conducted. The result confirmed that young consumers strongly influenced by marketing activities, perceived brand image and perceived quality except for perceived CEO’s image. Hence, the young consumers did not rely on only on CEO’s image when making a purchase.
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