THE INFLUENCE OF SOCIAL MEDIA INFLUENCERS AND PRODUCT PACKAGING ON PURCHASE INTENTIONS FOR ORGANIC PERSONAL CARE PRODUCTS

Abstract

This study investigates the impact of product packaging and social media influencers on consumers' purchase intentions for organic personal care products. A quantitative methodology was employed, with data collected from 382 respondents in Malaysia's northern regions through an online survey, using a purposive non-probability sampling method. The collected data were analyzed using the Statistical Package for the Social Sciences (SPSS) version 26. The findings indicate that both social media influencers and product packaging significantly influence consumers' intentions to purchase organic personal care products. Specifically, the study highlights how engaging social media influencers can create a strong emotional connection with consumers, enhancing their interest in organic products. Additionally, effective product packaging was found to play a vital role in capturing consumer attention and reinforcing brand values. These insights are invaluable for personal care and marketing companies, as they emphasize the need for strategic investments in social media influencer collaborations and thoughtful product design. By understanding these key factors, companies can develop targeted marketing strategies that not only boost purchase intentions but also foster long-term brand loyalty and competitiveness in the market. Furthermore, the study suggests the exploration of other factors that may influence purchase intentions, laying the groundwork for future research in this area.