Meningkatkan Manajemen Layanan Perhotelan dan KeuanganLiterasi untuk Pembangunan Pariwisata Berkelanjutan: Bukti dari Operator Destinasi Lokal Malaysia

Abstract

The purpose of this study is to analyze the influence of men's awareness of their skincare and appearance, as well as the development of the skincare industry specifically for men, such as the Kahf brand. This study uses a quantitative approach with data collection through distributing questionnaires to 112 respondents. The analysis method in this study was carried out using SPSS ver. 1 software. The results show that product packaging design and social media advertising have a positive and significant influence on purchase intention for Kahf products. These findings provide important insights for skincare companies and marketers in designing effective product designs and social media advertising strategies to increase consumer purchase intention. In addition, this study also highlights the importance of considering other factors that can influence purchase intention, which can be the subject of further research