The Impact of Influencers in the Consumer Purchase Intention Among Females Towards Musical Products: A Quantitative Study

In recent years, there has been a growing interest in understanding the origins of businesses, particularly those led by women, as they can play a crucial role in promoting equality and economic development. This article explores the unique challenges faced by female entrepreneurs in Malaysia, where an increasing number of women are starting small businesses from their homes. Despite their significant contributions to the economy, female business owners often encounter discrimination and biases, especially in the realm of securing financing and recognition for their entrepreneurial endeavours. This study investigates whether exposure to role models, familial influences, and creative thinking affect women's propensity for entrepreneurship in Malaysia. The research employs a quantitative methodology, collecting primary data through surveys distributed online to internal participants. The analysis involves Pearson's Correlation Coefficient Matrix and Multiple Regression techniques to examine the relationships between attractiveness, trustworthiness, expertise, and purchase intentions among female students in Malaysia regarding musical products. The findings indicate that attractiveness and trustworthiness do not significantly impact purchase intentions, challenging the common belief in the influence of physical appeal on consumer behaviour. However, expertise demonstrated a strong positive correlation with purchase intention, suggesting that consumers in Malaysia are influenced by the perceived proficiency of influencers when making purchasing decisions related to musical products. The study contributes to the understanding of factors affecting purchase intentions among female consumers in Malaysia.