MARSIUM'21 COMP OF PAPER

ZOOM MEETING, FACEBOOK AND YOUTUBE LIVE

30 JANUARY 2021









COMPILATION OF PAPER


























"Digitalization Knows No



Boundaries"











ORGANIZED BY: MANAGEMENT MARKETING FIRST YEAR

STUDENT ORGANIZATION

TABLE OF CONTENT



NAME CONTENT:

1. ABSTRACT

AFIFAH NURUL ADAWIYAH, EN. AHMAD SHARIFUDDIN BIN 1
SHAMSUDDIN



THE IMPACT OF CELEBRITY ENDORSEMENT THROUGH BRAND
IMAGE ON PURCHASE DECISION AMONG INDONESION YOUTH
FEMALE


AIDA NADIA BINTI ABI SAFIAN, DR. ZURAIDAH BINTI SULAIMAN 2



FACTORS THAT STRENGTHEN BRAND AWARENESS OF ONLINE

SECONDHAND MARKET
ANNISA JIFANNI JIMMY LUKBAR, PROF. DR. NOOR HAZARINA BINTI 3
HASHIM



INCREASING HOTELS’ WEBSITE FINDABILITY ON TH WEB WITH


SEARCH ENGINE OPTIMIZATION
CHAI JING MIN, EN. AHMAD SHARIFUDDIN BIN SHAMSUDDIN 4



UNDERSTANDING PURCAHSE INTENTION OF UNIVERSITY STUDENTS

TOWARDS HEALTHY SNACK PRODUCT: A CASE OF ONE LITTLE C
ENTERPRISE

DAYANG PERMAI, PROF. ROHAIZAT BIN BAHARUN 5



PETRONAS FESTIVE ADVERTISEMENT AS AUDIENCE EMOTIONS
EFFECT AMONG YOUNG ADULTS

FARAH ADIBAH BINTI MOHA KAMAROJMAN, DR, THOO AI CHIN 6




MARKETING MIX TO INCREASE THE BRAND AWARENESS AND
CUSTOMER SATISFACTION OF JANNAHNOE EMPIRE SENDIRIAN
BERHAD

FATIN FARHANAH BINTI RAMLI, DR. NOR ZAFIR BINTI MD SALLEH 7



THE IMPACT OF PRODUCT PACKAGING ON CUSTOMER’S PURCHASE

INTENTION: CASE STUDY OF HANZALA ENTERPRISE

FATIN NAZURAH BINTI MOHD NOH, PROF. ROHAIZAT BIN BAHARUN 8



UPIN AND IPIN: THE EFFECT OF USING ANIMATION CHARACTERS IN
ELEMENTS, BRAND ADVERTISING, AND BRAND AWARENESS ON
YOUNGSTERS PURCHASE INTENTION

FITRI NURLIZA BINTI SYAPRI, DR, GRACE THOO AI CHIN 9



SOCIAL MEDIA BRAND COMMUNICATIONS STRATEGIES TO
ENHANCE BRAND EQUITY OF TOP ONE TECHNOLOGY SDN. BHD.

GEBY FIRSTANIA ROLANDO RAMBE, EN. AHMAD SHARIFUDDIN BIN 11
SHAMSUDDIN



THE EFFECT OF BRAND IMAGE TOWARD PURCHASE INTENTION ON
MAKEOVER COSMETICS BRAND IN INDONESIA


GOH HUI CHIN, DR. THOO AI CHIN 12



FACTORS THAT DRIVE MARKETING STRATEGIES IMPLEMENTATION

FOR PURCHASE INTENTION OF TADIKA SANTALIA

HAIRIYAH BINTI YUSUF, DR. NOR ZAFIR BINTI MD SALLEH 13




CONSUMER ENGAGEMENT BEHAVIOR TOWARDS SOCIAL MEDIA
CONTENT FORMAT IN COSMETIC INDUSTRY
HIEW GEE CHEN, PROF. ROHAIZAT BIN BAHARUN 14




CULTURAL VALUES IN PETRONAS ADVERTISEMENTS FOR
CELEBRATION CHINESE NEW YEAR AMONG MALAYSIAN ETHICS
INTAN YUSNIZA, PROF. DR. NOOR HAZARINA BINTI HASHIM 15




THE EVALUATION ON THE HOTEL WEBSITE PERFORMANCE
TOWARDS CUSTOMERS RESERVATION
JAMY ONG SWEE AI, DR. ADAVIAH BINTI MAS’OD 16



APPLICATION OF SERVPERF MODEL TO EVALUATE CUSTOMER

SATISFACTION INTHE COURIER INDUSTRY: A CASE STUDY ON J&T
EXPRESS MALACCA
KER JIE MING, DR. ZURAIDAH BINTI SULAIMAN 17




FACTORS INFLUENCING CUSTOMER LOYALTY OF MOBILE
ELECTRONICS STORES: CASE STUDY OF ONLY U MOBILE
ENTERPRISE

LEE MEI XIAN, PROF. DR. NOOR HAZARINA BINTI HASHIM 18



IMPACT OF KKKL EXPRESS’S WEBSITE DESIGN ELEMENTS TOWARDS

USER SATISFACTION

LEON XIN CI, PROF. DR. NOOR HAZARINA BINTI HASHIM 19




THE INFLUNCE OF INSTAGRAM MARKETING ON NANCY’S KITCHEN
RESTAURANT – A BABA NYONYA RESTAURANT TOWARDS VISITORS’
VISIT INTENTION

LIM HUEY NEE, DR. MAZILAH BINTI ABDULLAH 20



FACTORS INFLUNCING CUSTOMER SATISFACTION AT ROUMUMMY
BAKERY

LIM SEOW YING, DR. THOO AI CHIN 21



SOCIAL MEDIA AND ENGAGEMENTS STRATEGIES TO INCREASE
BRAND EQUITY AND PURCHASE INTENTION OF RED FUTURE

NETWORK ENTERPRISE
MOHAMED FIRDAUS MOHAMAD KARIM, EN. AHMAD SHARIFUDDIN 23
BIN SHAMSUDDIN



THE IMPACT OF INFLUENCERS MARKETING TOWARDDS

GENERATION Y AND Z IN TEMS OF PURCHASE DECISION

MUHAMAD ABDULQAYUM BIN MOHD SHAHIMI, DR. MAZILAH BINTI 24

ABDULLAH



FACTORS INFLUENCING CUSTOMER SATISFACTION: CASE STUDY OF
AWANAZSTYLE SDN. BHD.


MUHAMAD RIFQI ZAFRAN BIN ABDUL HAKIM, DR. ADAVIAH BINTI 25

MAS’OD



FACTORS AFFECTING SALES PERFORMANCE: CASE STUDY OF
NAVEGACION

MUHAMMAD AMIRUL ASRAF BIN SUNGIP, DR. MAZILAH BINTI 26

ABDULLAH



FACTORS INFLUENCING CUSTOMER SATISFACTION: CASE STUDY OF
IRMA SKINCARE AND COSMETICS


MUHAMMAD AMMIR HADI BIN MOHD HASNUL HADI, DR. ADAVIAH 27

BINTI MAS’OD



FACTORS INFLUENCING PURCHASE INTENTION OF WORKERS
DORMITORY SERVICE: THE CASE STUDY OF WESTLITE DORMITORY

MUHAMMAD FAIZ BIN AZMAN, DR. THOO AI CHIN 28



MARKETING MIX TO INCREASE PURCHASE INTENTION OF PLUMBING
AND MAINTENANCE SERVICE PROVIDER – CASE OF AZMAN BIN

AHMAD
MUHAMMAD KADIR BIN GHAZALI, DR. MAZILAH BINTI ABDULLAH 29



FACTORS INFLUENCING CUSTOMER SATISFACTION: CASE STUDY OF

WARUNG MAK MAH
NG WAI TENG, DR. ZURAIDAH BINTI SULAIMAN 30



FACTORS INFLUENCING CONSUMER PURCHASE INTENTION: TEKPOL

ELECTRIC & SUPPLY SDN BHD
NOR KHAIRENA BINTI KHALID, DR. ZURAIDAH BINTI SULAIMAN 31



PURCHASE INTENTION OF SEWING GARMENT INDUSTRY: ALQHADRI

EXCLUSIVE

NOVIANI BINTI IBRAHIM, DR, GRACE THOO AI CHIN 32




SOCIAL MEDIA COMMUNICATION STRATEGIES TO ENHANCE BRAND
PASSION AND PURCHASE INTENTION OF PRO BAKERS' ENTERPRISE
NUR AINI NAJIHAH BINTI MOHD JAHIB, DR. MAZILAH BINTI 33

ABDULLAH



FACTORS INFLUENCING CUSTOMER SATISFACTION: CASE STUDY ON
NASI LEMAK HAO


NUR ASIAH BINTI MAT HUSIN, PROF. ROHAIZAT BIN BAHARUN 34



ANALYSIS OF VIDEO CONTENT OF PETRONAS HARI RAYA
ADVERTISEMENTS FROM 2017 TO 2021

NUR FAZIRA BINTI AZMAN, DR. ADAVIAH BINTI MAS’OD 35


FACTORS E-SERVICE OF ONLINE BANKING AND ITS INFLUENCES THE

CUSTOMER SATISFACTION AMONG JOHOR CONSUMERS: THE CASE
OF BANK ISLAM MALAYSIA BERHAD (BIMB)

NUR NABILAH IZZAH BINTI MD EHARAY, PROF. DR. NOOR HAZARINA 36
BINTI HASHIM



TOURIST VISITING INTENTION THROUGH FACEBOOK


NUR QAMARINA BINTI MOHAMAD HANIF, DR. ZURAIDAH BINTI 37
SULAIMAN



FACTORS INFLUENCING BRAND AWARENESS: CASE STUDY OF
CLAYNIQ ENTERPRISE

NUR SYAMIMI BINTI JUMIRAN, DR. ZURAIDAH BINTI SULAIMAN 38




INSTAGRAM CONTENT MARKETING FOR CUSTOMER ENGAGEMENT
OF PHARMACEUTICAL PRODUCT: CASE STUDY OF CLAYNIQ
ENTERPRISE

NURSAHIRA BINTI ENJI, PROF. ROHAIZAT BIN BAHARUN 39



TRAILER, CRITIC REVIEWS AND WORD OF MOUTH INFLUENCES ON

KERIS SIAMANG TUNGGAL’S MOVIE CONSUMPTION

NURUL ‘AIN BINTI AMRAN, DR. NOR ZAFIR BINTI MD SALLEH 40



MANAGING CUSTOMER COMPLAINTS AT SOCIAL MEDIA PLATFORMS
OF ZOO NEGARA MALAYSIA
NURUL AZIFAH BINTI AZDI, PROF. DR. NOOR HAZARINA BINTI 41

HASHIM



HOW PINTEREST ENGAGE WITH CONSUMER FOR TRAVEL

NURUL HAFIZA BINT AZRI, DR. NOR ZAFIR BINTI MD SALLEH 42



DEVELOPING ZOOKU MEMBERSHIP CARD ATTRIBUTES TO ENHANCE

CUSTOMER LOYALTY
NURUL SYAKIRA BINTI ABDUL KARIM, PROF. ROHAIZAT BIN 43

BAHARUN



UPIN AND IPIN: FACTORS INFLUENCING MALAYSIAN CULTURE
THROUGH ANIMATION

NURUL NISYYAH BINTI MD SAHABANDI, DR. NOR ZAFIR BINTI MD 44

SALLEH



THE IMPACT OF PROMOTIONAL STRATEGY TOWARDS CONSUMER
BUYING BEHAVIOR: A CASE STUDY AT PUSTAKA AZHAR


RABIATUL ALYA NAJIHAH BINTI ZULFADZLI, DR. NOR ZAFIR BINTI 45
MD SALLEH



THE INFLUENCE OF THE BRAND EQUITY ON CUSTOMER’S PURCHASE

INTENTION: A CASE STUDY OF KARISMA JAYA ENTERPRISE

RAHIMAH BINTI AZMAN, DR. NOR ZAFIR BINTI MD SALLEH 46



STUDY OF EFFECTIVENESS & CHALLENGES MULTI-CHANNEL
DISTRIBUTION MARKETING MINYAK MASAK CAP LESONG

SITI AMIRA BINTI SAIM, DR. ADAVIAH BINTI MAS’OD 47



MEASURING CUSTOMER SATISFACTION FOR COURIER SERVICES
USING SERVPERF: A CASE STUDY OF NINJA VAN

SITI AYSHAH BINTI SANIP, PROF. ROHAIZAT BIN BAHARUN 48



ADVERTISING CONTENT ANALYSIS (ACA) FOR PETRONAS
ADVERTISEMENTS IN CELEBRATION HARI RAYA FROM 2010 TO 2020

SITI SUHAILEY BINTI ABD WAHID, DR. ADAVIAH BINTI MAS’OD 49



FACTORS INFLUENCING CONSUMERS’ INTENTIONS TOWARDS
FRAUDULENT DIETARY SUPPLEMENTS AMONG JOHOR CONSUMERS:

A CASE OF TDC HOLDINGS SDN BHD

SOH JIE QI, DR. MAZILAH BINTI ABDULLAH 50




FACTORS INFLUNCING CUSTOMER SATISFACTION: CASE STUDY OF
BAMBOO HUT ENTERPRISE
SUBHASS A/L SANDRAN SEGARAN, DR, GRACE THOO AI CHIN 51




ONLINE BOOKING IMPLEMENTATION FOR NASESZ ENTERPRISE
SYAFIQAH AQILAH BINTI SHAZMY, DR. NOR ZAFIR BINTI MD SALLEH 52



A CASE STUDY OF ZOO NEGARA’S WEBSITE AND CHESTER ZOO’S

WEBSITE

SYAKIRAH BINTI MD YUSOFF, DR. ZURAIDAH BINTI SULAIMAN 53



FACTORS INFLUENCING THE NEW SERVICE POSITIONING IN TOUR
AND TRAVEL COMPANY

TAM WENG HONG, DR. ADAVIAH BINTI MAS’OD 54



DETERMINE FACTORS THAT EFFECT CUSTOMER SATISFACTION IN
COMMUNITY PHARMACY: A CASE STUDY AT MUHIBBAH JAYA
PHARMACY

TAN YI TING, DR. ADAVIAH BINTI MAS’OD 55



EFFECT OF REFERENCE PRICE TOWARD CUSTOMER PURCHASE
INTENTION ON FROZEN FOOD: A CASE STUDY AT RESTAURANT

VEGETARIAN S.I. JIN WEI
TEE KELLY, DR. MAZILAH BINTI ABDULLAH 56



FACTORS INFLUENCING CUSTOMER SATISFACTION AT DAILY HAPPY

OTAK OTAK

TEO KAR QING, DR. ADAVIAH BINTI MAS’OD 57




THE IMPACT OF BRAND EQUITY ON REPURCHASE INTENTION
TOWARD HERMS ENTERPRISE
WOON ZENG QUAN, DR, GRACE THOO AI CHIN 58




MARKETING INTERVETION TO STIMULATE PURCHASE INTENTION
MY-ROBOT TAMAN UNIVERSITI SDN. BHD.
YAP KAI YING, DR, GRACE THOO AI CHIN 60




SOCIAL MEDIA STRATEGIES TO INCREASE BRAND OF A
TRADITIONAL CHINESE PASTRY SHOP – CHOP KEK LIAN SENG

2. 15 PAGES ARTICLES
AFIFAH NURUL ADAWIYAH, EN. AHMAD SHARIFUDDIN BIN 61

SHAMSUDDIN



THE IMPACT OF CELEBRITY ENDORSEMENT THROUGH BRAND
IMAGE ON PURCHASE DECISION AMONG INDONESION YOUTH

FEMALE

AIDA NADIA BINTI ABI SAFIAN, DR. ZURAIDAH BINTI SULAIMAN 76



FACTORS THAT STRENGTHEN BRAND AWARENESS OF ONLINE

SECONDHAND MARKET
ANNISA JIFANNI JIMMY LUKBAR, PROF. DR. NOOR HAZARINA BINTI 93

HASHIM


INCREASING HOTELS’ WEBSITE FINDABILITY ON TH WEB WITH

SEARCH ENGINE OPTIMIZATION

CHAI JING MIN, EN. AHMAD SHARIFUDDIN BIN SHAMSUDDIN 104



UNDERSTANDING PURCAHSE INTENTION OF UNIVERSITY STUDENTS

TOWARDS HEALTHY SNACK PRODUCT: A CASE OF ONE LITTLE C
ENTERPRISE

DAYANG PERMAI, PROF. ROHAIZAT BIN BAHARUN 121



PETRONAS FESTIVE ADVERTISEMENT AS AUDIENCE EMOTIONS
EFFECT AMONG YOUNG ADULTS

FARAH ADIBAH BINTI MOHA KAMAROJMAN, DR, THOO AI CHIN 141




MARKETING MIX TO INCREASE THE BRAND AWARENESS AND
CUSTOMER SATISFACTION OF JANNAHNOE EMPIRE SENDIRIAN
BERHAD

FATIN FARHANAH BINTI RAMLI, DR. NOR ZAFIR BINTI MD SALLEH 157



THE IMPACT OF PRODUCT PACKAGING ON CUSTOMER’S PURCHASE

INTENTION: CASE STUDY OF HANZALA ENTERPRISE

FATIN NAZURAH BINTI MOHD NOH, PROF. ROHAIZAT BIN BAHARUN 172



UPIN AND IPIN: THE EFFECT OF USING ANIMATION CHARACTERS IN
ELEMENTS, BRAND ADVERTISING, AND BRAND AWARENESS ON
YOUNGSTERS PURCHASE INTENTION

FITRI NURLIZA BINTI SYAPRI, DR, GRACE THOO AI CHIN 185



SOCIAL MEDIA BRAND COMMUNICATIONS STRATEGIES TO
ENHANCE BRAND EQUITY OF TOP ONE TECHNOLOGY SDN. BHD.

GEBY FIRSTANIA ROLANDO RAMBE, EN. AHMAD SHARIFUDDIN BIN 213
SHAMSUDDIN



THE EFFECT OF BRAND IMAGE TOWARD PURCHASE INTENTION ON
MAKEOVER COSMETICS BRAND IN INDONESIA


GOH HUI CHIN, DR. THOO AI CHIN 229



FACTORS THAT DRIVE MARKETING STRATEGIES IMPLEMENTATION

FOR PURCHASE INTENTION OF TADIKA SANTALIA

HAIRIYAH BINTI YUSUF, DR. NOR ZAFIR BINTI MD SALLEH 352




CONSUMER ENGAGEMENT BEHAVIOR TOWARDS SOCIAL MEDIA
CONTENT FORMAT IN COSMETIC INDUSTRY
HIEW GEE CHEN, PROF. ROHAIZAT BIN BAHARUN 270




CULTURAL VALUES IN PETRONAS ADVERTISEMENTS FOR
CELEBRATION CHINESE NEW YEAR AMONG MALAYSIAN ETHICS
INTAN YUSNIZA, PROF. DR. NOOR HAZARINA BINTI HASHIM 286




THE EVALUATION ON THE HOTEL WEBSITE PERFORMANCE
TOWARDS CUSTOMERS RESERVATION
JAMY ONG SWEE AI, DR. ADAVIAH BINTI MAS’OD 303



APPLICATION OF SERVPERF MODEL TO EVALUATE CUSTOMER

SATISFACTION INTHE COURIER INDUSTRY: A CASE STUDY ON J&T
EXPRESS MALACCA
KER JIE MING, DR. ZURAIDAH BINTI SULAIMAN 318




FACTORS INFLUENCING CUSTOMER LOYALTY OF MOBILE
ELECTRONICS STORES: CASE STUDY OF ONLY U MOBILE
ENTERPRISE

LEE MEI XIAN, PROF. DR. NOOR HAZARINA BINTI HASHIM 333



IMPACT OF KKKL EXPRESS’S WEBSITE DESIGN ELEMENTS TOWARDS

USER SATISFACTION

LEON XIN CI, PROF. DR. NOOR HAZARINA BINTI HASHIM 351




THE INFLUNCE OF INSTAGRAM MARKETING ON NANCY’S KITCHEN
RESTAURANT – A BABA NYONYA RESTAURANT TOWARDS VISITORS’
VISIT INTENTION

LIM HUEY NEE, DR. MAZILAH BINTI ABDULLAH 368



FACTORS INFLUNCING CUSTOMER SATISFACTION AT ROUMUMMY
BAKERY

LIM SEOW YING, DR. THOO AI CHIN 381



SOCIAL MEDIA AND ENGAGEMENTS STRATEGIES TO INCREASE
BRAND EQUITY AND PURCHASE INTENTION OF RED FUTURE

NETWORK ENTERPRISE
MOHAMED FIRDAUS MOHAMAD KARIM, EN. AHMAD SHARIFUDDIN 408
BIN SHAMSUDDIN



THE IMPACT OF INFLUENCERS MARKETING TOWARDDS

GENERATION Y AND Z IN TEMS OF PURCHASE DECISION

MUHAMAD ABDULQAYUM BIN MOHD SHAHIMI, DR. MAZILAH BINTI 423

ABDULLAH



FACTORS INFLUENCING CUSTOMER SATISFACTION: CASE STUDY OF
AWANAZSTYLE SDN. BHD.


MUHAMAD RIFQI ZAFRAN BIN ABDUL HAKIM, DR. ADAVIAH BINTI 437

MAS’OD



FACTORS AFFECTING SALES PERFORMANCE: CASE STUDY OF
NAVEGACION

MUHAMMAD AMIRUL ASRAF BIN SUNGIP, DR. MAZILAH BINTI 450

ABDULLAH



FACTORS INFLUENCING CUSTOMER SATISFACTION: CASE STUDY OF
IRMA SKINCARE AND COSMETICS


MUHAMMAD AMMIR HADI BIN MOHD HASNUL HADI, DR. ADAVIAH 465

BINTI MAS’OD



FACTORS INFLUENCING PURCHASE INTENTION OF WORKERS
DORMITORY SERVICE: THE CASE STUDY OF WESTLITE DORMITORY

MUHAMMAD FAIZ BIN AZMAN, DR. THOO AI CHIN 477



MARKETING MIX TO INCREASE PURCHASE INTENTION OF PLUMBING
AND MAINTENANCE SERVICE PROVIDER – CASE OF AZMAN BIN

AHMAD
MUHAMMAD KADIR BIN GHAZALI, DR. MAZILAH BINTI ABDULLAH 502



FACTORS INFLUENCING CUSTOMER SATISFACTION: CASE STUDY OF

WARUNG MAK MAH
NG WAI TENG, DR. ZURAIDAH BINTI SULAIMAN 514



FACTORS INFLUENCING CONSUMER PURCHASE INTENTION: TEKPOL

ELECTRIC & SUPPLY SDN BHD
NOR KHAIRENA BINTI KHALID, DR. ZURAIDAH BINTI SULAIMAN 529



PURCHASE INTENTION OF SEWING GARMENT INDUSTRY: ALQHADRI

EXCLUSIVE

NOVIANI BINTI IBRAHIM, DR, GRACE THOO AI CHIN 541




SOCIAL MEDIA COMMUNICATION STRATEGIES TO ENHANCE BRAND
PASSION AND PURCHASE INTENTION OF PRO BAKERS' ENTERPRISE
NUR AINI NAJIHAH BINTI MOHD JAHIB, DR. MAZILAH BINTI 562

ABDULLAH



FACTORS INFLUENCING CUSTOMER SATISFACTION: CASE STUDY ON
NASI LEMAK HAO


NUR ASIAH BINTI MAT HUSIN, PROF. ROHAIZAT BIN BAHARUN 575



ANALYSIS OF VIDEO CONTENT OF PETRONAS HARI RAYA
ADVERTISEMENTS FROM 2017 TO 2021

NUR FAZIRA BINTI AZMAN, DR. ADAVIAH BINTI MAS’OD 591


FACTORS E-SERVICE OF ONLINE BANKING AND ITS INFLUENCES THE

CUSTOMER SATISFACTION AMONG JOHOR CONSUMERS: THE CASE
OF BANK ISLAM MALAYSIA BERHAD (BIMB)

NUR NABILAH IZZAH BINTI MD EHARAY, PROF. DR. NOOR HAZARINA 607
BINTI HASHIM



TOURIST VISITING INTENTION THROUGH FACEBOOK


NUR QAMARINA BINTI MOHAMAD HANIF, DR. ZURAIDAH BINTI 622
SULAIMAN



FACTORS INFLUENCING BRAND AWARENESS: CASE STUDY OF
CLAYNIQ ENTERPRISE

NUR SYAMIMI BINTI JUMIRAN, DR. ZURAIDAH BINTI SULAIMAN 635




INSTAGRAM CONTENT MARKETING FOR CUSTOMER ENGAGEMENT
OF PHARMACEUTICAL PRODUCT: CASE STUDY OF CLAYNIQ
ENTERPRISE

NURSAHIRA BINTI ENJI, PROF. ROHAIZAT BIN BAHARUN 649



TRAILER, CRITIC REVIEWS AND WORD OF MOUTH INFLUENCES ON

KERIS SIAMANG TUNGGAL’S MOVIE CONSUMPTION

NURUL ‘AIN BINTI AMRAN, DR. NOR ZAFIR BINTI MD SALLEH 664



MANAGING CUSTOMER COMPLAINTS AT SOCIAL MEDIA PLATFORMS
OF ZOO NEGARA MALAYSIA
NURUL AZIFAH BINTI AZDI, PROF. DR. NOOR HAZARINA BINTI 679

HASHIM



HOW PINTEREST ENGAGE WITH CONSUMER FOR TRAVEL

NURUL HAFIZA BINT AZRI, DR. NOR ZAFIR BINTI MD SALLEH 692



DEVELOPING ZOOKU MEMBERSHIP CARD ATTRIBUTES TO ENHANCE

CUSTOMER LOYALTY
NURUL SYAKIRA BINTI ABDUL KARIM, PROF. ROHAIZAT BIN 710

BAHARUN



UPIN AND IPIN: FACTORS INFLUENCING MALAYSIAN CULTURE
THROUGH ANIMATION

NURUL NISYYAH BINTI MD SAHABANDI, DR. NOR ZAFIR BINTI MD 721

SALLEH



THE IMPACT OF PROMOTIONAL STRATEGY TOWARDS CONSUMER
BUYING BEHAVIOR: A CASE STUDY AT PUSTAKA AZHAR


RABIATUL ALYA NAJIHAH BINTI ZULFADZLI, DR. NOR ZAFIR BINTI 730
MD SALLEH



THE INFLUENCE OF THE BRAND EQUITY ON CUSTOMER’S PURCHASE

INTENTION: A CASE STUDY OF KARISMA JAYA ENTERPRISE

RAHIMAH BINTI AZMAN, DR. NOR ZAFIR BINTI MD SALLEH 747



STUDY OF EFFECTIVENESS & CHALLENGES MULTI-CHANNEL
DISTRIBUTION MARKETING MINYAK MASAK CAP LESONG

SITI AMIRA BINTI SAIM, DR. ADAVIAH BINTI MAS’OD 757



MEASURING CUSTOMER SATISFACTION FOR COURIER SERVICES
USING SERVPERF: A CASE STUDY OF NINJA VAN

SITI AYSHAH BINTI SANIP, PROF. ROHAIZAT BIN BAHARUN 770



ADVERTISING CONTENT ANALYSIS (ACA) FOR PETRONAS
ADVERTISEMENTS IN CELEBRATION HARI RAYA FROM 2010 TO 2020

SITI SUHAILEY BINTI ABD WAHID, DR. ADAVIAH BINTI MAS’OD 785



FACTORS INFLUENCING CONSUMERS’ INTENTIONS TOWARDS
FRAUDULENT DIETARY SUPPLEMENTS AMONG JOHOR CONSUMERS:

A CASE OF TDC HOLDINGS SDN BHD

SOH JIE QI, DR. MAZILAH BINTI ABDULLAH 801




FACTORS INFLUNCING CUSTOMER SATISFACTION: CASE STUDY OF
BAMBOO HUT ENTERPRISE
SUBHASS A/L SANDRAN SEGARAN, DR, GRACE THOO AI CHIN 839




ONLINE BOOKING IMPLEMENTATION FOR NASESZ ENTERPRISE
SYAFIQAH AQILAH BINTI SHAZMY, DR. NOR ZAFIR BINTI MD SALLEH 859



A CASE STUDY OF ZOO NEGARA’S WEBSITE AND CHESTER ZOO’S

WEBSITE

SYAKIRAH BINTI MD YUSOFF, DR. ZURAIDAH BINTI SULAIMAN 878



FACTORS INFLUENCING THE NEW SERVICE POSITIONING IN TOUR
AND TRAVEL COMPANY

TAM WENG HONG, DR. ADAVIAH BINTI MAS’OD 892



DETERMINE FACTORS THAT EFFECT CUSTOMER SATISFACTION IN
COMMUNITY PHARMACY: A CASE STUDY AT MUHIBBAH JAYA
PHARMACY

TAN YI TING, DR. ADAVIAH BINTI MAS’OD 907



EFFECT OF REFERENCE PRICE TOWARD CUSTOMER PURCHASE
INTENTION ON FROZEN FOOD: A CASE STUDY AT RESTAURANT

VEGETARIAN S.I. JIN WEI
TEE KELLY, DR. MAZILAH BINTI ABDULLAH 924



FACTORS INFLUENCING CUSTOMER SATISFACTION AT DAILY HAPPY

OTAK OTAK

TEO KAR QING, DR. ADAVIAH BINTI MAS’OD 938



THE IMPACT OF BRAND EQUITY ON REPURCHASE INTENTION
TOWARD HERMS ENTERPRISE
WOON ZENG QUAN, DR, GRACE THOO AI CHIN 953



MARKETING INTERVETION TO STIMULATE PURCHASE INTENTION

MY-ROBOT TAMAN UNIVERSITI SDN. BHD.
YAP KAI YING, DR, GRACE THOO AI CHIN 988



SOCIAL MEDIA STRATEGIES TO INCREASE BRAND OF A

TRADITIONAL CHINESE PASTRY SHOP – CHOP KEK LIAN SENG

ABSTRACT

THE IMPACT OF CELEBRITY ENDORSEMENT THROUGH BRAND IMAGE

ON PURCHASE DECISION AMONG INDONESIAN YOUTH FEMALE





Afifah Nurul Adawiyah, Encik Ahmad Sharifuddin bin Shamsuddin


Sekolah Perniagaan Antarabangsa Azman Hashim, Universiti Teknologi Malaysia, Johor Bahru


*Corresponding author: [email protected]


Abstract



In recent years, the influence of celebrities in promoting a brand is quite promising. By promoting the

product through celebrity endorsements will increase the brand awareness of the business. The study aims
to analyze the effect of celebrity endorsement and brand image on consumer purchasing decisions on DR

Beaute by dr. Azrida products among Indonesian youth females. As the object of this research, DR Beaute

is a local beauty clinic who also owned cosmetic brand originating from Indonesia which has been
established in 5 cities in Indonesia. This study uses quantitative methods and the data collection technique

is to conduct in-depth research, namely interviews and used questionnare and the software used by
researchers to analyze the data and information collected in this study is the Statistical Package for the

Social Sciences (SPSS) which has a function to assist in analyzing complex statistical data analysis.The

respondents of this research are users and buyers of DR Beaute by dr. skin products. The results of this
study are expected to be a strategy that can be applied to marketing strategies for companies and interested

parties to increase and maximize the use of celebrity endorsements and brand image to get a positive effect
that can lead customers in making purchasing decisions.


Keywords: Celebrity endorsement, brand image,purchase decision















1

FACTORS THAT STRENGTHEN BRAND AWARENESS OF ONLINE


SECONDHAND MARKET





Aida Nadia Binti Abi Safian, Dr. Zuraidah Binti Sulaiman

Azman Hashim International Business School, Universiti Teknologi Malaysia, Johor Bahru


*Corresponding author: [email protected], [email protected]


Abstract



Secondhand household goods become worn to alternate every home daily wear, hence, many new start-
ups are starting to take steps into these sectors. Unfortunately, pandemic was hit the overall state of world

economy that immediately impacted on the SME start-ups progress to establish. The enforcement of
government restriction has caused force majeure to pause the business operation in certain period of times.

Hence, the norm has switched into online way of buying and selling and activity.As such, this study

weighed up the factors that strengthen brand awareness of online secondhand market within the
evolvement to encourage the business growth. Consequently, the study evaluates the relationship between

sales promotion, social media marketing and search engine optimization towards the brand awareness of
secondhand market online industry. The distribution of online questionnaire survey was implemented

among 127 respondents. All the hypothesized relationship were analyzed by the application of Statistical
Package for the Social Science (SPSS). The analysis applied descriptive frequency statistic, multiple linear

regression and independent sample t-test to respond on the research questions. The study reveals that sales

promotion is the most important predictor to brand awareness. Contradictory to the assumption, the factors
of search engine optimization has not given a significant relationship towards influencing the brand

awareness. This research has shown the proficient insight on the adoption of elements in digital marketing

to encourage the brand awareness of online secondhand market. Future research may concentrate on the
crucial predictors such as switching the word of mouth into the social media marketing strategies.





Keywords: Secondhand Goods, Brand Awareness, Digital Marketing



2

INCREASING HOTELS’ WEBSITE FINDABILITY ON TH WEB WITH


SEARCH ENGINE OPTIMIZATION



Annisa Jifanni Jimmy Lukbar, Prof. Dr. Noor Hazarina binti Hashim



Azman Hashim International Business School, Universiti Teknologi Malaysia, Johor Bahru

*Corresponding author: [email protected], [email protected]


Abstract

The objective of this study was to evaluates the application of major SEO techniques in enhancing hotels

websites. Nowadays, search engine is becoming an important part of our everyday lives since it provides

us with a worldwide source of information and is frequently utilized for e-commerce and social
networking. Search engines are recognized as a platform for promoting and advertising a website or

company via the internet. SEO is the strategies of optimizing a website to increase the visibility of a hotel
website in search engines to draw the attention of travelers to the website and increase traffic. In this

research, the objective is to evaluates the application of major SEO strategies in improving hotels’ website
findability based on Global Traffic Rank with website characteristics based on the number of External

links, Internal Links, Google Indexed Page, and Total daily page view. A content analysis was employed

in this research. Through the website characteristics were adapted to investigate the application of major
SEO techniques in enhancing hotels websites visibility in SERP. The quantitative research method was

conducted through website content analysis on website analytical tools such as alexa.com, seoquake.com,

websiteoutlook.com and a total of 132 hotels in Province Bali, Indonesia was collected. The findings
indicate that there is a significant correlation between website findability based on number of Global

Traffic Rank with website characteristics based on the (a) number of External links; (b) number of Internal
Links; (c) Number of Google Indexed Page & (d) Total daily page view on a hotel website. The results of

the study make an essential contribution for marketers and future researchers on how SEO strategies can
improve hotel website findability on SERP.






Keywords: Search Engine, Search Engine Optimization, Hotel Website, Website Findability




3

UNDERSTANDING PURCHASE INTENTION OF UNIVERSITY STUDENTS


TOWARDS HEALTHY SNACK PRODUCT: A CASE OF ONE LITTLE C

ENTERPRISE


Chai Jing Min, Encik Ahmad Sharifuddin Bin Shamsuddin


Azman Hashim International Business School, Universiti Teknologi Malaysia, Johor Bahru



*Corresponding author: [email protected]


Abstract


Purpose – The purpose of this paper to examine the factors which will contribute to consumers’ purchase

intention on healthy snack product. That was four factors included in this study: brand awareness, brand

association, perceived quality and brand loyalty.

Design/methodology/approach – In total, 200 sets of self-administered questionnaires were distributed to

students in Universiti Teknologi Malaysia in Johor Bahru. The convenience sampling was used and data
collected were analysed using SmartPLS to perform the measurement model and structural model.


Findings – Findings have showed that there are positive relationships between brand awareness, brand
association, perceived quality and brand loyalty and consumers’ purchase intention towards One Little

C’s healthy snack product.


Originality/value – One Little C Enterprise are able to benefit from this study by formulating their brand
management tactics referring to the findings to have competitive advantage over their competitors and

increase their sales.

Keywords: Brand awareness, Purchase intention, Brand loyalty, Brand association, Perceived quality,

Healthy Snack products, One Little C Enterprise
















4

PETRONAS FESTIVE ADVERTISEMENT AS AUDIENCE EMOTIONS


EFFECT AMONG YOUNG ADULTS



Dayang Permai, Prof. Dr. Rohaizat Baharun



Azman Hashim International Business School, Universiti Teknologi Malaysia, Johor Bahru

*Corresponding author: [email protected]


Abstract


Advertising is one of the marketing strategies used to bring in new customers. Audiences are more likely

to pay attention to messages if they are backed up by quantitative evidence. Adverts' use of language and

visual semiotics to persuade or influence an audience is the focus of this research, which looks at adverts
for Petronas products running on Malaysian television. Advertising's role in encoding national identity

and cultural values is discussed in depth. An investigation of the role that Petronas holiday advertising
had on the development of young people' awareness and emotions throughout Ramadan, the Chinese New

Year, and Deepavali is the goal of this research. Because of the concepts and values that great advertising
conveys, people are more likely to recognise it when they see it. Malaysian identity, culture, and society

may be efficiently conveyed via advertisements. Advertisement is a kind of communication that

successfully disseminates information about the identity, culture, and society of Malaysia. Meanwhile,
television ads are the most powerful medium for transmitting, influencing, and communicating with

viewers about moral ideals, human lifestyles, and aspects of society. attitude, behaviour, culture, and so
on for Petronas advertising perceptions values..


Keywords: Advertisement, Culture, Awareness, Emotions, Perceptions values.





















5

MARKETING MIX TO INCREASE THE BRAND AWARENESS AND


CUSTOMER SATISFACTION OF JANNAHNOE EMPIRE SENDIRIAN
BERHAD


Farah Adibah Binti Mohd Kamarojman, Dr. Thoo Ai Chin



Azman Hashim International Business School, Universiti Teknologi Malaysia, Johor Bahru

*Corresponding author: [email protected]



Absract


During the Covid-19 pandemic, many companies slowly come to insolvency. As governments wrestle

with new lockdown measures to combat the virus's spread, national economies and businesses are
counting the consequences. However, the retail industry has come up with a good strategy that can attract

customers to their new product. Mrs. Nurul Jannah as a founder of JannahNoe Empire Sendirian Berhad

was equally affected by the pandemic. Therefore, this study aimed to explore the factors that drive brand
awareness and customer satisfaction of JannahNoe Empire Sdn. Bhd. Previous studies have proved that

the 4Ps (product, place, price, and promotion) can be an effective strategy to enhance brand awareness

and customer satisfaction. The qualitative method was conducted in this study. The population of the
study was potential customers and existing customers who had the experience to consume the products

and services provided by JannahNoe Empire Sdn. Bhd. As such, a purposive sampling technique was
used. The interview was aimed to collect data about the factors that drive satisfaction and brand awareness.

A total of six participants were involved in the interview sessions. Based on the findings, this study put
forward a feedback result for JannahNoe to improve and increase their brand awareness and customer

satisfaction of the apparel store’s product and services. Finally, this study provides insights to other

apparel stores on the effectiveness of the marketing mix towards brand awareness and customer
satisfaction.


Keywords: marketing mix, brand awareness, customer satisfaction, apparel store












6

THE IMPACT OF PRODUCT PACKAGING ON CUSTOMER’S PURCHASE

INTENTION: CASE STUDY OF HANZALA ENTERPRISE




Fatin Farhanah Binti Ramli, Nor Zafir Binti Md Salleh


Sekolah Perniagaan Antarabangsa Azman Hashim, Universiti Teknologi Malaysia, Johor Bahru


*Corresponding author: [email protected], [email protected]


Abstract


Nowadays, people prefer something that catches their eye. Therefore, attractive product packaging will

attract buyers. In the past, product packaging was more focused on product safety, but now product
packaging that meets the needs and requirements of customers will be more popular in the market. This

is because, customers love to judge visually before made the decision to purchase the product. The
advantages of attractive product packaging will increase customer purchase intention, will help customers

to differentiate the product from other competitor’s brand. That’s why the product packaging is now

become more important. The aim of this study is to investigate the impact of product packaging on
customer’s purchase intention. This study was conducted using Descriptive Quantitative research design

and using the non-probability sampling technique. The respondent was selected from individuals who had
purchase experience on Hanzala Enterprise. The questionnaire will be distributed through Google Form.

The target respondents for this study is 120 respondents and this study will use (SPSS) software to

analysed the data. This finding found that packaging colour and packaging graphics have strong
significant relationship towards customer purchase intention This research give useful insight to Hanzala

Enterprise in order to increase customer purchase intention.




Keywords: Product packaging, Purchase intention, packaging colour, packaging graphics
















7

UPIN AND IPIN: THE EFFECT OF USING ANIMATION CHARACTERS IN

BRAND ELEMENTS, BRAND ADVERTISING, AND BRAND AWARENESS ON

YOUNGSTERS PURCHASE INTENTION





Fatin Nazurah binti Mohd Noh, Prof. Rohaizat Baharun

Azman Hashim International Business School, Universiti Teknologi Malaysia, Johor Bahru


*Corresponding author: [email protected]


Abstract

Upin and Ipin successfully attracted many children to watch it until the Upin and Ipin characters became
a medium for product advertising and were used as a medium to convey public awareness. Many

companies now use Upin and Ipin animated as a medium to promote their products, such as SGM milk,

Terlajak Laris, Colgate, Hong Leong Islamic bank, Mamee Monster, and Telekom Malaysia. This study
was conducted to study the relationship between animated characters and the purchase intention. The

researcher wants to study the effects of using animated characters in brand elements, brand advertising,

and brand awareness. The researcher uses quantitative data to obtain the data. 150 youngsters are being
chosen to answer the questionnaire. The result was interpreted by using correlation and multiple regression

to study the relationship between animated characters in brand elements, brand awareness, and brand
advertising with youngsters purchase intention. The result shows that brand elements, brand advertising,

and brand awareness have a positive relationship with young purchase intention.



Keyword: brand advertising, brand elements, brand awareness, animation characters, purchase

intention

















8

SOCIAL MEDIA BRAND COMMUNICATIONS STRATEGIES TO ENHANCE

BRAND EQUITY OF TOP ONE TECHNOLOGY SDN. BHD.




Fitri Nurliza Binti Syapri, Dr. Thoo Ai Chin


Azman Hashim International Business School, Universiti Teknologi Malaysia, Johor Bahru


*Corresponding author: [email protected]



Abstract


Social media is booming massively, and it has become part of billions of people’s daily lives around the
world. Hence, many firms use social media platforms to reach a bigger audience and increase brand equity.

In Malaysia, many companies take the opportunity of leveraging social media communication into their
business model. However, some electronics component retailers rarely use the social media for marketing.

Top One Technology Sdn. Bhd., a small company selling electronics parts, is facing a challenge in

promoting its brand to the local and online community. Thus, this study aims to investigate factors to
increase brand equity (brand awareness and perceived quality) via social media brand communication for

electronic component retailers. Using the results of survey, this study designed marketing strategies to

enhance the brand equity of Top One Technology Sdn. Bhd. This study adopted a quantitative research
method to investigate the relationships between social media brand communication, brand awareness, and

perceived quality of electronic component retailers. A questionnaire as the survey instrument was used to
gather primary data from respondents online using Google Forms. Purposive sampling was used to collect

data from Facebook users who had liked any social media brand page of electronic components in
Malaysia. The sample size for the study is 150. Statistical Package for the Social Sciences (SPSS) software

was used for data analysis. The findings indicated that firm-created content (FCC) and user-generated

content (UGC) positively and significantly influence brand awareness and perceived quality of electronic
component retailers. Moreover, brand awareness also has a positive and significant influence on perceived

quality. An intervention was conducted using the results of survey for Top One Technology Sdn. Bhd.
The postings using creative images, videos, and posters related to both FCC and UGC were uploaded on

Facebook page of Top One Technology Sdn. Bhd. The results of intervention showed a positive increase




9

in terms of page reach, engagement, impression, and followers. Clearly, Top One Technology Sdn. Bhd.

and electronic component retailers can further implement the social media strategy to enhance brand

equity using social media brand communication.



Keywords: Social media brand communication, Firm-generated content, User-generated content,

Consumer-based brand equity, Brand equity, Brand awareness, Perceived quality









































































10

THE EFFECT OF BRAND IMAGE TOWARD PURCHASE INTENTION ON


MAKEOVER COSMETICS BRAND IN INDONESIA



Geby FirstaniaRolando Rambe, En. Ahmad Sharifuddin Bin Shamsuddin


Azman Hashim International Business School, Universiti Teknologi Malaysia, Johor Bahru


*Corresponding author: [email protected]


Abstract


The purpose of this study was to ascertain the effect of brand image on purchase intention. The researchers

recruited 165 respondents in Indonesia for this study. This study lasted two months, from December 2021
to January 2022. This study employed a survey method with a causation-based approach. Collecting data

via the use of books and surveys. The data were analysed using the SmartPLS software version 3, which
included PLS (Partial Least Squares) and structural equation analysis (SEM). The findings indicated that

the price is the most influential element on purchase intention. Meanwhile, the Brand Image is a factor

that influences Purchase Intention.





Keywords: Brand image,cosmetic brand, purchase intention































11

FACTORS THAT DRIVE MARKETING STRATEGIES IMPLEMENTATION


FOR PURCHASE INTENTION OF TADIKA SANTALIA




Goh Hui Chin, Dr. Thoo Ai Chin


Azman Hashim International Business School, Universiti Teknologi Malaysia, Johor Bahru


*Corresponding author: [email protected]



Abstract


Businesses nowadays are facing competitive dynamics. Thus, digital technology or digitalization is an

integral part to increase businesses’ online presence. Tadika Santalia is a kindergarten that provides
preschool services. Due to the Covid-19 pandemics, the kindergarten is facing the problem of low

purchase intention. This study aims to explore the factors that could increase the purchase intention of
Tadika Santalia. A proposed research framework was developed to identify the relationship between the

social media marketing element (entertainment and interaction), trust, perceived value and purchase

intention. This study used a quantitative method with 200 respondents using purposive sampling
technique. A set of online questionnaires was distributed to the targeted respondents. This study found

that there are positive and significant relationships between the entertainment, interaction, trust, perceived
value and purchase intention of a preschool service. Based on the findings, an intervention was conducted

by creating a Facebook page for Tadika Santalia to increase its online presence. The related content was
updated to the page during the intervention. Finally, the Facebook page successfully increased the

consumer’s purchase intention of Tadika Santalia. As a conclusion, this study has provided effective social

media plans for Tadika Santalia to enhance trust, perceived value and purchase intention.




Keywords: Social Media Marketing, Trust, Perceived Value, Purchase Intention












12

CONSUMER ENGAGEMENT BEHAVIOR TOWARDS SOCIAL MEDIA

CONTENT FORMAT IN COSMETIC INDUSTRY


Hairiyah Binti Yusuf, Dr. Nor Zafir Binti Md Salleh



Azman Hashim International Business School, Universiti Teknologi Malaysia, Johor Bahru


*Corresponding author: [email protected]


Abstract



The increasing usage of social media platforms as a marketing channel for small business owners parallels

the prominence of active social media users. Hence, the selection of social media platforms and content

strategies plays a vital part in building the engagement between the business and consumers. Nowadays,
businesses rely on social media to promote products, generate leads, and convert prospects to customers.

This study assessed the effect of (i) social media platform and (ii) social media content format in terms of
the vividness and interactivity towards consumers’ passive or active engagement behavior by the number

of likes, comments, shares, views, and retweets. This study adopted exploratory qualitative research, and

the data collection was made on the social media platforms such as Facebook, Instagram, and Twitter of
the most followed local skincare brands in Malaysia. This study employed descriptive content analysis to

analyze the dataset collected within three months. The findings of this study will directly benefit marketers
or small business owners of skincare brands in selecting the most engaging social media platform and

content strategies.


Keywords: Beauty and wellness industry, Engagement behavior, Content format, Skincare, Social media




















13

ADVERTISING CONTENT ANALYSIS (ACA) FOR PETRONAS

ADVERTISEMENTS IN CELEBRATION CHINESE NEW YEAR AMONG

MALAYSIAN ETHICS.



Hiew Gee Chen, Prof. Dr. Rohaizat Baharun

Azman Hashim International Business School, Universiti Teknologi Malaysia, Johor Bahru


*Corresponding author: [email protected]

Abstract


The Petronas Festive advertisement series has been broadcasted since 1998. For the past 20 years, the
views of these advertisement are increasing rapidly due to its touching and meaningful content that closely

related to the life of Malaysian citizen. The festive advertisement are produced accordingly to each

significant festival of dominant ethics such as Chinese New Year, Hari Raya, and Deepavali. As the series
of Chinese New Year celebration has been reviewed by many audience, an Advertisement Content

Analysis (ACA) has been planned by the researchers. The objective of this study is to look at primary
cultural values of Petronas Chinese New Year festive advertisement and how it affects the racial relation.

This study uses a quantitative sampling method with a total of 100 respondents. Statistical analysis with
mean (average) and percentage tests is used to measure the level, perception and application of the

Malaysian community towards the cultural values and perception towards Petronas. The expectation on

the findings of the research are most respondents are favor the religious value when they looking at the
content of Petronas Chinese New Year advertisement. Hence, this study explains that religious value are

important as marketers producing a advertisement for audience in Malaysia.


Keywords: Advertisement, Value, Culture, Chinese




















14

THE EVALUATION ON THE HOTEL WEBSITE PERFORMANCE TOWARDS

CUSTOMERS RESERVATION ,


Intan Yusniza, Prof. Dr. Noor Hazarina Binti Hashim


Azman Hashim International Business School, Universiti Teknologi Malaysia, Johor Bahru


*Corresponding author: [email protected]


Abstract


This study focuses on the relationship between website quality, functionality, and usability website design,

trust and even the importance of website dimension and features in influencing internet booking. Because

the internet market is growing and raising the competition, hotels' websites are an efficient strategy to
keep customers making reservations directly through the hotel's own website, such as by offering the

lowest confirmed rates, boosting loyalty, and partnering with online agents. There's no denying that hotel
distribution has shifted substantially since the internet's inception. Online travel agencies (OTAs) and

hotel websites have gained in popularity in order to reach a wider range of customers and increase revenue.

This study enables hotel industry practitioners in better positioning their own websites by exposing and
comparing the key aspects that influence customers' impressions of booking channels online.


Keywords: website quality, website functionality, website usability, Online travel agency, customer
trust.































15

APPLICATION OF SERVPERF MODEL TO EVALUATE CUSTOMER


SATISFACTION IN THE COURIER INDUSTRY: A CASE STUDY ON J&T

EXPRESS MALACCA




Jamy Ong Swee Ai, Dr Adaviah Binti Mas’od

Azman Hashim International Business School, Universiti Teknologi Malaysia, Johor Bahru


*Corresponding author: [email protected] , [email protected]



Abstracts


The aim of this research is to evaluate the level of customer satisfaction using SERVPERF scale by a

courier service which is J&T Express Kota Shahbandar Malacca. A set of questionnaires will be given to

the customer of J&T Express Malacca through Google Form to measure the satisfaction level. The survey
data were collected via snowballing sample where selected customer who had experienced using the

selected courier service provider during Covid 19 pandemics. A multiple regression analysis is used to
identify the links between each independent variable and customer satisfaction in order to achieve the

research objectives. This research found that only responsiveness and tangible dimension had a
relationship with the level of customer satisfaction at the J&T Express Kota Shahbandar Malacca. The

limitation of this research is there no research on measuring customer satisfaction in courier services

industry using SERVPERF scale. The future researcher can recreate this research in a larger scale where
various courier services need to be included to get a specific data about the service quality of courier

services industry. For theoretical implication, this is one of the earliest research projects that investigate

the customer satisfaction of courier industry using SERVPERF scale. For practical, this research will
assist the manager of the branch in being more aware on providing an efficient service to their customer.


Keywords: SERVPERF, Customer Satisfaction, Courier Service













16

FACTORS INFLUENCING CUSTOMER LOYALTY OF MOBILE


ELECTRONICS STORES: CASE STUDY OF ONLY U MOBILE ENTERPRISE





Ker Jie Ming, Zuraidah Binti Sulaiman


Sekolah Perniagaan Antarabangsa Azman Hashim, Universiti Teknologi Malaysia, Johor Bahru


*Corresponding author: [email protected] , [email protected]

Abstract


Nowadays, mobile electronics store has experienced a tremendous expansion due to the rapid changing

technology in recent year. The expansion of mobile electronics stores will bring the intense competition
in today’s business and it is a basic requirement for companies to build and maintain good relationships

with customers in order to achieve customer loyalty and prevent customer from switching to other
companies. It is one of the reason that customer relationship marketing becomes more crucial nowadays.

The purpose of this research is to investigate the factors influencing customer loyalty of mobile electronics
stores including store environment, service quality and price. This study adopted the quantitative research

approach through google form questionnaire to gather data from the respondents. Respondents were

selected from individuals who have a purchases experience on Only U Mobile Enterprise. The target
population for this study is a 135 respondents. The sampling technique in this study adopts the non-

probability sampling technique which refers to purposive sampling. All the collected data will analyze
using SPSS software. This findings found that price is the most important factor and have positive

significant influence customer loyalty. Contrary to the store environment and service quality that did not
significant influence customer loyalty. This research gives useful insight to the Only U Mobile Enterprise

to adopt the proposed intervention to increase customer loyalty.




Keywords: Store environment, Service quality, Price, Customer loyalty












17

IMPACT OF KKKL EXPRESS’S WEBSITE DESIGN ELEMENTS TOWARDS

USER SATISFACTION



Lee Mei Xian, Prof. Dr. Noor Hazarina Binti Hashim


Azman Hashim International Business School, Universiti Teknologi Malaysia, Johor Bahru

*Corresponding author: [email protected], [email protected]


Abstract

The design of websites that appear on the internet is referred to as website design. Instead of software

development, it usually refers to the user satisfaction components of website development. Research was
conducted to assess the website's design elements in terms of user satisfaction, using KKKL Express’s

website as a case in point. The researchers will identify and consolidate the essential website design

elements that will have an impact on the user's satisfaction when visiting the site. Then, this paper will
look into the relative importance of those elements in affecting total website design judgments. A

questionnaire was developed based on this quantitative research in order to indicate the significant

relationship between website design elements and user satisfaction. The better the design quality of a
website, the greater the satisfaction of users. Hence, the findings suggest that website designers should

highly focus on the website design elements to positively influence visitor purchasing behavior and, in
the end, lead to a satisfactory experience.




Keywords: Website Design, Website Design Elements, User Satisfaction, KKKL Express


























18

THE INFLUENCE OF INSTAGRAM MARKETING ON NANCY’S KITCHEN

RESTAURANT – A BABA NYONYA RESTAURANT TOWARDS VISITORS’


VISIT INTENTION



Leon Xin Ci, Prof. Dr Noor Hazarina Hashim


Azman Hashim International Business School, Universiti Teknologi Malaysia, Johor Bahru



*Corresponding author: [email protected]


Abstract

The purpose of this paper is to examine the influence of social media (Instagram) marketing by the

restaurant located in Malacca, Malaysia, named “Nancy’s Kitchen”. With the advance of technology,
traditional marketing is slowly being replaced by social media marketing. Regardless of the industry,

whether it is tourism or catering, many companies have implemented social media for a variety of

purposes. Thus, this study examined the visual effect and exposure effect on visitors’ visit intention
towards a restaurant selection. This study has been conducted by using quantitative methods by

distributing survey questionnaire to 250 respondents. The results are being generated by Statistical
Package for Social Science (SPSS) version 26. The study explores more on the effects of professional

photography, visual complexity, uniform page appearance and layout, and brand recognition which has a
negatively significant relationship with the visitor's visit intention. Endorsed brand attitude positively

affects visitor intention to visit a restaurant. The sample chosen for this study belongs only to a particular

population which is only the current Instagram follower who might or might not visit Nancy’s Kitchen
and its visitors. Hence, the outcome should be summarized with caution.


Keywords: Professional photography, Visual complexity, Uniform page appearance and layout, Brand

exposure, Visit Intention














19

FACTORS INFLUENCING CUSTOMER SATISFACTION AT ROUMUMMY

BAKERY




Lim Huey Nee, Dr Mazilah Binti Abdullah


Azman Hashim International Business School, Universiti Teknologi Malaysia, Johor Bahru


*Corresponding author: [email protected], [email protected]


Abstract


The bakery industry is an industry that has a large influence on consumerism. Hence, it is crucial to

building a company reputation in a market. As a consequence, business is dedicated to figuring out

customer dissatisfaction. The particular reason for the circumstance is that there is a close relationship
between food attributes (quality of food, quality of service, quality of setting, and price and value) and

customer satisfaction in the bakery industry. This study aimed to determine the influence of independent
variables on Roumummy Bakery’s customer satisfaction. A total of 126 completed and available

questionnaires were collected through purposive sampling. This research applied multiple regression

analysis. The aim was to determine the factors influencing customer satisfaction in Roumummy Bakery.
This research found that quality of food, quality of service, and quality of setting influenced the customer

satisfaction of Roumummy Bakery, while price and value had no significant influence on it.



Keywords: Customer Satisfaction, Quality of Food, Quality of Service, Quality of Setting, Price and

Value























20

SOCIAL MEDIA AND ENGAGEMENTS STRATEGIES TO INCREASE BRAND

EQUITY AND PURCHASE INTENTION OF RED FUTURE NETWORK

ENTERPRISE




Lim Seow Ying, Dr. Thoo Ai Chin


Azman Hashim International Business School, Universiti Teknologi Malaysia, Johor Bahru


*Corresponding author: [email protected]


Abstract


Telecommunication has become an essential component of the modern lifestyle and significantly impacts

economic development. However, the Covid-19 pandemic has shattered every industry in Malaysia,
including the telecommunication industry. Many firms have transformed into an online business model

because many industries are not allowed to operate during Movement Control Order (MCO). As a result,
social media marketing is increased significantly for every business. However, one of the

telecommunication service providers which is Red Future Network Enterprise faces problems such as no

active social media presence, sales from walk-in customers, and low sales due to MCO and Covid-19
pandemic. Social media marketing significantly increases online social interaction, brand equity, and

customer purchase intention. As such, this study aims to identify the relationship between social media
marketing efforts, consumers’ engagement with brand-related social media content, brand equity, and

purchase intention of telecommunication services provided by Red Future Network Enterprise. A

quantitative method was used to distribute the online survey to respondents using purposive sampling
technique. The target population was the individuals who liked and followed any of a telecommunication

brand on social media platforms. The sample size for this study was 209. Statistical Package for the Social
Sciences (SPSS) software was used for data analysis. The findings found that there are positive and

significant relationships between the social media marketing efforts, consumers’ engagement with brand-
related social media content, brand equity, and purchase intention of the telecommunication service. The

findings of this study were used for the intervention of Red Future Network Enterprise by creating a

Facebook page and updating the engaging social media posts and contents frequently to enhance its online






21

presence and engagement with the consumers. Finally, the Facebook page of Red Future Network
Enterprise successfully increased the brand equity and purchase intention of Red Future Network

Enterprise with customers' enquiries. In conclusion, this study can contribute to the telecommunication
industry such as telecommunication service providers by offering them better insight on implemented

social media marketing efforts and consumers’ engagement with brand-related social media content that
can enhance their brand equity and purchase intention.


Keywords: Telecommunication, Brand equity, Purchase intention, Consumers’ engagement with brand-

related social media content, Social media marketing efforts



































































22

THE IMPACT OF INFLUENCERS MARKETING TOWARDDS GENERATION

Y AND Z IN TEMS OF PURCHASE DECISION



Mohamed Firdaus Mohamad Karim, Encik Ahmad Shariffuddin Shamsuddin


Azman Hashim International Business School, Universiti Teknologi Malaysia, Johor Bahru


*Corresponding author: [email protected] , [email protected]


Abstracts



With their excellent effort and visibility, social media influencers are conquering the Internet. Their views
have a significant influence on individuals, particularly the younger generation. They may be classified

as a new phenomenon that has witnessed a significant growth in collaboration with marketing firms over

time. People are increasingly following these influencers to ensure that they do never missing out on their
content. The aim of the study is to identify the impact of influencers marketing on Generation Y and Z in

terms of purchase decision. I intended to see if influencers can draw potential consumers and persuade
them to buy. In order to meet the objectives of the study, own research will be conducted using a Google

Form questionnaire and distribute them to the people who has heard/interacted with skin care company,
Daughters of Malaya and 106 samples collected from customers in Johor and Kuala Lumpur. Specifically

Content Quality positively influence purchase decision, Influencers Consistency positively impact

purchase decision and Good Influencers strategy positively influence purchase decision. The
implementation of influencers marketing has positively contributed to Daughters of Malaya in getting

more sales and profit.





Keywords: Generation Y and Z, Influencer, Influencer Marketing, Purchase Decision,
















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FACTORS INFLUENCING CUSTOMER SATISFACTION: CASE STUDY OF

AWANAZSTYLE SDN. BHD.



Muhammad Abdulqayyum Bin Mohd Shahimi, Dr. Mazilah Binti Abdullah


Azman Hashim International Business School, Universiti Teknologi Malaysia, Johor Bahru


*Corresponding author: [email protected], [email protected]


Abstract


This study intended to investigate the factors influencing customer satisfaction among those who already

purchased a product from a boutique named Awanazstyle Sdn. Bhd. There were four antecedents
examined in this study: customer experience with shopping environment, customer experience with staff

service, customer experience with shopping procedure, and customer experience with the product.
Through observation of the online review from the Awanazstyle Sdn Bhd, the researcher identified several

negative feedback that might lead to customer satisfaction. This study used a quantitative research method
with a purposive sampling method, yielding 118 samples respondents, which consisted of only the

customers of Awanazstyle Sdn. Bhd. Multiple regression analysis were applied in this research to

determine the relationship between the factors that influenced customer satisfaction among the customers
of Awanazstyle Sdn. Bhd. The findings of this investigation indicated that the specific aforementioned

four (4) factors influence customer satisfaction except for customer experience with staff service in the

online shopping setting through Facebook.







Keywords: Customer Experience with Shopping Environment, Customer Experience with Staff Service,
Customer Experience with Shopping Procedure, Product Experience, Customer Satisfaction














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FACTORS AFFECTING SALES PERFORMANCE: CASE STUDY OF

NAVEGACION



Muhamad Rifqi Zafran bin Abdul Hakim, Dr. Adaviah binti Mas’od


Azman Hashim International Business School, Universiti Teknologi Malaysia, Johor Bahru


*Corresponding author: [email protected]


Abstract


This paper provides an overview of logistics and shipping. From the logistics perspective, freight logistics,

container logistics, vessel logistics, and inland transport logistics are the backbone for industry to deliver
it to the manufacturer or industry. The main planning problems and research opportunities in each logistics

segment are reviewed and discussed to know the factors affecting sales performance towards logistic

companies. This is because logistic and shipping is essential nowadays because this is where the raw
material was transport to the manufacturer to create a finish good. This research investigates the

relationship between Sales Fluctuations, Training and development, Commission and Incentive, Planning
of Sales Activity with Sales Performance. The sample size of the study was a total of 118 respondents.

Primary and secondary data were used to collect data by using a questionnaire for both employees and
salespeople. The limitations and suggestions for overcoming limitations are discussed. Based on the

results in this paper, the theoretical and practical implications have been discussed.


Keywords: Logistic, Shipping, Sales Performance, Incentive, Commission, Training.



























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FACTORS INFLUENCING CUSTOMER SATISFACTION: CASE STUDY OF

IRMA SKINCARE AND COSMETICS



Muhammad Amirul Asraf Bin Sungip, Dr. Mazilah Binti Abdullah


Azman Hashim International Business School, Universiti Teknologi Malaysia, Johor Bahru


*Corresponding author: [email protected]


Abstract



The buying and selling process has shifted dramatically from conventional (physical) to online purchasing

in the present technological environment. Furthermore, the traditional trading method has been rendered
obsolete by the COVID-19 epidemic. In this setting, customer satisfaction is critical in maintaining

consumer loyalty to the products or services offered. Resultantly, every company must understand
consumers’ satisfaction with their products or services. Customer satisfaction has risen to the top of the

priority list when it comes to online purchases. Therefore, this study was conducted to measure customers’

satisfaction level of Dr Irma Skincare and Cosmetics based on four factors: shopping online experiences,
external incentives, sellers' or customer service, security, and privacy. Multiple regression analysis was

applied to identify the factors influencing customers’ satisfaction levels. A total of 118 respondents
participated based on the sample size determination from Cohen Table. Purposive sampling was employed

in this study and the investigation was limited by the number of respondents who only purchased online
from Dr Irma Skincare and Cosmetics. Statistical Package for Social Science and Multiple Regression

Analysis showed that online shopping experiences seller or customer services, security, and privacy were

significantly associated with customers’ satisfaction towards Dr Irma Skincare and Cosmetics.
Customers’ satisfaction was not affected by external incentives.




Keywords: Online shopping experiences, seller or customer services, external incentive and security and
privacy.










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FACTORS INFLUENCING PURCHASE INTENTION OF WORKERS

DORMITORY SERVICE: THE CASE STUDY OF WESTLITE DORMITORY



Muhammad Ammir Hadi bin Mohd Hasnul Hadi, Dr. Adaviah binti Mas’od


Azman Hashim International School, Universiti Teknologi Malaysia, Johor Bharu.


Corresponding author: [email protected]; [email protected]


Abstract


With the increasing demand for unskilled labour in Malaysia, the number of foreign workers in Malaysia

continues to increase each year. Since the government impose foreign workers housing act, companies
who hire foreign workers need to comply to this act. And this is when the demand for purpose-built

workers accommodation starts to increase. This study aims to investigate the factors that are influencing
the purchase intention of workers dormitory service provided by Westlite Dormitory among

manufacturing companies in Pulau Pinang. The three factors include brand awareness, perceived quality

and perceived value. In this research, purposive sampling method is used and a total of 108 data were
collected for this research. Multiple regression analysis and also multicollinearity analysis were used in

this study in order to determine the influence between the three factors and purchase intention by using
Statistical Package for the Social Sciences (SPSS) version 16.0. The result of the research showed that

brand awareness and perceived value has a significant influence on the purchase intention. Whereas for

perceived quality does not show a significant influence on the purchase intention towards the dormitory
service offered by Westlite Dormitory.


Keywords: Dormitory, Migration, Pulau Pinang, Purchase Intention






















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MARKETING MIX TO INCREASE PURCHASE INTENTION OF PLUMBING
AND MAINTENANCE SERVICE PROVIDER – CASE OF AZMAN BIN AHMAD



Muhammad Faiz Bin Azman, Dr. Thoo Ai Chin


Azman Hashim International Business School, Universiti Teknologi Malaysia, Johor Bahru


*Corresponding author: [email protected]



Abstract

Now, the service industry has been impacted by the Covid-19 pandemic with low purchase intention.

Azman Bin Ahmad is a sole proprietorship company that provides a service in all aspects of plumbing

and installation of pipes. The sale of the company is affected due to low purchase intention from existing
and potential customers. Therefore, the purpose of this study is to investigate the effects of the marketing

mix on purchase intentions of plumbing and maintenance services. This is because past research has

shown that the marketing mix, including the 4Ps (product, price, place, and promotion), can increase
customer intention. This is a quantitative study in which data was gathered through a survey approach.

All the items were evaluated on a 5-point Likert scale. This survey used 150 sample data to study the
impact of marketing mix on purchasing intention. Results show that product, price and promotion have

positive and significant relationships with purchase intention of plumbing and maintenance services. Then
the survey result was used to conduct the intervention for Azman Bin Ahmad. A Facebook page was

created for Azman Bin Ahmad as a social media platform to increase their potential customers’ purchase

intention. In the two months of intervention, various of contents relevant to product, price and promotion
were updated on the Facebook page. The Facebook page successful received 8 potential customers to

interact with the company using WhatsApp, 13 potential customers made a phone call asking about the
services, and 1 customer purchased the services. Lastly, this study provides useful insights to Azman Bin

Ahmad and other service providers on the importance of marketing mix for increased purchase intention.



Keywords: Marketing mix, purchase intention, service industry










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