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down, thus associated with hazardous working environments (Kim, Parker and Schoar, 2020). The collision of the crisis or disaster on the
micro enterprise area should be a great concern for entrepreneurs, because it will influence the present and long run business performance.
75 percent of business has shown without the coherence plan will burn out within three years after a crisis streaks. (Cook, 2015). In the end
of May 2021, the country had urged to be fully locked down after the first wave of contingency outbreak last year. In respond to this fifth
wave of Covid-19, our local government has revised its measures to the Movement Control Order (MCO) according the increasing number
of spread in the nation. All of the sectors in economic, education ,tourism, manufacturing, logistic and mores were forced to close as following
the government order. Only essential economics are allowed to operate with strict constancy Standard Operation Procedures (SOP).
The force closure was prohibited people to attend the business physically hence impacted company profit and revenue directly. To stay
insistent in the new economic and business norms entails new adoption in strategies and practices. In the world of pandemic, consumers have
switched to online channels dramatically, thus business in any industries need to rapidly catch and respond toward interacting in the digital
way. Into the bargain, the crisis build the meanders to people who just start their business. Although start-ups have emerged as important role
for economic growth, employment rate and innovation catalyst, either the back breaker or likelihood faced by start-ups may arise now and
after pandemic. Most existing start-ups are more susceptible to the crisis as compared to the established incumbents. The probability of risk
is higher than other older small and medium enterprises (SMEs), start-ups encounter constructions in accessing funding and often to rely on
a small organization team, therefore, this can increase the further exposure of vulnerability and shock towards today’s environment. Bringing
to the public in the third quarter of 2020, Bundle4Home was made audacious move to begin and deliver their goods to the market in the midst
of pandemic. There were the time when the number of active Covid-19 cases were drop into one digit number, thus government was taken
to restructure in opening and restarting the economic activities all over the country again. The business was able to normally operate and

welcome their potential customers to their physical store. In the start of the business, Bundle4home was successfully established their social
media platform in Instagram and Facebook. They were spreading their business line and activities through the numerous of local community
group in Facebook. They were also launched their business in the most top e-commerce platform in Malaysia, Shopee. However, conducted
the selling in the internet of thing was not their main focused to gain and grow the profits. The larger sales contributed from their physical
activities in the first three months.
Due to the circumstances of government restriction onto the fatten curve of Covid-19 spreads, many measures involved and fluctuated,
as from the interstate and inter-district travels are banned nationwide, to the fully force closure oh physical activities have affected the
Bundle4home in many ways. Supporting the business in the crisis has shifted it to perform the business function in online channel. The short
duration initiating Bundle4home to the public still make the brand new and gain small-scale recognition among the potential market.
Furtherless, the number of interaction and engagement are yet to be recorded in low acknowledgement. Company performance is facing the
sunken and depressed exchange rate from time to time. Bundle4home growth is declining drastically in the pandemic time. The most important
issue that brought all the depression part is company face with the limited awareness from its target market. Brand awareness is the capability
to identify a brand in different terms by consumers which assist with the brand recognition and assumption towards a particular brand. The
familiarity will be enhanced through he creation of brand awareness in the repeated exposure (Huang, Yen, Liu and Chang, 2014). In growing
company profit, brand image per taken to gain customer attentions. In spite of the fact, the company is invented great offerings, without brand

recognition, the business will remain the poor performance. The powerful image will influence into depth the character of the product and
the proposed value, create the uniqueness and gain competitive advantage and providing the sentimental value towards the figure entity.
Brand awareness communication are the principal factors to develop the best outcomes in the company (Tiurida and Imam, 2019).








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1.3 RESEARCH QUESTIONS
This study listed three main research questions:
Are there any relationships between sales promotion, social media marketing and search engine optimization with the brand awareness of
Bundle4home online market?
Which is the most significant factor that strengthen the brand awareness towards Bundle4home online market?
Does digital marketing has significantly impact the brand awareness of Bundle4home online market?



1.4 RESEARCH OBJECTIVES
This study listed three main objectives:
To evaluate the relationships of sales promotion, social media marketing and search engine optimization with the brand awareness towards
Bundle4home online market.
To identify the most significant factor that strengthen the brand awareness towards Bundle4home online market.
To measure whether digital marketing will significantly impact the brand awareness towards Bundle4home online market.


⬛ 2.0 LITERATURE REVIEW

2.1 BRAND AWARENESS
Brand awareness is consumer of product brands based on brand name, logo, image or slogan. Brand awareness is defined the degree
of the ability tn potential buyer to recognize the brand as part of a branded product (Permadi, 2016). The higher brand awareness influence
the higher intention among customer to buy (Petahiang and Worng, 2015). ‘Labeling’ of a product in the marketing means and creating

consumers conscious of the label are two major purposes in branding (Hutter, Hautz, Dennhardt and Fuller,2013). The comprise of two
elements by brand awareness are categorized as recognition and recall. The constructed of brand awareness is involved to the dominance of
the driven brand node or trace in reminiscence, as reflected by ability of consumers to determine the brand under different conditions. (Keller,
2008).. A strong brand build by the assortment of brand awareness (Buil, 2013). Brand awareness lead to the brand preference and
distinguishes the bran from competitors (Valavi, 2014). Mishra and Mishra (2014) asserted that the presence of brand in customer’s are kind
to be associated with brand awareness. The consideration will be taken place while deciding on a purchase, thus, if there is none to be
selected, the probability to be chosen is also none (Malik, Ghafoor, Hafiz, Riaz, Hassan,Mustafa, and Shahbaz, 2013). The significance of
brand awareness build three major reasons, first, enhancing brand awareness raises the prospect that the brand will be one of consumer
considerations. Second, brand awareness can simulate the decisions about brands in the amount of viewed, though no further associations
with the brand has been made, Consumers are tend to applied and involved with decision rule to buy known and popular brand. It has
been shown that, especially in the case of almost no commitment, even if a good relationship is not developed, basic brand awareness alone
is sufficient to influence brand choice (Hutter, Hautz, Dennhardt and Fuller,2013). Third, brand awareness affects the formation and strength
of brand associations that constitute its image. The premise of establishing brand associations with consumers is the existence of the brand in
the minds of consumers. (Keller, 2008). Brand awareness is represent by any causes in consumer journey towards brand. The following study
will identify the factors and the most significant factors that give huge contribution in strengthen the brand awareness in online secondhand
market.


2.2 HYPOTHESIS DEVELOPMENT


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2.2.1 SALES PROMOTION
The theoretical point of view stated that promotion is dominant element in marketing mix in which to inform, encourage
and remind the potential market on the goods offered in venture to give affection towards consumer’s feelings, perception or
purchasing decisions (Stanton, 2007). Contrarily, organizations use promotional programs to communicate the benefits of a
particular product or service to a group of potential and existing customers (Jalal, 2017). Promotions are widely regarded as an
important part of marketing activities to stimulate faster and more effective responses to the sales of certain products or services
(including the number and speed of purchases). Kotler and Kotler (2012) emphasized that promotions are powerful incentives to
acquire customers and increase sales. Jalal (2017) visualized sales promotion as a dynamic move used by many brands to gain
profitablity among customers and enhance their loyalty. Therefore , sales promotion are implied to cultivate the brand awareness
and perquisite fast response. In addition, sales promotion has influenced the attention of consumers and affecting their interaction
toward the brands. Sales promotion in online community is a communication instruments to develop brand awareness through the
messages it delivered and presumed. Sales promotion is a catalyst to capture consumers’ attention, allocating the brand to stand out

and differentiate its own on the Internet and thereby, attracting consumer interest (Esmeralda and Del,2014). Therefore, the
hypotheses is generated:
H1: Sales promotion has significant positive affect to strengthen brand awareness of Bundle4home’s online market.


2.2.2 SOCIAL MEDIA MARKETING (SMM)
Social media marketing (SMM) plays an important role in influencing consumers' perception of brands (Langaro, 2018).
According to Frank and Watchrayesringkan (2016), social media marketing are considered a way more influential compared
with traditional marketing communications due to the increasing in searching information among consumers about products and
brands through their social media channel (Mangold and Faulds, 2009). 74 percent of online consumers use social media channel
reportly by Duggan (2015) and more than 50% of them acquire information on brand related by the brands pages and platform
(Ismail, 2017), while business reports recently to social media has significant influence on over 90 percent of purchases
(Marketingcloud, 2013). The latest global social media stats (2021) reported that there are 4.33 billion social media consumers
worldwide at the early of 2021, equating over 55 percent of the total global population. Thus, it is not surprising that over than 90
percent of companies worldwide are using social media marketing. Therefore, marketers are increasingly incorporating social media
into their marketing strategies, and it is not surprising that they use Facebook, Instagram, Twitter, and YouTube to convey brand

messages (Khan, 2017). In practice, previous empirical research shows that companies from all many industries are integrating
social media marketing into their marketing strategies to increase brand awareness and consumers’ buying intentions. For example,
Haier, a large Chinese consumer electronics company, implied WeChat to convey consumer information and trends. Provide
product reviews for your customers yet at the same time, consumers can also search for the information they need through the
WeChat platform, and interact with business representatives to ask specific questions. The above SMM activities help consumers
understand product features and become familiar with the Haier brand, thereby enhancing consumer confidence and brand loyalty
(Sun, 2015). Therefore, the researcher hypothesizes:
H2: Social media marketing(SMM) has significant positive affect to strengthen brand awareness of Bundle4home’s online
market.

2.2.3 SEARCH ENGINE OPTIMIZATION (SEO)




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According to Lavene (2010), a search engine is a complex piece of software that can be compared with search engines
that visit multiple websites and their pages and help search engines find important data. Search engine optimization (SEO) can be
defined as a mechanism that enables search engines to obtain the most relevant results from their online searches. SEO also helps
marketers by showing their relevant ads to the right people at the right time and in the right place. Place your ads on the search
results page of search engines, improve the quality factor, make it more meaningful, and be more compatible and convenience to
conduct (Sen, 2005). Many scholars have illustrated on the importance of search engine optimization towards business function.
The search engine acts as an intermediary between the buyer and the website. Most likely, it will provide buyers with links to the
most popular quality pages among organic pages. In order to rank websites, web search tools rank each website according to its
quality based on data collected through crawling calculations and information extraction strategies from the Internet. Users who
use search engines will be affected by search engine marketing decisions made by page owners and search engines. Website owners
can choose to use SEO promotion resources to promote their website in organic publications and bid on sponsored links (Lovatt
and Legge, 2014). Online shoppers use search engines to find pricing information, and during the search process, buyers will have
a series of ideas, including dealers who have visited their website during the search process. From the target audience to the website,

the search engine is the entrance to find information and the navigator for finding Internet pages (Bhandari and Bansal, 2018). An
extremely optimized and structured website has attracted the attention of many search engines (Smith, 2010). SEO behavior can
improve the brand awareness, increase the traffic of engagement, and thereby increase revenue (Zhang & Cabage, 2016). The
visibility of business domain help consumers to recognize the brand quickly based on their inquiries they made. Therefore, following
hypothesis was generated:
H3: Search Engine Optimization has significant positive affect to strengthen brand awareness of Bundle4home’s online
market.

2.3 RESEARCH FRAMEWORK MODEL




























Figure 1: Conceptual research framework





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Figure 1 shows the conceptual research framework of this research. The function is to test the relationships between independent variable and
dependent variable for academic and business purposes. The framework of the variables in Figure 1 was adopted from Hanaysha (2018)
and Kannan (2017).

2.4 PROPOSE INTERVENTION
2.4.1 DIGITAL MARKETING
Digital marketing is a type of marketing widely used to promote products or services and reach consumers through digital
channels. Following the previous study conducted by Lombardi, Lardo, Cuozzo and Trequattrini, (2017), digital marketing is an
evolving concept that is expanding its reach to cover all the processes that companies have used for decades, reshaping the look
and patent of industries around the world. The digital transformation of marketing has prompted companies to use artificial
intelligence, cognitive computing, and other emerging technologies that help companies create important value in the value chain
and promise to change behavior, interaction and experience in the near future. Digital marketing is different from traditional
marketing methods, therefore, realizing brand awareness requires special attention and strategies. Companies should also prevent
from "big campaign" and assist to "small campaigns", as it will easily to achieve the potential organic reach in a short period of

time (Coon, 2010). In the past decade, digital marketing has become a profession rooted in direct selling. Using them means that
marketers can have more forms of direct and indirect communication with target customers. Previous study of Krishnaphrabha and
Tarunika (2020) have found the analysis that correlation of digital marketing towards strengthen brand awareness is positive and
significant. It is assumed that the research results will make a significant contribution to practice and literature, because digital
marketing can be defined as a new but rapidly evolving platform for building customer relationships and creating what they consider
to be a positive brand image.

⬛ 3.0 RESEARCH METHODOLOGY

3.1 RESEARCH DESIGN
The research design of this study is descriptive quantitative research design. Quantitative research is a form of research based on
scientific methods that provides numerical data and specific facts. Its purpose is to use mathematical, computational and statistical methods
to establish a causal relationship between two variables. It can be measured accurately and accurately. Data collected from researchers. It can
be classified or classified, or measured in units of measurement. Quantitative research can be used to create raw data charts and tables, making
it easier for researchers to analyze the results. A quantitative study focuses in direct observation on the participants that concern only little

or no interaction with the other parties (Ahmad, Wasim Irfan, Gogoi, Srivastava and Farheen, 2019). The research is conducting a descriptive
study that use survey method in collecting data from potential respondents. The data collection comprehends the information on characteristics
of particular individuals and probing on participants’ beliefs, knowledge and attitudes toward a particular concept (Shields and Smyth ,2016)

3.2 POPULATION AND SAMPLING
In general population is deliminated as a group of people in a region, city, country, world or the specific calculated area. of
According to Malhotra and Birks (2007), Population is defined as the combination of all the component, sharing the set of regular distinctive,
that include the macrocosm purpose in marketing research problem. Conducting marketing research involve to redefine target population that
determine a series of elements or objects that contain the information requested by the researcher and from which




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conclusions can be drawn. The target population should be defined according to factors, sample units, scale and time (Malhotra and Birks,
2007).
Figure 3. 2: Minimum sample size equation

Independent variables (IV) = (IV1 items x 5) + (IV2 items x 5) + (IV3 items x 5)
= (5 items x 5) + (6 items x 5) + (4 items x 5) = 75 ;

Dependent Variable (DV) = (DV items x 5)
= (5 items x 5) = 25 ;


Demographic = (5 Items x 5)
(7 items x 5) = 25 ;

Minimum number of sample = IV items + DV items + Demographic items
= 75 + 25 + 25
= 125


In accordance with Tabachnick and Fidell (2007), the minimum size from the amount of variables to be tested have determined as
five to one ratio. As such, this study is required a minimum 125 respondents to be surveyed. Figure 2 show the equations as follows: Malhotra
and Birks (2007) referred sample as the components in the subdivision of the stipulated population among the participants in the study.
Questionnaire will be distributed to the respondents by using convenient sampling. Convenient sampling endeavour in deriving a convenient
elements among the sample. Respondents are usually elected due to their presents at the certain criteria, such as accessible, proximity
geographical occurrence, handiness at given time, or inclination to participate in the survey. Convenience sample is reasonable for its cost,
features and availability. Hence, this research are targeting the potential buyers of the online secondhand market without geographical
limitation and at the specific conducted period of time. Ergo, to spread the brand awareness to reach the prospect market, the study need to
be conducted in flexible location size, accordingly, researcher is able to measure the wide preference and perception of its market. From the
result of sample size, the number of samples is 125 respondents. Then, a sets of online questionnaires will be distributed among the
respondents through WhatsApp by online Google Form.


3.3 RESEARCH INSTRUMENT
The use of a quantitative approach (Likert scale questions) was considered most suitable for this study. The questionnaire have a
total of 28 questions divide in the five sections , which are part A,B,C,D and E. Part A consists seven simple questions about the respondent’s
information. Meanwhile, Part B contained five questions about dependent variables (Brand Awareness). Part C contained five measurement
items about the first factors strengthen brand awareness in online secondhand market (Sales Promotion). Next, Part D contained six questions
about second independent variables (Social Media Marketing). In the last part, Part E, the survey will be measured on five items that inquire
about the perspective of Search Engine Optimization as the factors influence brand awareness. Likert scale is to determine the strength of the
answer contain with levels of agreement such as ‘strongly agree’, ‘agree’, ‘neutral’, ‘disagree’, and ‘strongly disagree’.


⬛ 4.0 FINDINGS AND ANALYSIS






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4.1 DATA ANALYSIS
The quantitative data obtained from the conduction of online survey had been analyzed through the application of Social Sciences
Statistical Package (SPSS). Three-fold of analysis were involved to accomplish the success of this research study. It has started with
descriptive statistics in which frequencies analysis was performed. It was used to measure the demographic information provided by the
respondents and the results will reflect the variable identification or means. It helps to give a table summary and understand the descriptive
analysis background and the data distribution. The data analysis was performed in two phases, of which the examination of model measuring
is at the first phase and the construction of a complete structural equation model is carried out at the second phase. (Dhiman, 2019).
The first phase of the analysis is carrying out the normality test and reliability test. Data normality was measured based on skewness
(the approval range ±2) and kurtosis (the approval range ±7), (Hair, 2010). Cronbach’s Alpha was assesed the reliability of likert scale of item
dimension. The cronbach’s alpha that represents internal consistency are acceptable with ≥.7 and preferable ≥.8 as implied excellent internal
consistency (DeVellis, 2012). The second phase of the analysis is followed by Multiple Linear Regression. The assess of p-value is to evaluate
the relationship between independent variables and the dependent variable. The result of the regression that relies on the size of the coefficeint
that identifies the highest factors that influence the dependent variable. When the p-value is ≤.5, the multiple linear regression is significant
(Lee, 2018). Table 4.1 shows the statistical techniques used in this research study.

Table 4.1: Statistical Techniques

Research Objective Variable Type Statistical Measure
Independent Variable Dependent Variable

To evaluate the relationships
Sales Promotion, Social Media Brand Awareness Multiple Linear Regression
of sales promotion, social media
Marketing, Search Engine
marketing and search engine
Optimization
optimization with the brand
awareness towards
Bundle4home online platform.


To identify the most
Sales Promotion, Social Media Brand Awareness Multiple Linear Regression
significant factor that strengthen
Marketing, Search Engine
the brand awareness towards
Optimization
Bundle4home online platform.

To measure whether digital
Sales Promotion, Social Media Brand Awareness Descriptive analysis,
marketing will significantly
Marketing, Search Engine Independent Sample T-test
impact the brand awareness
Optimization
towards Bundle4home online
platform.




4.2 RESPONDENTS BACKGROUND





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Table 4.2 shows the demographic frequencies analysis of 127 respondents which consists of gender, age, ethnicity, occupation
status and monthly income level. The data shows the profile of respondents that illustrate female (75.6%) respondents is higher than
male (24.4%) respondents. The majority of the finding’s age group are 36 - 45 years old (35.4%) respectively followed by 26 -35 years
old (26.8%), 46 years old and above (25.2%) and 18 - 25 years old (12.6%). Moreover the data collection visualizes the three biggest
number of ethnicity group is Malay (55.1%), Indian (22.8%) and Chinese (15%). Besides, most of the respondents are employed(48%)
and the highest monthly income level of RM 1 001 - RM 3 000 with (37.8%) respondents.

Table 4.2: Demographic Frequencies Analysis

Demographic Profiles Characteristics Frequencies Percentage (%)
Gender Male 31 24.4
Female 96 75.6
Age 18 - 25 years old 16 12.6
26 - 35 years old 34 26.8
36 - 45 years old 45 35.4
46 years old and above 32 25.2
Ethnicity Malay 70 55.1
Chinese 19 15.0
Indian 29 22.8
Others 9 7.1

Occupation Status Student 12 9.4
Self-Employed 20 15.7
Employed 61 48.0
Unemployed 21 16.5
Retired 13 10.2
Monthly Income Below RM1 000 25 19.7
RM1 001 - RM3 000 48 37.8
RM3 001 - RM5 000 33 26.0
RM5 001 - RM7 000 12 9.4
RM 7 001 and above 9 7.1


4.3 SCALE MEASUREMENT


4.3.1 NORMALITY TEST
Normality test is an assess of data into Skewness and Kurtosis that use to determine whether a sample of data is a standard
normal distribution or failed to be proven as normal. The approval range of normal distribution is as followed (Hair, 2010) which
are skewness (the approval range ±2) and kurtosis (the approval range ±7). Table 4.3 shows the normality test of this research.
Table 4.3: Normality Test
Construct Variables Skewness Kurtosis




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Value SE Value SE
Brand Awareness DV .649 .215 -.656 .427

Sales Promotion IV1 -.881 .215 .658 .427
Social Media Marketing IV2 .431 .215 .604 .427
Search Engine Optimization IV3 -1.085 .215 -1.817 .427
Based on table 4.5, the results of the normality test for all the variables are normally distributed. The Skewness and Kurtosis
values are considered acceptable as all values fall into the ideal range between -2 to +2 for skewness and -7 to +7 for kurtosis. 4.3.2

4.3.2 RELIABILITY TEST
Reliability test is an analysis to ensure the consistency of the test scores across the different type measurement. The
coefficient of Cronbach’s Alpha is used to assess the reliability of every variables with the validation of value above 0.7 is

considered as acceptable, however, the value above .8 is most preferable (DeVillis, 2012).
Table 4.4: Reliability Test

Construct Items Number of Items Cronbach’s Alpha Relationship

I am aware of this brand.

When I am thinking about household
Brand
secondhand goods, this brand will come
Awarenes 5 .811 Very good
to my list of
s
This is my first time to hear about the brand.

Yoo (2000); I know and recognized on the brand's

Netemeyer appearance.

(2004) I can recognize this brand among other

competing brand of secondhand

household goods.
The most intensive advertised business will

influence the awareness towards the 5 .806 Very good
Sales
brand.
Promotio
The frequency of an advertisement appeared
n
will influence the awareness towards the
brand.

Yoo (2000) A creative advertisement of the business will
influence the awareness towards the
brand.

Offering price discount will influence the
awareness towards the brand.

Offering free-gift upon the purchase will
influence the awareness towards the
brand.


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Social Media The business's postings that appear on the
Marketin social media page describe functions of
g the featured brand and product will
influence the awareness towards the

brand. 6 .865 Excellent
The business's postings that appear on the

social media page create positive
Yang, Chai,
emotions on the featured brand and
Zhou and
products will influence the awareness
Zhou(2005)
towards the brand.

An up-to-date information contains in the
business social media page will effect the

acknowledgement of the brand.

The higher awareness towards the brand will
increase my willingness to click the

product featured in the business social
media.

The higher awareness towards the brand, the

more likely I would pass the postings to
Search Engine my friends on social media.
Optimiza
I am more aware of one brand if it appears in
my search engine result.

tion I always click on the first search result after 4 .814 Very good

my browsing inquiries.
Khraim, I am aware of the brand by viewing it on the
(2015) top search engine result.

I always click directory link from the brand
social media pages.


Table 4.4 illustrates the result of the reliability test with the range of the value from 0.08 and above. It is considered as reliable and
relevant to use to conduct further analysis. Thus, the measure on the evaluation of question is indicating as accurate.

4.4 INDEPENDENT SAMPLE T-TEST
An independent samples t-test is applied in assessing the mean comparison between two or more continuous variables on the
two different group or respondents (Pallant, 2016). The research will analyze two independent variable of pre-survey and post-survey
with the dependent variable of Brand Awareness. The t-test will indicate if p-value is <0.05 will consider the variable to be significant.

Table 4.6: Independent t-Test for Pre and Post Survey




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Sample Group Result

T-test Sig. (2-tailed) .000 (p<.05)
Means Pre-survey 3.293
Post-survey 4.380



The result shown in Table 4.6 Independent t-test for pre and post survey indicates the sig(2-tailed) of 0.000 which is p<0.05,
hence the variables are significant. The significant different between two groups were proved to be shown, with values Pre-aurvey
(3.293) and Post-survey (4.380). Thus, the research explain that the intervention of digital marketing elements will influence Brand
Awareness.


4.5 MULTIPLE LINEAR REGRESSION
The implementation of multiple linear regression is to evaluate the direct relationship between independent and dependent
variables. The variable must be within the interval range to show the significant relationship towards independent variable and dependent
variable. The rules of thumb is the significant values must be less than 0.05 to indicate the positive result. Additionally, the determination
of the most significant relationship had to be followed on the highest standardized coefficient beta,β (ignoring any negative signs out of
the front)
Table 4.6: Multiple Linear Regression - Coefficient

Standardized t Sig. Result
Model
Coefficient
Beta
(Constant) 6.356 .000



Sales Promotion -.288 -3.405 .001 Accept
Social Media Marketing .217 2.629 .010 Accept
Search Engine Optimization -.119 -1.404 .163 Reject


According to Table 4.6, only two independent variables have shown the significant relationship towards dependent variable due to
p.value is less than 0.05, which are calculated Sales Promotion (0.001) and Social Media Marketing (0.010). On the other hand, Search Engine
Optimization has shown the significant value of 0.163, p.value>0.05, will signify no significant relationship towards dependent variable. The
standardize coefficient beta indicates Sales Promotion (β= -0.288) and Social Media Marketing (β=0.217). Therefore, the most significant
that strengthen Brand Awareness of online secondhand market is Sales Promotion.

⬛ 5.0 DISCUSSION AND CONCLUSION


5.1 RESEARCH OBJECTIVES DISCUSSION

RO1: To evaluate the relationships of sales promotion, social media marketing and search engine optimization with the brand
awareness towards Bundle4home’s online platform.





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The analysis of multiple linear regression was evaluated the relationship between independent variables which are sales promotion, social
media marketing and search engine optimization towards dependent, continuous variable, brand awareness of Bundle4home’s online
platform. The analysis finding has indicated that Search Engine Optimization was not supported the relationship towards Brand Awareness,
Since the significant value is higher than 0.05, the result (Sig.= 0.163) has shown no significant relationship between the variables . On the
other hand, two variables were proven to support the relationship in influencing Brand Awareness. The variables are Sales Promotion and
Social Media Marketing with following outcome by Sales Promotion (β= -0.288, t=-3.405, Sig.=0.001) and Social Media Marketing β=0.217,
t=2.629, Sig.=0.010). Thus, it can be concluded that the factors that influence brand awareness of Bundle4home’s online platform are Sales
Promotion and Social Media Marketing.
RO2: To identify the most significant factor that strengthen the brand awareness towards Bundle4home’s online platform.
The highest Standardized Coefficient Beta is presenting the most significant factor that strengthen brand awareness towards Bundle4home’s
online platform. Two independent variables of Sales Promotion and Social Media Marketing were verified to influence continuous, dependent
variable of the research study. However, the earlier analysis identifies Sales promotion is responded to the highest coefficient of Beta (β= -
0.288, t= -3.405)) and Social Media Marketing (β= 0.217, t= 2.629). Hence, the objective of the marketing research is accomplished to the
extent of identifying Sales Promotion as the highest significant factors to enhance Bundle4home’s brand awareness.

RO3: To measure whether the elements of digital marketing will significantly impact the brand awareness towards
Bundle4home online platform.
An Independent Sample T-Test was conducted to analyze whether the propose intervention of implementation the elements of digital
marketing give the impact on the brand awareness of Bundle4home’s online platform or not. It has been measured based on the pre and post
survey finding towards continuous, dependent variable. The analysis indicates the result of (Sig. (2-tailed)= 0.000) as to be considered the
elements of digital marketing has positive influence to Brand Awareness. The means between two different groups, pre-survey and post-
survey were designated a significant different which the mean of post-survey is higher than mean of pre-survey study. Thereupon, the research
was concluded the elements of digital marketing will give the positive impact to the brand awareness of the business.

5.2 HYPOTHESES DISCUSSION

H1: To determine sales promotion has significant positive affect to strengthen brand awareness of Bundle4home’s online
market.
The result shown H1 is accepted due to the approval of a positive relationship between sales promotion and brand awarenss of Bundle4home’s
online platform. The finding are as the following value (β= -0.288, t= -3.405, Sig.= 0.001). The findings is parallel with the previous reserach
study by Hanaysha (2018) proved that sales promotion increases the brand awareness of the online market platform. Thus, it creates
higher purchase intention and drives the massive business revenues and so forth the good presents on the brand engagement then results on
the major controls of competitive advantage. Hence, H1 is supported.

H2: To determine social media marketing has significant positive affect to strengthen brand awareness of Bundle4home’s
online market.
The findings confirmed that H2 is approved and positive influenced towards the brand awareness in Bundle4home’s online market platform.
Through the finding, (β= 0.217, t= -2.629, Sig.= 0.010), it indicates that social media marketing strategy has become online word of mouth
to spread the brand awareness among the targeted customers. The result is aligned with the past research conducted by Hanaysha






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(2018). Marketing activities in social media timeline is growing as the new trend of life. The brand building become domination rapidly
across online community. Therefore, H2 is supported.

H3: Search engine optimization has significant positive affect to strengthen brand awareness of Bundle4home’s online market. The
analysis remarkably shows that H3 is rejected where search engine optimization does not have a positive relationship towards the brand
awareness of Bundle4home’s online market. Consequently, the finding shown (β= -0.119, t= -1.404, Sig.= 0.163) specify that search engine
optimization does not influence the relationship between the brand awareness of secondhand market online platform. The result has shown
the indication which search engine optimization were not effected the samples group’s perception and knowledge towards enhancing online
business’s brand awareness. Thus, H3 is not supported.




5.3 LIMITATION AND RECOMMENDATION OF THE RESEARCH
The research has been conducted with some inevitable circumstances. Firstly, the research was constrained by time limitation. Data
collection was restricted to less than three months of allocation through the implementation of online survey. Nonetheless, the independent
variables impacting the brand awareness of online secondhand market are possibly differ over time. Secondly, the structure of online
questionnaire survey is according with standardization set of question with fix extend of answers, specifically as closed-ended questions. Data
reliability and precision are fulfilled by respondents’ understandings. Last but not least, the data collection was gather the respond from 127
participants. Thus, the numbers of respondents does not attained the whole targeted population. Many of the potential customers were not
reachable at this given time. The higher the number of participation will contribute the higher validity on the research study. Subsequently,
the generalizability of the results is limited for the mentioned grounds.
The recommendation that reflects the limitation that occur in this research are constructed. The future improvement on the upcoming
execution of research study can be achieved by the enforcement of longitudinal approach. The long term pros effect will be evaluated since
Lee (2018) convinced that the approach is more convenient in the expanded period of data collection, wherefore the variables will clearly
inspect. Moreover, the enhancement of online questionnaire survey quality can be applied throughout the next research. On that account, it
will satisfy the clarity and reliability of every items in the survey, then more successful outcome will be achieved in the final resorts. On the
other hand, the future research can improve its sample size in to the larger group. Ergo, the results will contribute in overall population that
indicates the focus to construct the better solution towards gaining an excellent business performance.

5.4 CONCLUSION
The study had evaluated the factors that influence brand awareness of Bundle4home’s online business, besides, identifying the most
critical factors that strengthen the business’s brand awareness in online market. The outcome of this study was contribute as the determinant
to understand and specify the customer’s preference. The proposed intervention of this study have shown positive influence towards the
encouragement of brand awareness.














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92

FYP PRESENTATION

AHIBS UTM SKUDAI JANUARY 2022



INCREASING HOTELS’ WEBSITE FINDABILITY ON THE WEB WITH SEARCH
ENGINE OPTIMIZATION


ANNISA JIFANNI JIMMY LUKBAR, ASSOC. 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



1.0 INTRODUCTION
The internet has become an important part of our everyday lives since it provides us with a worldwide source of information and
is widely used in e-commerce and social networking. Many people take advantage of internet to shop, bank, play games, learn, shop online,
and socialize. Furthermore, with Wireless Fidelity (Wi-Fi) available all over the world, the internet can be conveniently accessed via
smartphones and handhelds at any time and from any location. With the internet affecting business development more and more, every
company must use the Internet as the primary promotional channel for digital marketing.
According to Prater (2021), Google processes around 63,000 search queries per day, for a total of 5.6 billion searches each day.
These figures demonstrate that a large number of individuals use search engines to find the information they require daily. Aside from being
a source of information, search engines make life simpler for individuals since they don't have to memorize the entire address of a website
because they just need to search for a portion of it to obtain the desired results. By searching for several keywords, search engines will attempt
to match them with relevant information and provide the best results to users (Zhang, Zuo, Liu, 2008). According to Google (2012), 83% of
leisure travelers and 76% of business travelers prefer to access information resources over the internet. Many hotels have established websites
to provide consumers with all the information they want in response to the rising demand for Internet services (Zafiropoulos and Vrana,
2006).
According to Taylor (2019), the hospitality industry has long been one of the most dynamic, with independent hotels and affiliated
hotels dealing with OTAs (online travel aggregators) and cost comparison travel websites. Since then, Google as a search engine has since
expanded its market presence, with significant adjustments to the way hotels appear in results during the previous period: Hotel reservations
are now included in Google's search results. According to Taylor (2019), Google local search Rates hotels depending on Geography; Google
Remodels the hotel search interface on desktop; and new search capabilities and custom information result sections, such as Google hotels.
Search engine companies, such on Google, make lots of money exclusively on internet ads. Many of these businesses will pay them to have
their advertising pop up at the highest rank of SERP so that website visitors can easily identify the websites. Through this context, many
hotel decision-makers continue to invest huge sums of money in adopting and developing e-marketing websites. Despite the numerous
benefits of establishing an online presence, prior research has revealed that not all websites are successful in turning visitors into customers
since not all hotels can optimize their websites.







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1.1 BACKGROUND OF THE PROBLEM
Search engines are recognized as a platform for promoting and advertising a website or company via the internet (Berman, Ron,
and Zsolt Katona., 2013). A search engine that collects information based on a website index and keywords from a website (Genaro, Susan,
2015). These keywords serve as a summary of a website's content. These keywords will be stored in the search engine software's database.
Users can obtain hundreds of results from a single keyword search. Users, on the other hand, often use just the results on pages 1 and 2. So,
web developers should seriously consider these SEO strategies to take advantage of these benefits and compete with other competitors. This
critical local SEO strategy should be implemented by hotels that wish to stand out from the competition and generate more rankings, visitors,
and reservations (Taylor, 2019). Aside from the importance and potential of SEO techniques to increase website rankings on the SERPs,
which have been established in the literature, limited study has been conducted to investigate in depth how the presence of SEO techniques
in every multiple hotel website in South Sumatra is in the SERP. Understanding how SEO works in favor of a hotel website is essential for
its improvement. As a result, the purpose of this research is to look at several hotel websites in the province of South Sumatra and their
performance.

1.2 RESEARCH QUESTIONS
Does the number of (a) number of Internal Links; (b) number of External Links; (c) number of Google Indexed Page & (d) Total
daily page view have positive relationship with hotel website findability?

1.3 RESEARCH OBJECTIVES
To test the relationship between hotel website findability and the (a) number of Internal Links; (b) number of External Links; (c)
number of Google Indexed Page & (d) Total daily page view.


2.0 LITERATURE REVIEW

2.1 SEARCH ENGINE

2.1.1 DEFINITION OF SEARCH ENGINE
A search engine is a computer program that collects information from a website index and keywords (Genaro, Susan, 2015). Search
engines are meant to assist users in finding content stored on a website by utilizing keywords that are a summary of the website, and those
keywords are then stored in the search engine software's database. As a result, searching for a single keyword might get hundreds of results.
And, on the Search Engine Result Page, the search results will be ranked based on a quality website (SERP). In theory, search engines,
according to Ledford (2007), may be separate into two parts: back-end and front-end.
- Back-end is a software program that gathers content across multiple sites via the usage of programs. The data gathered generally
consists of keywords or phrases that are probable indications of what is included on the web page as a whole, the URL of the
page, the code that makes up the page, and connections into and out of the page. This data is then indexed and keep in database.
- Front-end, the program has an UI where users may put a keyword to try to discover particular information or content. When a
someone hits a search button, an algorithm analyses the data in the back-end database and extracts links to websites that will pop
up to match the search phrase the user-provided.

2.1.2 THE OPERATION OF SEARCH ENGINE

2.1.2.1 CRAWLING
A web-based search engine operates by storing the information from several websites, which it then retrieves. A web crawler, often
known as a crawler or a spider, retrieves these pages by following each link on the website (Sambana, 2016). Crawling the web is the
beginning stage in this operation. The search engines begin with a seed collection of known good quality websites and then explore the links
on each page of the website to identify new website pages. The Web's link structure connects all the sites that become accessible as an
outcome of someone connecting to them. Search engines' automated robots, known as crawlers and spiders, can access the many billions of
interconnected pages via connections. The search engine will then load those additional pages and evaluate the information on those pages
as well. This step is repeated indefinitely until the crawling process is completed. Because the web is a big and complicated area, this process
is immensely difficult. Each day, search engines do not attempt to crawl the whole website. Crawlers may become aware of pages that they
choose not to crawl since they are unlikely to be found in a search result (Enge, 2015).

2.1.2.2 SEARCH INDEX
The next point in this operation is to create a term index. This is a huge database that records all of the significant keywords on
each page scanned by the Crawler. A lot of additional information is also stored, such as a map of all the pages that each page is linked to,
the clickable text of all links (known as anchor text), whether those links are considered advertisements, and so on. To handle the huge effort
of storing information on lot of pages that may be accessed in a fraction of a second, search engines have built big data centers (Enge, 2015).

2.1.2.3 RETRIEVAL AND RANKING
The next stage in this operation happens when the search engine delivers a list of relevant Web sites in the order that it feels is
most likely to fulfill the user. This method needs search engines to comb their collection of trillions of documents and accomplish two things:
first, return only the data that is relevant to the searcher's query; and second, arrange the results in descending order of perceived importance

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(considering the trust and authority associated with the site). The method of SEO is intended to affect both relevance and importance (Enge,
2015).
- Relevance is the level to which the information of the pages returned in a search correlate to the user's query intent and
keywords. A document's relevance rises if it contains phrases related to the keyword searched for by the user, or if connections to
the page originate from relevant pages and utilize relevant anchor text.
- Importance refers to the relative importance of a specific document that fits the user's query, as assessed by citation (the act of
one work citing another, as is common in academic and corporate publications). The relevance of a document grows with each
subsequent document that refers to it. Citations in today's internet world might take the shape of links to the document or
mentions to it on social media platforms. Citation analysis is the process of determining how to weigh these signals

2.1.3 MARKET SHARE OF SEARCH ENGINE
According to StatCounter Global Stats for Search Engine Market Share Worldwide in 2020, the overall market size of some of the
top search engine providers in 2020 is illustrated. According to the chart data, Google surpasses its rivals by contributing for 92.08 % of the
search engine market share, leaving three big internet businesses far behind: Bing (2.7 %), Yahoo! (1.63 %), and Baidu (1.63 %). (1.16 %).
Despite being the leading search engine in the worldwide market, Google has had to cede the top spot in several places to other search
engines. For example, Baidu is the most popular search engine in China, Naver is the most popular search engine in Korea, and Yandex is
the most popular search engine in Russia.

2.2 SEARCH ENGINE OPTIMIZATION

2.2.1 DEFINITION OF SEARCH ENGINE OPTIMIZATION
A search engine is a virtual marketplace for potential buyers and sellers (Yalçn, Nursel, and Utku Köse, 2010). 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. The main vision of SEO is to get a website to the top of search results (organic results). When a business creates a website,
the main objective is to generate more visitor traffic that can be converted into potential customers through targeted search engines. Moreover,
it is critical to highlight that the ultimate goal of SEO is to help the target company's website appear in the first five result lists because,
according to Petrescu (2014) on Google organic click-through rate in 2014, 67 percent of all clicks are included in the top five results and
users are less likely to navigate beyond the third search results or clearly define their keyword search. As a result, improving the hotel website
will be extremely beneficial in obtaining a better hotel business. It is a method of obtaining websites to appear in search engine results, and
it is based on keywords and the frequency of websites appearing in search engine listings (Shaik, 2017). However, SEO is a long-term
technique that must be maintained throughout the lifecycle of a website. Because SEO takes a long time — weeks or even months, depending
on the plan. If competitors do something a little better, our website may be pushed off the top of the SERPs (Baker, 2021). As a result, SEO
techniques/strategies are regarded as some of the most important tactics and ethical measures to take while developing a website (Ledford,
2007). SEO methods enable companies to inform targeted search engines about their websites, providing businesses with a wonderful way
to obtain targeted users/customers to come to the site through search results that have been targeted by search engines.

2.2.2. TECHNIQUE OF SEARCH ENGINE OPTIMIZATION FOR HOTEL WEBSITE
To optimize a hotel website’s content and structure, localized SEO is tactics and strategy that hotels can use to achieve its goals
(Taylor, 2019). Local SEO is a type of SEO method that helps businesses appear more prominently in Google's local search results.

- Optimize Website’s Content & Structure; Keyword research is a good starting point when enhancing a website's structure and
content. To improve local content. Content may include topics pertaining to local knowledge in the hotel's geographic location.
Optimizing title & description meta tags is an essential approach since It is doubtful that many individuals will look for a hotel
brands without optimizing the title & description meta tags. According to Taylor (2019), there is a significant association that
title tags continue to play a key role in deciding how high Google ranks live content for hotel websites. The title tag is restricted
by pixel width (which is simpler to assess in terms of characters).
- Optimize User Journey & Booking Process in Website; The user experience and booking procedures on the website should be
optimized subsequently. It is important to make the CTA (call to action) obvious. However, there are still many websites that
have the contact information in the footer and no clear CTA (call to action) on the main homepage. Additionally, Contact Forms
and Payment Gateways have indeed been optimized. It's also critical to maintain the ordering procedure and forms as simple as
possible in terms of pages and clicks. In addition, the hotel should ensure that the page loads quickly.

2.2.3 IMPORTANCE OF SEARCH ENGINE OPTIMIZATION FOR BUSINESS
The Internet is one of the most competitive marketplaces for any organization, particularly in the hotel sector, and SEO may be
profitable if they know how to properly leverage its potential. Furthermore, SEO, being a highly practical and cost-effective marketing
strategy that can assist businesses in attracting more visitors and qualified consumers, has become a critical requirement for every small,
medium, and giant organization. According to a Marketing Chart graph from April 2013 (Marketing Chart, 2013), SEO was evaluated as
“very good” (32%) and “good” (43%) in terms of ROI (return on investment). Besides that, SEO outperforms other conventional offline
marketing mediums such as television, radio, and newspapers in terms of ROI. Because SEO is inbound marketing, instead of approach
customer to gain the attention, companies get their awareness by providing them with relevant content and an engaging user experience.
when they look for a product or service offered by that company. Furthermore, the SEO process seeks to capture the user's mindshare in
order to assist businesses in guiding clients through the various phases of the purchasing channel.

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2.3 TOURISM

2.3.1 DEFINITION OF TOURISM
Tourism is a temporary travel taken from one location to another with the goal of not performing business or making a livelihood
in the areas visited, but only to enjoy the trip for sightseeing and amusement or other various desire tourism. Tourism is one sectors that has
a significant influence on regional economic growth and has grown into an international and worldwide industry that improves country's
income. While enabling social development and enhancing the nation's cultural identity outside the nation (Othman & Rosli, 2011; Seetanah,
2011; Hassan, et.al, 2013). The tourism industry encompasses many industries like as hotels and restaurants, travel providers, and tourist
regions that provide social development and promote the nation's cultural image overseas. Tourism is often seen as a leisure activity that
encourages people to go to certain locations for the purpose of recreation with the idea of returning home. Tourism, as a global industry,
comprises of a variety of activities, services, and attractions that may be enjoyed by anybody who takes the trip (McIntosh, et.al, 1995).
Tourism, on the other hand, has been recognized as a method of developing a good national identity to improve a country's global recognition,
with the assumption that this identity development will lead in foreign income and infrastructure development. Tourism, according to Palmer
(1999), can help to foster a feeling of national identity. For example, a country's history or tradition can be conveyed through tourism, so
strengthening national identity. Tourism must be marketed to provide prospective customers with a good source of information about their
trip. In this digital era, more emphasis has been paid to tourist development through such measures, which have been used by most nations
across the world, encouraging the required evaluation of the tourism sector (Thurlow and Adam, 2010).

2.3.2 Impact of Information Technology on Tourism
In this digital era, searching for a holiday destination has become easier than ever before. People may now share their ideas,
opinions, and creations on the Internet because of technological advancements. The tremendous technology breakthroughs of recent years
not only have used to have a major effect on the world and people's daily lives (Crouch and Desforges, 2003), and they've also revolutionized
the ways many industries, including tourism (Buhalis, 2003; Middleton et al., 2009). As one of the emerging sectors, the travel and tourism
industry has always been at the top of its game (Sheldon, 1997), capitalizing on the interconnections across technologies and tourist activities
(Buhalis and Law, 2008). With increased interest in Digital marketing, efficient use of a company's website is becoming a key aspect of its
success. Evaluation a variety of other digital marketing have been pushed travelers all over the world to utilize technology to plan their
vacations. Whereas passengers may simply find information, compare prices, and make bookings if they have access to the internet. To
capitalize on these benefits, numerous tourism groups revamped and rebuilt there. As a result, today's visitor utilizes the internet as a search
tool to find possible tourist sites, activities, and services. One of the primary variables influencing repeat visitors is the content of a website.
To increase the likelihood that visitors would return to the site, interactive designs, in addition to providing information, play a key role by
allowing tourism organizations to discover customers' preferences and promote their engagement. Indirectly identify visitor preferences and,
as a result, engage with them personally and give individualized services. The way a website shows information, graphics, and photographs
effects how these messages are interpreted by the "viewer" in a variety of ways.

2.4 Digital Marketing

2.4.1 Definition of Digital Marketing
The use of Internet-based technology to inform and promote certain goods and services to people is known as digital marketing
(Pelsmacker, Tilburg, & Holthof, 2018). In other words, in many product categories, digital marketing is connected to consumer purchasing
behavior and commercial effects. A marketing plan is often necessary for online merchants to enhance sales by capitalizing on consumer
value uncertainty in order to advertise all product categories online (Wu et al., 2018). As a result, digital marketing is a big platform with the
potential to reach a significant number of individuals (Petit et al., 2019). Recently, some business organizations have offered clients digital
marketing services prior to the debut of a new product on the market (Wu et al., 2018). Furthermore, it has been demonstrated in recent times
that the extensively utilized marketing technique by online companies resulted in profits for a number of commercial companies (Wu et al.,
2018). This trend will continue to grow as digital networks becomes the most popular phenomenon on the world.

2.4.2 Digital Marketing in the Hotel Industry
Digital marketing has transformed the hotel business and offered up new channels of communication with an increasing number
of Internet users. Today, digital platforms account for more than half of the media we consume. The capacity of a corporation to reach
customers changes as their media consumption habits change. The point of contact is a valuable tool that allows the organization to create
connections with customers throughout the purchasing process, such as advertising, pre-sale, payment, and post-sale (Ferrone, 2019). The
optimization of the customer experience may be achieved via the synergistic management of the many touchpoints and contact channels
between firms and consumers. Furthermore, reaching out to customers via digital networks has significant advantages over traditional
marketing methods. First, the company's capacity to target consumers with similar qualities has substantially enhanced; for example, an
ecommerce website may choose to advertise exclusively to people who have visited its online store. The second significant advantage of
digital marketing is the ability to assess results online. Individual customers may, in fact, be tracked throughout time and even between
devices. Understanding data with the goal of maintaining the business's future is the key to creating a competitive edge and higher customer
value now. Furthermore, it is modest in cost and works well in advertising materials. Improving hotel websites frequently leads to improved
hotel business performance. It is critical to have a digital marketing plan to enhance order and turnover structure.




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2.5 RESEARCH FRAMEWORK MODEL AND HYPOTHESIS

















Figure 1: Research Framework

Based on the research's goals, a conceptual framework was provided. The figure presented the research's framework. Website
Characteristics includes Internal Link, External Link, Total Daily Page Views, and Google Indexed Pages as dependent variable with website
findability based on Global Traffic Rank as independent variable. This research was to test the relationship between website findability based
on Global Traffic Rank and the (a) number of Internal links; (b) number of External Links; (c) number of Google Indexed Page & (d) Total
daily page view.

H1: There is a positive correlation between website findability with number of Internal Link on a website
H2: There is a positive correlation between website findability with number of External Link on a website
H3: There is a positive correlation between website findability with number of Google Indexed Page on a website
H4: There is a positive correlation between website findability with number of Total Daily Page View on a website


3.0 RESEARCH METHODOLOGY

3.1 RESEARCH DESIGN
A research design is a methodical strategy and framework for carrying out research (Malhotra, 2009). The research design provides
guidance, describing precise methods and methodologies for gathering important data to answer research questions. This study aims to test
the relationship between website findability based on Global Traffic Rank and the (a) number of External links; (b) number of Internal Links;
(c) number of Google Indexed Page & (d) Total daily page view on a website.
Since the goal of this study is to test hypotheses and analyze the correlation between dependent and independent variables, it is
categorized as conclusive research using a descriptive research design. Dependent variables refer to the (a) number of External links; (b)
number of Internal Links; (c) number of Google Indexed Page & (d) Total daily page view and independent refer to website findability based
on Global Traffic Rank. Furthermore, this descriptive research is a cross-sectional design that incorporates data collecting only one sample
is drawn at a time, and the researcher is familiar with the difficulties to be solved.
The workflow of this study began with some discussion on the research issue. The second stage is to determine the study aims of
the research for the subject of study. Following that, the researcher would define the research's area, importance, and definition of key terms.
Secondary data, including journal and article papers from the online platform and the UTM repository, are used to support this study in the
third step to create the literature review, framework of the study, and hypothesis. The next step is to define the research problem statement.
Following that, a study of the research designs, population and sample, sampling techniques, procedure of data collection, research
instruments, and data analysis was conducted to ensure that this study could be completed. Moreover, this study will be using content analysis
as a method for data collection, and the data will be analyzed and interpreted either manually using web analytical tools. Also, the study will
proceed to analyze and describe the research outcome, make recommendations, and draw conclusions. Finally, a comprehensive final report
is generated.

3.2 POPULATION AND SAMPLING
According to Lodico et al. (2006), the population can be defined as the broader group to whom the researchers want to generalize
their findings. This signifies that a sample will be selected from the entire population. The population for this study was made up of all 263
hotels in Province Bali, Indonesia. The hotels website was chosen based on criteria such as the hotels have official websites that able to be
analyzed by web analytic tools. This study focuses on 132 hotels that have official website pages and able to be evaluate on web analytical
tools, such as alexa.com, seoquake.com, websiteoutlook.com.

3.5 RESEARCH INSTRUMENT
Because they are used to gather data for analysis, research instruments play a significant role in study design. In this work, content
analysis was used as a research instrument. The term "content analysis" refers to a research approach that is based on the actual subject and
fundamental features of medium. To examine the application of key SEO techniques in increasing the findability of hotel website through

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search engines based on the correlation between website findability based on Google traffic rank with website characteristics based on the
number of Internal Link, External Link, Google Indexed Pages, and Total Daily Page Views on a website. This research uses content analysis
which is a method for collecting and analyzing website content
According to Onaifo and Rasmussen (2013), the content analysis approach on the web will be utilized in four steps to support this
study. In the first step, the aims and objectives of the research are conducted. In this study, the objective of content analysis is to evaluate
correlation website findability based on Google traffic rank with website characteristics based on the number of Internal Link, External Link,
Google Indexed Pages, and Total Daily Page Views. The second stage is to select the sample to be used in this study, which a hotel that have
official website that able to analyze on web analytical tools. In the third stage, data is collected from web analytical tools, such as alexa.com,
seoquake.com, websiteoutlook.com. In the fourth step, the collected data will analyze and evaluate by the researcher.


4.0 DATA ANALYSIS

4.1 PROFILE OF VARIABLE
Table 4.1 presented the frequency, percentage of all the variables in this research; includes Hotel’s website, number of Global
Traffic Rank, Internal Link, External Link, Total Daily Page Views, and Google Indexed Pages. From 263 Hotel in Province Bali, Indonesia
that are surveyed, only 203 hotels that have official websites. For the global traffic rank, there is (53.23%) valid to be analyzed. In terms of
website reputation on Internal link, there is (75.7%) valid to be analyzed, while the external link is only (74.14%). Next, the google indexed
pages have (74.14%) that able to be analyzed. And then there is (53.99%) websites can be analyzed from the website analytic tools. In
conclusion, there is 132 hotels’ websites that can be analyzed.

Profile of Variable Frequency Percentage (%) Valid Not Valid
Hotel Website 203 77.19 203 60
Global Traffic Rank 140 53.23 140 123
Internal Link 199 75.7 199 64
External Link 195 74.14 195 68
Google Indexed Pages 195 74.14 195 68
Total Daily Page Views 142 53.99 142 121
Valid Hotels Websites = 132 websites

Table 4.1: Profile of Hotels’ Websites


4.2 DESCRIPTIVE ANALYSIS


















Table 4.2: Descriptive Analysis

The metrics of descriptive statistic and variation of the variables in the population evaluated throughout this research are shown in
Table 4.2. Some of the hotels' global traffic rankings were weak, shown by their top ranks. A few of the websites were scored quite well,
while the majority of the websites were ranked low. For instance, the highest-ranking hotel website was placed 524th worldwide, while the
websites were ranked 3,134,074th worldwide on average. The statistics for the global traffic ranking is similarly very variable, with a standard
deviation of 3,028,879. With the exception of some websites, the hotels' websites obtained a really poor reputation rating. The websites get
an average of 83 internal links. The statistics for reputation score similarly reveal a substantial diversity on a standard deviation of 128, with
a website having 1450 internal links and the lowest having 4. On the other hand, hotel websites get a poor reputation since the average
number of external links obtained by a website is 21, with a standard deviation of 16. The most external links are 96, while the lowest are 1.
Table 4.2 provides descriptive statistics regarding the number of hotel websites that Google has indexed. Google indexes an average of
18,849 pages for each hotel website. On the other hand, the lowest number of hotel pages indexed by Google is 1,000, and the largest number

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of hotel websites indexed by Google is 168. The standard deviation result of 42,702 indicates the amount of variation inside the data. The
hotel websites attract an average of 75,286 visits each day. Some hotel websites get as few as 32 visitors per day, while the biggest daily
page view is 914,380. The standard deviation of 236,154 also indicates significant variation in the number of pageviews.

4.2 PEARSON MOMENT CORRELATION

H1: There is a positive correlation between website findability with number of Internal Link on a website
















Table 4.3 Pearson Correlation on Global Traffic Rank with Internal Link

Tables 4.3 presents the findings of the relationship tests for the above hypothesis. The Pearson moment correlation test findings
indicate the connection of global traffic rank with internal link. Internal links are used to evaluate the reputation of a website. The results
indicate that there is a significant correlation among a hotel website's global traffic rank and internal link (r = -0.194, p = 0.026).

H2: There is a positive correlation between website findability with number of External Link on a website















Table 4.4 Pearson Correlation on Global Traffic Rank with External Link

The Pearson moment correlation test findings for the connection among global traffic rank with external link are shown in Tables
4.4. External links are also utilized to assess the reputation of a website. Because the global ranking employed in this study is based on
Alexa.com, it was vital to evaluate how far a site's reputation influences the rank it obtains from Alexa. The findings demonstrate that there
is a significant correlation among a hotel website's global traffic rank and an external link (r = -0.408, p = 0.001).

H3: There is a positive correlation between website findability with number of Google Indexed Page on a website

















Table 4.5 Pearson Correlation on Global Traffic Rank with Google Indexed Page
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The outcomes of the relationship analyses of global traffic rank with Google indexed pages are shown in Tables 4.5. The findings
demonstrate that there is a significant correlation among a hotel website's global traffic rank with Google indexed pages (r = -0.443, p =
0.001).

H4: There is a positive correlation between website findability with number of Total Daily Page View on a website

















Table 4.6 Pearson Correlation on Global Traffic Rank with Total Daily Page Views

The Pearson moment correlation test findings for the relationship among global traffic rank with total daily page views are shown
in Tables 4.6. The results show that there is a significant correlation of both a hotel website's global traffic rank with total daily page views
(r = -0.331, p = 0.001).


4.3 SUMMARY OF HYPOTHESIS
Table 7 presented that following hypothesis were conducted in this research, and all of them are supported, indicating that there
is a significant correlation between website findability based on Google Traffic Rank and the (a) number of external links; (b) number of
internal links; (c) number of Google Indexed Pages; and (d) total daily page views.

Hypothesis Testing
H1: There is a positive correlation between website findability Supported
with number of Internal Link on a website
H2: There is a positive correlation between website findability Supported
with number of External Link on a website
H3: There is a positive correlation between website findability Supported
with number of Google Indexed Page on a website
H4: There is a positive correlation between website findability Supported
with number of Total Daily Page View on a website

Table 4.7: Summary of Hypothesis


5.0 DISCUSSION AND CONCLUSION

5.1 DISCUSSION OF OBJECTIVE

Objective 1: To test the relationship between website findability and the number of Internal links on a hotel’s website.
The result has shown that the relationship between website findability and Internal link is have positive correlation and supported.
The result is similar to Onaifo and Rasmussen (2013), where it supports that more internal links for website reputation led to better ranking
on search engine optimization. According to Dover (2011), internal links are also important for SEO since they assist construct the
information hierarchy and distribute link (ranking value) throughout a website's pages. All pages of a website may be linked in a systematic
structure with effective website structure. This efficient linking is vital not just for user navigation, but also for search engines crawling and
indexing the websites.

Objective 2: To test the relationship between website findability and the number of External Link on a hotel’s website.
The findings in Chapter 3 support the second aim, which is that the correlation among website findability based on global traffic
rank and the amount of External Links on a hotel's website is significant. The study's reported similar with research from Onaifo and
Rasmussen (2013), who found a link among website findability based on global traffic rank and the amount of external links for website
reputation. According to Dover (2011), the number of visits to a website influences its ranking in search engines. Dover also mentions that
the more high-quality material a website provides, the more external sites would want to link to it. The significance of external linked pages
as a SERP ranking criteria has already been highlighted. A high-quality external link is one that comes from a high-quality website (with
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substantial content amounts, high page views, and a good number of incoming quality links). The more external connections to a website
there are, the more user traffic the website obtains.

Objective 3: To test the relationship between website findability and the number of Google Indexed Page on a hotel’s website.
According to the findings, there is a significant connection among website findability based on global traffic rank and the amount
of Google Indexed Pages on a hotel's website. According to Onaifo and Rasmussen (2013), the more pages of a website that are indexed by
search engines, the more likely it is that users will be able seeing the content of the website when users are using search engines. According
to Onaifo and Rasmussen (2013), the number of hotel websites indexed by Google and other search engines affects the website's ranking as
well as the searchability of the information on search engines.

Objective 4: To test the relationship between website findability and the number of Total Daily Page Views on a hotel’s website.
According to the result of this research, there is a significant relation among a website's global traffic rankings as well as the
number of page views it generates per day. Page views, according to Onaifo and Rasmussen (2013), are the number of pages seen by users
or visitors. According to this research, the total number of daily page views is significantly linked to the number of global traffic rankings,
with an increase in total page views causing traffic, which enables websites to be found more easily in search engine result page.

5.2 RESEARCH IMPLICATION
The study found that the ability to find a website has a significant related to the number of External Links, Internal Links, Total
Daily Pageviews, and Google Indexed Pages. Meanwhile, the study also found hotels in the Province of Bali, Indonesia where the results
show that not all hotels have official websites and not all websites apply SEO techniques on hotel websites to improve the ability to find
websites on search engine results pages. This finding is useful for further researchers because there is still limited research on the relationship
between website presence and the number of External Links, Internal Links, Total Daily Page Views, and Google Indexed Pages.
From a practical point of view, this study provides some useful information and opportunities for future empirical investigations
of the discoverability of websites through the application of SEO techniques. For example, this study shows that having hyperlinks for
reputable websites defined by internal links and external links as one method of generating more traffic to websites. These findings can be
used by marketers to identify which method is more effective for their websites. For example, a marketer or SEO practitioner can add some
fun content and research more related keywords that represent the website itself.

5.3 LIMITATIONS AND RECOMMENDATION
While this study is great for furthering understanding of SEO, particularly in terms of how hotels can use it to improve their ability
to discover digital content on the surface web, some limitations should be considered.

1. First, the sample data was not collected at random, and the sample size was small; thus, any assumption of the findings
should be done carefully.
2. Second, because data for this study was limited to hotels in the Indonesian province of Bali, conclusions about the quality of
hotel websites based on this study may be insufficient.
3. Third, this study relied entirely on statistical tools to collect data about hotels, and it is unclear how accurate the data are,
especially given that this is a parametric statistics study, because all variables are continuous data that may change over
time.
4. Furthermore, because research in this field is limited, it is difficult for researchers to find reference sources. As a result,
additional research should be conducted to replicate the findings and increase knowledge about how to optimize hotel
websites at this time.

Besides, this study recommended to future research on SEO and the ability to locate hotel websites in the SERPs. Future research
may, for example, concentrate on how to successfully optimize hotel websites using SEO techniques for higher SERP rankings. Future
studies that involve other data gathering methods, such as surveys and interviews, may give more information about hotel management's
understanding of SEO strategies, as well as their perspectives on employing SEO tactics to increase the findability of hotel website content
in the SERPs. Future research might use technologies tool for extracting unique usage data to overcome a fundamental limitation of this
study — the lack of hotels in the sample.


















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Presentation Final Year Project AHIBS, UTM

CHAI JING MIN (2022)
PRESENTATION

FINAL YEAR PROJECT JAN 2022
AHIBS UTM





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

a [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




























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■ 1.0 INTRODUCTION

Healthy snacks refer to the health people pursue in terms of snacks. In traditional thinking, snacks as supplementary food after three meals a
day, have never been valued, and they are often even regarded as affecting normal diets and harmful to health. In fact, due to the acceleration
of the pace of study, work and life, the meal time is getting shorter and shorter, and the nutritional intake is inevitably not comprehensive.
Adding some leisure snacks in time can supplement the lack of nutrition intake at the main meal. At the same time, it can also resist fatigue
and relieve stress. These good for health are call healthy snacks.
Besides that, snacks can be divided into original product snacks, initial processing snacks and deep processing snacks. Under normal
circumstances, original snacks and initial processed snacks are healthy snacks. There are many healthy snacks in daily life, such as milk, soy
products, nuts, fresh fruits and unprocessed natural dried fruits.
One Little C Enterprise was founded in 2019, and has established for healthy snack about 11 products, including favourites such as Freeze-
dried Fruits, Freeze-Dried Yogurt, Peanut Butter, Almond Date Balls and Snowflakes Crisps. The company’s main product is all made from
Freeze-dried technology. For example, like Freeze-dried Strawberry, Freeze-dried Banana, Freeze-dried Mango, Freeze-dried Peach and more.
Due to the Freeze-dried technology, the colour, fragrance, nutrients, appearance and shape of raw fresh food can be maintained to the maximum
extent. In addition, freeze-dried products can be stored at room temperature for more than 5 years without preservatives, because food is dried
under low temperature and oxygen, the original nutrients of the food are almost undamaged, so it is as nutritious as fresh food and the finished
product is light in weight and easy to carry and transport. It is an excellent food for processing tourism, leisure and convenience method.


1.1 Problem Statement
Common health risks for Malaysians are overweight, heart disease and diabetes. According to The Economist Intelligence Unit’s (Tackling
Obesity in ASEAN), Malaysia has the highest obesity in Southeast Asia. In countries with prevalence, the obesity rate of Malaysians is 13.3% and
the overweight population accounts for 38.5%.
With the acceleration of the pace of social life, snacks have become a popular product for consumers around the world. Besides that, the
continuous renewal of people’s healthy consumption concepts, the healthy snack market is also growing. A new study released by Polaris
Market Research shows that the global healthy snack market is expected to reach about $40.699 billion by 2026. Healthy snacks have become the
new favourite of consumption. Snacks containing high fibre, calcium, protein, whole grains, vitamins and minerals are increasingly favoured.
Consumers hope that healthy snacks can keep them weight, provide nutritional requirements and meet their health goals. In addition, snack
products such as sugar reduction, salt reduction and low fat have also attracted people’s attention.

In the case, the freeze-dried food is very new in the Malaysia healthy snack market and also One Little C Enterprise is a very new company
in Malaysia so this paper examines what factor will influence the consumer purchase intention. This research uses structural equation analysis
to analyse the characteristics of namely, brand awareness, brand association, perceived quality and brand loyalty on AHIBS students’ purchase
intention towards healthy snacks.


1.2 Research Objective
Objectives of this research are:
1. To identify whether brand awareness have a positive influence on consumers’ purchase intention towards healthy snacks.
2. To identify whether brand association have a positive influence on consumers’ purchase intention towards healthy snacks.
3. To identify whether perceived quality has a positive influence on consumers’ purchase intention towards healthy snacks.
4. To identify whether brand loyalty have a positive influence on consumers’ purchase intention towards healthy snacks.
























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■ 2.0 Literature Review

People have begun to pay greater and greater attention to their health as a result of the growth in their living patterns. A healthy diet may aid
in the prevention of all forms of malnutrition as well as non-communicable conditions such as diabetes, stroke, heart disease and cancer, among
others. Nevertheless, according to a Short History of the Future, we have currently faced a plethora of calamities as well as survival difficulties,
such as war and famine, among others.
We have reduced significantly the numbers of deaths caused by war and famine, despite the fact that there are still numerous regions where
these challenges remain. It is widely acknowledged that over-nutrition is currently the most serious problem in the majority of countries. As
per statistics from 2010, the overall deaths due to hunger as well as malnutrition are approximately one million, whereas obesity is responsible for
three million deaths.
Primary obesity as well as secondary obesity are the two basic types of obesity that can be distinguished. It remains simple to note that primary
obesity is simply obesity caused by eating too much. Secondary obesity, also known as pathological obesity, must be induced by some
infections, and some people become overweight as a result of viruses. Primary obesity (also known as "basic obesity") re mains the most
popular type of obesity within our nation. The primary reason for this is that we typically eat more calories than we normally consume, resulting
in much more calories being converted to fats. People who spend their days at work and consume unhealthy snacks on a regular basis would
have a small stomach with ease.
As a result, as the research of health and diet has progressed in recent years, people have become more conscious of the fact that diet remains
equally vital for person's mental health. Besides, "JUNK FOOD," including foods heavy in fat and sugar, not only increase your waist size and
weight, but they also cause a host of other problems, including poor emotional and psychological health. Therefore, if we are unable to resist
our need to consume a snack, it is critical to choose nutritious snacks in order to prevent obesity.
Healthy snacks are those that are fresh, natural, as well as easily digestible. As an illustration, fruits and veggies that may be eaten fresh are
high in vitamins, mineral, and carbohydrate content; dairy products plus soy products may give a good source of calcium and protein; nuts
including peanuts, walnuts, plus melon seeds; and so on and so forth.
Not only can eating snacks in moderation and moderation a form of life pleasure, but it may also give you with some nutrients and energy in
the form of carbohydrates.


Theoretical Framework & Hypothesis Development


Brand Awareness
Brand awareness is the two-way connection strength of brand characteristics as well as product lines relevant to buying decisions in the
customer memory system. According to Aaker (1991), brand awareness spans multiple stages ranging from ordinary brand awareness to brand
domination that would result in the final circumstance whereby the brand mentioned is the dominant brand remembered by a customer.
Hoeffler and Keller (2002) divided brand awareness to two dimensions: Breadth and depth. Brand awareness is produced by the mixture of
brand awareness and brand reproductions, which may be characterized by breadth and depth. The depth form of brand awareness relates to the
likelihood and complexity of the product surfacing in the memory of customers, which is connected to the likelihood of the brand being recalled
or remembered. The breadth of brand awareness means the number of distinct purchase and then uses circumstances that can enable the brands
to arise in the customer's consciousness and the notion of brand to emerge in the brains. The purchasing is tied towards the consumption
condition.


Researchers can assess customers' brand awareness via assessing their capacity to recognize different brand components (brands, symbols,
attributes, trademark patterns, packaging, and slogans) in diverse settings—in other terms, the amount to which brand elements may be used
to promote products. Besides, brand recognition is not only tied to the intensity of the brand's remembrance, but it is also connected to the
potential and ease with which a brand might be thought of. As per Keller (1993), it has been established that consumers often employ heuristics
including purchasing a product that they are aware of, selecting the product that they are mostly familiar with, and buying only the products
that are famous and satisfied with them.

Brand awareness leads to a wide range of areas of a company's assets. First and foremost, brand awareness serves as the foundation for the
establishment of brand associations. Second, customer brand recognition will have an impact on their brand sentiments. Additionally, brand
recognition has an impact on the brand choice and buying decisions of customers. Hoyer and Brown (1990) discovered a link between
purchasing choice and brand recognition as a result of their prior research. Several theories and research on customer brand awareness have
demonstrated that we may increase customers' brand awareness by developing and introducing an efficient brand identification scheme,
increasing consumers' opportunities towards experience brand services and products, and adopting increasingly effective marketing and
publicity.

Based on the above discussion, the first hypothesis of this study can be derived as below:
H1: Brand awareness has a positive impact on consumers’ purchase intention towards healthy snacks product.



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Brand Association
All of the data nodes associated to brands within the customer brand knowledge system are referred to as brand association. It includes
customers' cognition and comprehension of certain brand meanings. The most immediate customer association with a brand may be a logo,
a product, a business, or an individual, a functional, symbol, or experiential value of the products, or the general attitude and assessment of
customers towards the brand. Customers can assess every brand association using three variables: strength, identification, and distinctiveness. The
brand image is the total of brand association and all these three variables. According to Emari et al. (2012), a brand connection might be either
favourable or unfavourable information within a client's mind about a brand. There is a close link between revenue and brand recognition. In
order to produce a long-lasting impression within the minds of customers and cement the brand's marketplace advantages, when developing a
brand image, it is essential to formulate and amass favourable brand connections for the brand via differen t marketing channels.
As per Keller (1993), the brand association may also be classified into three categories: qualities, benefits, plus attitudes. Therefore, attribute
association refers to descriptive features of goods or services. There are two types of attribute association: "product-related" plus "non-
product-related." The defining of product attributes is a required aspect for the service or product to accomplish its role. External elements
associated to the acquisition or consumption of a service or product is referred to as non-product attributes. Besides, non-product-related
features are separated into four categories: price information, package or products appearance details, user image (for instance, what sort of
individuals will utilize this service or product) and the use of visuals (where plus under what situations will this service or product be utilized.)
Pricing remains a particularly essential characteristic association among consumers, because customers frequently have a solid belief in
prices and brand value, as well as they will arrange their products category information in their thoughts about the cost multitude of distinct
brands. Secondly, benefits are the individual value that customers place on the features of the service or product, and they are what customers
perceive the service or product can accomplish for them. Besides, benefits associations are further classified into three types: The term
"functional benefits" refers to the inherent benefits of the service or product, including those connected to safety
and physiological requirements. Experience advantages are associated with the sensation of utilizing services or products, which are typically
associated with product features. For instance, sensual pleasure, variety, plus cognitive stimulation. Besides, symbolic benefits are the
external benefits of a service or product that are not tied to product features but rather to the demands of social identities, personal performance,
plus self-esteem. The final association remains the attitudes association, which states that the brand attitude remains the total judgment of the
brand by customers, which serves as the foundation for forming customer behaviour. Brand attitude also is related to product-related
perceptions, irrelevant qualities, functional interest, empirical interests, as well as symbolic interests.

Furthermore, O'Cass and Grace (2003) revealed that customer attitude and buying behaviour have a significant impact on the brand
association. As a result, the hypothesis is as follows:
H2: The Brand association has a positive impact on customers’ purchase intention to healthy snacks.


Perceived quality
Perceived Quality alludes to a brand's overall perception of its product's quality, as well as the level of awareness of its product's and service's
quality. It reflects the consumer's assessment of the product's functions, qualities, and believability. It gives consumers motives to purchase
and serves as the foundation for product differentiated positioning. According to Bhuian (1997), consumer judgment on additional values
towards a product is dependent on perceived quality.
Moreover, Aaker (1991) stated that perceived quality is more than just brand association. However, it is strongly tied towards the brand's
standing, making it another element to gauge brand equity. Besides, perceived quality is critical to brand loyalty and awareness, and great
brand items must be of excellent quality. The perceived quality is made up of the service's or product's function, attributes, dependability,
durability, level of service, and higher-quality looks. In today's market competitiveness, products are becoming increasingly homogeneous. As
a result, while technology considerations are crucial in a product, the function of service as well as brand culture contents is becoming
increasingly important.

The importance of perceived quality is that it first and foremost offers consumers with a compelling incentive to purchase. When buyers are
faced with a large number of identical products to choose from, quality is frequently a deciding factor. Second, it serves as the foundation for
the higher cost of brand-name goods. "Good Products are not affordable," as the adage goes, and this is absolutely correct. Third, it serves as
the foundation for differentiating oneself from the competition. People are more interested in differentiated as well as individualized items in
today's culture. The importance of quality in this differentiation and personalisation process is not to be underestimated. Fourth, it is simple
to be welcome by the channels that not only has the potential to significantly boost the brand image, but also has the potential to significantly
increase the image of a channel itself. Fifthly, brand extension remains more effective for brands with higher quality impressions since
customers will transfer the initial quality impression towards the new products line, which will be of great assistance towards the new products
line. Adding to this evidence, Yoo et al. (2000) observed that in order to increase brand equity, a favorable perceived quality must be present,
which can also enhance the brand's market competitive advantage.

Based on the above discussion, the third hypothesis can be derived as below:
H3: The perceived quality has a positive impact on customers’ purchase intentions towards the healthy snacks.










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Brand Loyalty
Consumers' positive associations with a brand or product are referred to as brand loyalty. Customers that demonstrate brand loyalty are always
loyal to services or products, as evidenced by their repurchasing, despite the attempts of rivals to persuade them to switch. The corporation has
made significant investments in client service as well as marketing in order to build and retain brand loyalty among customers for established
items. Brand loyalty is the commitment to consistently repurchase a preferred service or product in future, irrespective of the marketing
strategies or situational variables that may affect switching behaviour. (Oliver, 1997; 1997)

The foundation of brand value is the brand loyalty. It is divided into five categories: unbranded loyalist, habitual buyers, satisfactory buyers,
emotional purchasers, as well as loyal buyers. Unbranded loyalists, in this stratum of customers, will continually switch brands, do not concur
with a brand, and are normally price sensitive. Select the cheapest option. Several low-value consumables, homogenous sectors, and everyday
consumer items lack loyal brands. Customers who are habitual purchasers are loyal towards specific brands, have fixed consuming patterns
and preferences, understand what they want when they purchase, and have specific goals. Customers are tempted to check it out if rivals offer clear
incentives including price discounts, advertising, distinctive packaging, direct marketing, and so on. If this is permitted to purchase or repeat
a product, this can be branded towards purchase other brands. On the other hand, satisfactory purchasers are customers who are very content
with the initial customer's brand and also have expressed concerns about brand conversion risk, which means that purchasing another newer brand
will have difficulties, rewards, and adaption hazards. Aside from that, an emotional buyer is someone who has a strong attachment to the brand.
Certain brands however, are the emotional and emotional backing of their customers. They may last for a longer time since they are considered
consumers' friends, important resources in life, and thus are difficult to replace. Furthermore, loyal buyers have the greatest brand loyalty level.
Customers not only care about the brand, but they are also pleased of it.
Following the definition given by Assael (1998), brand loyalty is defined as a consistent brand that consistently meets consu mers' needs in their
previous experiences, hence resulting in repeat purchases. The importance of brand loyalty can be shown in the following components, in
particular. Reduce marketing expenses while increasing revenues, make it simple to attract more customers, facilitate the extension of sales channel,
and be more adaptable in the competitive market are all advantages of outsourcing. In order to persuade consumers to continue purchasing the
same brand or product and refrain from switching towards other brands, According to Yoo et al. (2000), one of the approaches is to build brand
loyalty among customers. There remains a direct causal connection between client loyalty, perceived value, and financial gain. The known
"two and eight concepts" of marketing state that eighty percent of a company's performance is derived from the twenty percent of clients
who frequent the establishment. Although gaining new clients for businesses is self-evident, the price of sustaining an existing client is only
one-seventh of the expense associated with developing a new client. Customers' loyalty is becoming increasingly valuable within a period of
diminishing earnings.
It was established that brand loyalty remains positively related towards customer decision as indicated in the below hypothesis.

H4: The brand loyalty has a positive impact on customers’ purchase intention to healthy snacks.



Research Framework












Figure 2.1 The theoretical framework connection between brand equity towards student’s purchase intention.




















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■ 3.0 METHODOLOGY

Research Design
The purpose of this study is to 'Understand Purchase Intention of University Students Towards the Healthy Snack Product'
amongst AHIBS students. As per Malhotra (2009), research design remains the framework for implementing a marketing
research study that clarifies the necessary technique for obtaining information required to address the marketing research
problem as well as structure. Besides, this remains a crucial guideline for researchers to obtain the conceptual framework, as
well as data collection plus analysis in order to complete the research.
The study design may be classified into two major categories: Conclusive and exploratory, which can similarly be casual or
descriptive research. Furthermore, descriptive research was classified as either the cross-section design or the longitudinal
design.
Population and Sample
This study's demographic is marketing students at Azman Hashim School Of Business, Universiti Teknologi Malaysia, Skudai, Johor
Bahru. Population, as per Walliman (2011), does not refer to the number of individuals. It refers to the total number of things
or cases under investigation. According to Tailor (2005), a sample can be defined as a subsection of the population. Sample size
is the total number of items included in the investigation. Students from various backgrounds are classified according to gender,
study year age, and race.
The proportion of the sampling units required for the sample is referred to as the sampling size. Similarly, it refers to the number
of potential samples, which denotes the number of samples that can be obtained from the whole. The sample method utilized is
convenience, as per Krejcie and Morgan's tables (Krejcie and Morgan, 1970). For instance, the Marketing learner population
at AHIBS, UTM is roughly 260 students; hence 155 participants were chosen to participate in the questionnaire survey, as per
Krejcie and Morgan's (1970) table.

Data Collection
Data collection for research is usually carried out through primary and secondary data collection methods. Data collection
techniques under this method are also different. The main data collection method is used to collect data directly from participants
or participants in the surveyed phenomenon (Walsham, 1995). These are all direct surveys conducted by researchers (Saunders,
2011). Based on the research, data was acquired using the primary data.
Primary data remains the first data acquired and is very authentic since it comes from the primary source of goods. Its primary goal
is to propose solutions to the researchers' problems. Natural observation, experimentation, focus groups, personal interview,
surveys, and many other first-hand approaches are used to acquire information. Cross-sectional data were collected as primary
data, which might be obtained using a variety of methodologies including experimental, observational, interview, and
distribution surveys (Faruket al., 2007).

Primary data will be collected in the form of questionnaires for this project. The primary data will be collected using a
questionnaire.
Research Instrument
The questionnaire approach was the primary research tool for this study. The questionnaire is created in accordance with the
study's objectives. The surveys were given to AHIBS students at Universiti Teknologi Malaysia at random. It is divided into
six sections: A, B, C, D, E, as well as F. More information on the contents of a questionnaire can be found in the section below.
Part A concentrates on the participant's demographic background, which comprises gender, study year, age, as well as race.
Besides, the data collected in this section was analysed using frequencies and percentages.
Sections B, C, D, E, as well as F used a five-point Likert Scale from one to five to evaluate independent factors such as brand
association, brand awareness, brand loyalty and perceived quality as well as a dependent variable such as Marketing learners'
purchase intention. Each part has four to five questions that must be answered. Respondents may specify their level of agreement
using a five-point Likert scale.
Data Analysis
After collecting and analysing the relevant data, the researcher might put it to the test by designing a study using the hypothesis
presented. Data for this research was compiled using the Google form created by the researcher. All data was obtained via an
online questionnaire plus then transferred to the Partial Least Squares (PLS-SEM) with SmartPLS. The SmartPLS was utilized
to examine the link between independent variables (brand association, perceived quality, brand loyalty and brand awareness) as
well as the dependent variable (consumer purchase intention) (brand loyalty).


■ 4.0 DATA ANALYSIS








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4.1 Demographic Information

This chapter presents the study findings on the purchase intention for One Little C’s healthy snack product towards Azman
Hashim International Business School (AHIBS) students. The study findings focus on the respondents’ demographic data as
well as the characteristics of influence purchase intention which is namely, brand awareness, brand association, perceived
quality and brand loyalty. The study targeted 200 students as the respondents to the study. However, after data collection, 190
students positively responded, representing 95% response rate. Therefore, the researcher believes that this response rate was
appropriate to make generalisation.


Table 4.1: Demographic Information

variable frequency percentage
gender male 89 46.8
female 101 53.2
Age bracket of the respondents below 20 years 54 28.4
21-24 years 123 64.7
above 25 years 13 6.8
The year of study of the first year 29 15.3
respondents second year 49 25.8
third year 38 20.0
fourth year 50 26.3
post graduate 24 12.6
Race of the respondents Malay 125 65.8
Chinese 35 18.4
Indian 20 10.5
Others 10 5.3

4.1.1 Gender of the Respondents

The current study examined the gender distribution of the respondents who took part in the study. The study findings as
demonstrated in Figure 4.1 shows that a slight majority of the respondents were female (53.2%) while the remaining (46.8%)
were male.

The gender of the respondents











Figure 4.1. The gender distribution of the respondents

4.1.2. Age Bracket of the Respondents

The study further examined the age distribution of the respondents who took part in the study. The study findings demonstrated
that the majority of the respondents were aged 21-24 years, while 54(28.4%) were aged below 20 years, and 13(6.8%) were
aged above 25 years. Given that the study targeted university students as respondents, this age bracket was considered a true
reflection of the population’s age, as demonstrated in Figure 4.2.








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The age destribution of the














Figure 4.2. The age distribution of the respondents



4.1.3. The Year of Study of the Respondents

Since the current study targeted university students as the respondents, the year of study was examined. The study findings as
demonstrated in figure 4.3 shows that a slight majority of the respondents (26.3%) were fourth years, 49(25.8%) were second
years, 38(20.0%) were third years, 29(15.3%) were first years, and 24(12.6%) were post graduates.


The students' year of study


















Figure 4.3. The year of the study of the respondents

4.1.4. Race of the Respondents

The study further examined the race of the respondents who took part in the study. The study findings as demonstrated in Figure
4.4 shows that the majority of the respondents (65.8%) were Malay, while 35(18.4%) were of Chinese origin, Indians accounted
for 10.5%, and others who were not indicated in the study were 10(5.3%).



















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4.2 Normality Test
The term "normally distributed data" refers to data that has a tiny percentage of extreme values that are too low or too high,
with the majority of the numbers falling somewhere in the middle (Jensen, 2009). Skewness and kurtosis are descriptive
statistics, but theory-based approaches include the ShapiroWilk test (SW), Kolmogorov-Smirnov (KS), and Anderson-Darling (AD)
(Nornadiah et al., 2011). Consequently, skewness and kurtosis were calculated for this study, and the findings are shown in the
table below.


Table 4.2: Tests of Normality
a
Kolmogorov-Smirnov Shapiro-Wilk
Statistic df Sig. Statistic df Sig.
PI .132 190 .076 .931 190 .068

Table 4.3: Descriptive Statistics

N Minimum Maximum Mean Std. Skewness Kurtosis
Deviation

Stat. Statistic Statistic Statistic Statistic Statistic Std. Statistic Std. Error
Error
Brand association 190 9.00 19.00 14.4368 2.33757 -.235 .176 -.650 .351

Brand awareness 190 8.00 18.00 14.2737 2.41224 -.687 .176 .150 .351
Perceived quality 190 6.00 19.00 14.3842 2.77074 -1.016 .176 .464 .351
Brand loyalty 190 9.00 20.00 14.4474 3.27648 .217 .176 -1.347 .351

Purchase 190 5.00 25.00 17.4895 4.66637 -.852 .176 .395 .351
intention

Valid N (listwise) 190


4.3 Model Measurement

The first step in evaluating measurement models is to look at the indication loadings. The loading for all items must be more
than the required threshold of 0.5 since the constructs explain more than half of the indicator variation and the reliability is
acceptable. The second stage is to get access to internal consistency reliability, which is frequently employed in composite
reliability.

4.3.1 Construct Reliability and Validity

The construct reliability and reliability is presented in the table below. The study findings presents the Cronbach's Alpha, rho_A,
Composite Reliability, as well as Average Variance Extracted (AVE). The Cronbach's Alpha was used to determine the internal
consistence of the study variables. The study findings demonstrate that the Cronbach's Alpha for brand association was 0.780,
which was more than the minimum recommendation of 0.70. Brand awareness was also greater than the recommended 0.70
(i.e. 0.778). Brand loyalty was 0.789 (> 0.70). In addition, the Cronbach’s alpha value for the consumer purchase intention was
0.739(> 0.70). Finally, the study findings demonstrated that the Cronbach’s alpha value for the perceived quality was 0.748 (>
0.70). Therefore, all study constructs had acceptable internal consistency of greater than 0.70, hence, reliable.








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The convergent and discriminant validity are used to evaluate the formative measurement model. The measurement of
convergent validity (CV) is based on the AVE of each component, he added. The average variance extracted (AVE) must be
more than 0.5, according to Barclay et al. (1995). The overall amount of variance captured by the indicators in relation to
measurement error is measured by AVE. While composite reliability (CR) is used to determine the latent construct indicators,
the result should be better than 0.7. According to the study findings as demonstrated in the Table 4.4, all components in the
loadings were greater than 0.5, whereas AVE, CR in range, and CV were acceptable.



Table 4.4: Construct Reliability and Validity
Cronbach's rho_A Composite Average Variance
Alpha Reliability Extracted (AVE)
brand association .780 .775 .767 .684

brand awareness .778 .732 .752 .700
brand loyalty .789 .729 .743 .671

consumer purchase .739 .768 .825 .692
intention

perceived quality .748 .755 .897 .707
























































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4.4 Reliability statistics

Similar to the study findings in the table above, the findings in the table 4.5 shows that the reliability test result for this study
is within acceptable range. As a result, it can be argued that all of the variables in this study are acceptable and reliable.

Table 4.5: Reliability Statistics


Construct of IV/DV Measurement Items No. of Items Cronbach’s
Alpha

Brand Awareness 1. “I associate my shopping with One Little C 4 .780
Enterprise”

2. “Advertising characters remind me of One Little C’s
healthy snack product”

3. “I always remember One Little C Enterprise as one of
the most frequently used brands”

4. “I recall One Little C’s healthy snack product
whenever you have shopping need”


Brand Association 1. “It is appropriate to describe the products offered by 4 .778
One Little C Enterprise as "up-market"

2. “It is appropriate to describe the products offered by
One Little C Enterprise as "tough”

3. “It is appropriate to describe delivery service offered
by One Little C Enterprise as "fast”

4. “I feel relaxing when using One Little C Enterprise
retailers”

Perceived Quality 1. “My overall perception of service quality is 4 .789
satisfactory in this One Little C Enterprise”

2. “One Little C’s healthy snack product offering is
customized to meet customer needs”

3. “One Little C’s healthy snack product offering is same
as its promise”

4. “One Little C’s healthy snack product has good price
under given quality”


Brand Loyalty 1. “My loyalty towards One Little C Enterprise is purely 4 .748
habitual”

2. “I do not necessarily purchase the same One Little C’s
healthy snack product all the time”

3. “I always sample new One Little C’s healthy snack
product as soon as”







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4. “I establish a One Little C’s healthy snack product
purchasing pattern and seldom deviate from it”

Consumers’ Purchase 1. “I would buy One Little C’s healthy snack product in 5 .739
Intention the near future”.

2. “I plan to buy One Little C’s healthy snack product in
regular basics”.

3. “I intend to buy One Little C’s healthy snack product
for my long-term health benefits”.

4. “I intend to buy One Little C’s healthy snack product
because they are more concern about food safety”.

5. “I intend to buy One Little C’s healthy snack product
because they are more environmentally friendly”.

































































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4.4.2 Discriminant Validity (Fornell-Larcker Criterion Analysis)

The average variance retrieved is represented by the bold diagonals, while the squared correlations are represented by the other
entries. If the bolded number is greater than all values below it, as well as the corresponding row and column where stronger
cross loadings of other constructs are shown, then the conditions are met and discriminability is established. These study
findings are demonstrated in Table 4.6.

Table 4.6. Discriminant Validity Table

brand brand awareness brand consumer perceived
association loyalty purchase intention quality
brand .733
association
brand awareness .727 .747

brand loyalty .772 .841 .886
consumer .769 .758 .819 .701
purchase
intention
perceived .820 .798 .728 .736 .754
quality



4.5 Assessment of Structural Model

The study demonstrated in the table 4.7 shows the level of prediction of the independent variables on the dependent variable.
The study findings demonstrate that the combined unit change in the independent variable had a significant impact of the
dependent variable. In this case, a change in brand association, brand awareness, the perceived quality, and brand loyalty led
85.4% change in the consumers’ purchase intention. Therefore, the other factors not factored in the current study accounted for
only 14.6% change in the consumers’ purchase intention.


Table 4.7: R-Square


R Square R Square Adjusted

consumer purchase intention .854 .850

The study findings demonstrated in the structural model in the Figure 4.4 shows the relationship between the independent and
independent variables. The study findings demonstrate that a unit increase brand awareness led to 0.345 change in the
consumers’ purchase intention. The study findings also demonstrated that a unit increase association led to 0.177 change in the
consumers; purchase intention. Moreover, the study findings demonstrated that a unit increase the perceived quality led to
0.168 change in the consumers’ purchase intention. The study findings also indicated that a unit increase the brand loyalty led
to 0.511 change in the consumers’ purchase intention. Overall, a unit change in brand awareness, brand association, the
perceived quality, and brand loyalty led 85.4% change in the consumers’ purchase intention.




















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Figure 4.4. The structural model framework

4.6 Test of Best Predictor

The study findings in the table below was used test the hypothesis of the study in order to determine the relationship between
the dependent and independent variable. The study findings demonstrated that brand association had a positive and statistical
significant relationship with the consumer purchase intention (p< 0.05). The study findings further demonstrated that brand
awareness had a positive and statistical significant relationship with the consumer purchase intention (p<0.05). In addition,
the study findings demonstrated that brand loyalty had a positive and statistical significant relationship with the consumer
purchase intention (p<0.05). Finally, the study findings demonstrated that the perceived quality had a positive and significant
relationship with the consumer purchase intention (p<0.05).

Table 4.8. T-test statistics

Original Sample Standard T Statistics P Values
Sample (O) Mean (M) Deviation (|O/STDEV|)
(STDEV)

brand association -> .177 .173 .045 3.952 .000
consumer purchase
intention

brand awareness -> -.345 -.333 .040 8.688 .000
consumer purchase
intention
brand loyalty -> consumer .511 .507 .040 12.937 .000
purchase intention
perceived quality -> .168 .177 .048 3.507 .000
consumer purchase
intention











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■ 5.0 Discussion & Conclusion


5.1 Discussion of the Results & Findings


The results and findings have discussed will be use from the hypothesis formed to identify the significant connection between
brand awareness, brand association, perceived quality and brand royalty towards purchase intention on healthy snacks product.


H1: Brand awareness have a positive influence on consumers’ purchase intention towards healthy snacks.

The results in Table 4.8 T-test statistics study showing brand awareness on purchase intention are supported where the original sample
and significant values are (O= 0.345, p<0.05)). Therefore, brand awareness is positively significant towards healthy snacks
product. Hence, the null hypothesis is accepted. According to Keller,1993; Jacoby & Olson, 1997; Macdonald & Sharp,2000, it
signifies that consumer will buy a product that the brand is familiar and well know product. Moreover, previous studies have proven
that significant effect on brand awareness will directly or indirectly influence consumer purchase intention, the higher brand
awareness the high consumer purchase intention. The way to increase the ability of a potential buyer to recognize or recall a
product is brand awareness a part of particular product category (Surachman,2008). Thus, to increase the sales of healthy snack
product, One Little C should take action for increase the brand awareness.


H2: Brand association have a positive influence on consumers’ purchase intention towards healthy snacks.

The results in Table 4.8 T-test statistics study showing brand association on purchase intention are supported where the original
sample and significant values are (O= 0.177, p<0.05)). Therefore, brand association is positively significant towards healthy
snacks product. Hence, the null hypothesis is accepted. According to Aaker 1991, described a well-established can reduce the
incentives of the customers to try different brand because of the brand association can influence the purchase behaviour and
give consumer the impact on the level of satisfaction. Thus, brand association also important to increase the sales of healthy
snacks product so One Little C need to pay attention increase the brand association.


H3: Perceived quality has a positive influence on consumers’ purchase intention towards healthy snacks.

Based on the results in Table 4.8 T-test statistics study showing perceived quality on purchase intention are supported where
the original sample and significant values are (O= 0.168, p<0.05). Therefore, perceived quality is positively significant towards
healthy snacks product. Hence, the null hypothesis is accepted. Perceived quality also provides a strong reason for consumer to
purchase a product because within the consideration process the consumer can determine which brand to exclude or include. Once a
brand gives the right perceived quality, will be a chance to charge for a premium price. According to Aaker 1991, perceived
quality not only valuable for consumer but also meaningful for the sellers because they understand those products are favoured
by the market. Thus, perceived quality has a positive influence on consumers’ purchase intention towards healthy snacks product so
One Little C should be more focus on increase the perceived quality.


H4: Brand loyalty have a positive influence on consumers’ purchase intention towards healthy snacks.

Based on the results in Table 4.8 T-test statistics study showing brand loyalty on purchase intention are supported where the
original sample and significant values are (O= 0.511, p<0.05). Therefore, brand loyalty is positively significant towards healthy
snacks product. Hence, the null hypothesis is accepted. According to Sadat (2009), brand loy alty makes a consumer unintentionally
builds strong willingness to buy the same brand over the time or in other words makes consumer less vulnerable to shift to other
brands. It is essential since it provides the encouragement for consumers to buy the brand again in the future (Ahmed & Moosavi,
2013). Thus, to increase the sales of healthy snack product, One Little C should take action for increase brand loyalty.
















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5.2 Limitation and Recommendation of the Research

Throughout this study, there are some limitation and recommendation need to be improved for future study. First, the study only
conducted in Johor Bahru Universiti Teknologi Malaysia and only for initial stage of research because Johor Bahru is too small so
for the future study should collect data from different country to achieve more accurate results. Second, this research targeted
200 students as the respondents to the study. However, after data collection, 190 students positively responded, representing
95% response rate so the lack of respondents might cause some restriction. To collect the larger populations for increase the
data accuracy and reliability result, researcher need to increase the number of target respondents. Third, data collection method
of this study only thru online Google Form sending by WhatsApp and Email because of the Covid-19 pandemic. It is
recommended for future research to collect data by face to face, so could stimulate consumers more understanding and increase
the consumer explaining the how brand equity influence consumers’ purchase intention towards health snacks product and One
Little C Enterprise.

Other than that, based on the study result for the recommendation of One Little C Enterprise to increase their sales, brand
awareness, brand association, perceived quality and brand loyalty is very important to influence consumers’ purchase intention
towards healthy snacks product. To increase the brand awareness One Little C Enterprise, need to create a powerful network
presence. For example, search engine optimization strategies should be used to put One Little C brand’s website in web search
results as much as possible. This means that when someone uses certain keywords related to the brand, the product will appear in
the results, can learn by company itself or hire SEO experts to improve search ranking.
Beyond that, to increase the brand association One Little C Enterprise need to personalized brand core values because the core value
of the brand is the key benefit provided by the brand to consumers, and it is the main motivation for consumers to agree that
they like a certain brand and are willing to buy a certain brand. For example, One Little C Enterprise can focus on beco me a
brand of healthy breakfast so consumers will think about having One Little C every morning instead of just a healthy snack.

Besides that, to increase the perceived quality, One Little C Enterprise can apply for well-recognized brand quality certification
institutions. For example, like apply the JAKIM HALAL CERTIFICATE this can help One Little C Enterprise increase the
sales in Malaysia Muslims’ market.
Lastly, to increase the brand loyalty of One Little C Enterprise should increase the favour and trust of consumers through the
company and product. To increase the favour and trust of consumers through company, all the activities or process of purchasing
and using products need to let consumers feel happy, comfortable, unforgettable and enjoying the service. In addition, to
increase the trust of consumers One Little C need to have a good image so the company should think highly of carry out the
social responsibilities and obligations
5.3 Conclusion

The current research studied about the connection between to variables of brand awareness, brand association, perceived quality
and brand loyalty influence purchase intention towards healthy snacks product in university students at Universiti Teknologi
Malaysia Johor Bahru. A total four hypotheses were projected and the conceptual research framework has been developed. In
this study, total 190 data were collected and examined using PLS-SEM for analysis. The main findings show there are positive
connection between brand awareness, brand association, perceived quality and brand loyalty and consumers’ purchase intention
towards One Little C’s healthy snacks product. Future researchers could conduct further survey on purchase intention towards healthy
snacks product by adding other possible factors into conceptual framework. For the conclusion, this research has answered
research questions and objectives. Recommendations for future survey were stated to reduce restriction and can help to increase
the sales of One Little C Enterprise.



























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■ 6.0 References

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Blackwell, R.D., Miniard, P.W. and Engel, J.F. (2001), Consumer Behavior 9th, South-Western Thomas Learning, Mason,
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Kotler, P. (2003), Marketing Management, 11th ed., Prentice Hall, NJ. Kotler, P. and Keller, K.L. (2006), Marketing
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FYP PROPOSAL

AHIBS UTM SKUDAI JAN 2022



PETRONAS FESTIVE ADVERTISEMENT AS AUDIENCE EMOTIONS EFFECT
AMONG YOUNG ADULTS



DAYANG PERMAI, PROF. DR. ROHAIZIAT 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.




1.0 INTRODUCTION


Advertising, newspapers, the Internet, music, films, videos, magazines, billboards, and other forms of mass communication all have an
influence on mass communication. Adverts have the longest-lasting effect on viewers' brains of any of these mediums, because to their
extensive dissemination (Katke, 2007). Advertising is the key medium for establishing a connection between a product's creator and the
end user. One of the four pillars of the marketing mix is advertising, which is both a part of the promotion mix and a component of it (product,
price, place, and promotion). As a marketing tactic, advertising helps customers make purchase decisions by raising product awareness in
their thoughts. Sales promotion and public relations are two examples of mass communication techniques used by marketers. Broadcast
advertising has an influence on the public, but television is the most effective medium for advertising. A country's culture may be influenced
by the attitudes and behaviours that its advertising elicits in its audience (Latif & Abideen, 2011).

Companies may use promotional activities to enhance their product's Brand in order to compete in a market dominated by advertising
(Hussainy, Riaz, Kazi & Herani, 2008). Consumer awareness, attitude, and purchase behaviour are the primary objectives of advertising.
They spend a lot of money on advertising to keep consumers interested in their products. In addition, they need to know what influences
customer behaviour. Customer brand choices are influenced by advertising (Latif & Abideen, 2011). It has a direct impact on the behaviour
of customers. People's perceptions of the influence of advertising on brands change often. Brand memories are formed by associations with
the brand's name in the minds of consumers.

Consideration, evaluation, and purchase are all affected by brand cognition (Romaniuk & Sharp,2003). Adverts that create an emotional
reaction from clients are also generated via advertising. A strong brand signal, positive emotional appeals also aid to enhance processing
based on categories (Abideen & Latif, 2011). With a successful categorization, the impact and beliefs associated with this category in memory
are transferred to the target itself. When confronted with a sea of merchandise, customers prefer to group brands according to their associations
with previous experiences, which may help them better relate to a brand's image and get a fresh perspective on new goods. A person's present
understanding of a brand will be accurately recorded in their long-term memory as a consequence. A lack of emphasis on product promotion
might have a negative impact on sales for certain companies. Advertisers use a wide range of mediums to reach their intended audience,
including television, the internet (Facebook, email), newspapers, billboards, and magazines, to name a few. In order to publicize their
products and services, businesses spend a lot of money on advertising. Customers' purchase choices are influenced by these marketing
strategies (Abideen & Latiff, 2011).
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The Internet's growing popularity has made the globe a smaller and more intimate place. It has become more important for governments to
accept diversity as a consequence of technological breakthroughs in globalization (Khalim Zainal & Salleh,2010). When a product is made
available to a broad audience via the use of an advertising medium, we say that we are engaging in mass communication. To put it another
way, advertising is an attempt to educate customers about the product in question and persuade those consumers to make a purchasing choice
based on that information. Because of the size of a community, advertising has the potential for enormous effect on the public's perceptions
of certain products, according to this claim. The ability of the message to be effective An ad is a means of disseminating information. It also
serves to persuade and remind the community about its moral values. When it comes to transmitting a positive message about unity and
togetherness among people of various races, advertising play an important role. A positive message is defined as any commercial with an
optimistic tone, encouraging viewers to embrace the notion of unity and acceptance, as offered by the local community, as determined by
the study's definition (Heath and Hyder 2005). community. Educating individuals is the best way to increase their comprehension.

People of different racial origins must be able to communicate effectively. When a message is successfully delivered to its intended audience,
it is considered a successful communication. DeVito (2016). Text, pictures, and spoken words may all be used to convey a message. In
today's worldwide world, advertising is increasingly being used as a means of bringing people together. The improvement of race relations
has been the focus of many advertising agencies, including those in Malaysia. However, Petronas is based in Malaysia. This agenda was
promoted via aesthetically engaging material (Haque, Al Mahmud, Tarofder, & Ismail,2007).

Additional efforts should be made to improve everyday interaction and communication amongst Malaysia's many ethnic groups in order to
foster tolerance and understanding. An increase in the feeling of community and a deeper understanding of other races may be achieved via
effective intercultural communication (Samovar, 2014). Learning about intercultural communication may help people learn about other
cultures and improve their ability to communicate effectively. claimed that from the dawn of time, national unity and integration have been
at the top of our country's priority list. (Sarjit, 2012). Integration is a key component in ensuring that Malaysians can sustain their present
peaceful state. Ethnic tensions and threats to national security might result from misunderstandings between different ethnic groups, notably
the minority communities and the majority Malay population (Guan, 2002)



1.1 BACKGROUND OF THE PROBLEM


After Generation X, this generation includes Generation Y, the dot.com generation, echo boomers, and millionaires. According to various
surveys, Generation Y is defined as people born between 1978 and 1994, despite the fact that the precise age range is still up for discussion.
Kotler & Armstrong, 2010, P. 98; Solomon, Dann, Dann & Russell-Bennett, 2007, P. 98; Christine, 2000; Kotler and Armstrong, 2010, P.
98) (Evelyn, Eva, and Robin, 2011; Pricewaterhouse Coopers, 2009).

By 2010, Malaysia's Gen Y comprised 40 percent of the country's population, or 11 million people (Department of Statistics Malaysia, 2011).
In comparison to earlier generations, Malaysia's population consists mostly of members of Generation Y. 38 percent of Malaysian internet
users were between the ages of 15 and 24, 26 percent were between the ages of 26 and 35, 23 percent were between the ages of 36 and 44, 9
percent were between the ages of 45 and 54, and 5 percent were beyond the age of 55. Generation Y (15-35 year olds) makes up the majority
of Malaysia's Internet users (49 percent), according to these statistics (Com Score, 2009).

Promoting Malaysia's unity and peace via festive ads with strong cultural values may inspire all Malaysians. Using well-crafted and culturally
relevant ads as a model sets a great example for the rest of us to follow. In the United States, people of diverse ethnicities (Bollnow, 1989)
Li (2011) claims that advertising may build trust amongst individuals of different nationalities and cultural backgrounds. This allows them
to depend on one another. This research might benefit from the use of cultural values found in festive advertising to better understand the
effect of media content on race relations. Ads have a crucial role in promoting healthy cultural values, and this is undeniable. The majority
of Christmas advertising appeals to people's emotions.

When it comes to acceptance and tolerance among Malaysians of various races, there are still many unanswered questions (Khalim Zainal
and Salleh, 201). Therefore, academics should explore this problem from the perspective of advertising. It was the goal of the researchers
to investigate whether the Christmas ads they selected emphasised the importance of family and community among people of all ages.
Diverse racial and ethnic backgrounds In this way, people will better appreciate the message's relevance in the process of nation-building.
Many Malay, Chinese, and other ethnic groups are represented in a number of local filmmakers' films, such as Yasmin Ahmad and


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Petronas, Siti Zabedah (2013) remarked. In India, ethnic groups. As a starting point for local content makers, these media assets provided
as excellent examples. Produce media with the same central message throughout all of its components. It is the subject of this investigation
to look into the material. A number of Christmas ads have been chosen for airing in Malaysia. The purpose of this research is to use content
analysis to examine the cultural context of selected holiday advertising messages. The researchers are also interested in how commercials
emphasise strong intercultural relations and societal cohesion, despite Malaysia's diverse sociocultural make-up.

Many young people are keen to participate in scientific study. It'll all come down to their level of interest and ability to participate. While
some individuals think that they should be engaged in every area of the research, other people want to limit their involvement, and still others
refuse to participate in any way. Some students may get disinterested in lengthy and complex study sessions. Those who fear that enrolling
in the survey would disclose their inability to read and write may be very wary.

Efficacy measurement in advertising is a hot topic in the twenty-first century for corporations, marketing specialists, and scientists alike
(McCarthy and McDaniel, 2000). A customer's reaction to an ad may be broken down into three stages: cognitive (knowledge and information
exchange), practical (liking the ad) and aspirational (wanting the goods). And thirdly, people's actions are defined by their willingness or
ability to buy anything. Ads have been predicting success since the turn of the century, and emotions have been shown to have a significant
influence on the cognitive process as well (Poels and Dewitte, 2006). (Hamelin et al., 2017). Since attention, decision- making, and memory
are all intertwined with emotions, scientists have concluded that they are absolutely necessary for human functioning (Le Blanc et al., 2014).
Negative stimuli were given more attention by the visual system than neutral stimuli because of their negative connotation (Ohman and
Mineka, 2001; Algom et al., 2004; Estes and Verges, 2008).

Modern cultures are littered with advertisements of all kinds. Research on the expected and unanticipated, short- and long-term, functional
and dysfunctional impacts on people, communities, and organisations is ripe because of the multiplicity of potential outcomes. Comparative
advertising impacts research is driven by a desire to better understand how advertising works in the real world. Consequently, advertisers'
intended results or consumers' mental processes assumed to be connected to these outcomes as a consequence of advertising input form the
subject of advertising effects research (see Tellis, 2004, pp. 43–50).

There are several difficulties in trying to trace the origins of "our most treasured ideals and assumptions" (Jhally, 2003). As one example,
he cited how diamonds, a financial asset, were connected with romantic love through time. He claims that N.W. Ayers, a New York
advertising firm hired in 1938 to change the public's image of diamonds, came up with the idea of diamonds as a symbol of loyalty and
eternal love (Jhally 2003).

1.2 RESEARCH QUESTIONS

This study listed two main research questions:

i. What is the relationship between audience emotions towards advertisement?
ii. What is the relationship between perception values towards advertisement?
iii. What is the relationship between attitude towards advertisement?
iv. What is the relationship between culture towards advertisement?


1.3 RESEARCH OBJECTIVES

This study listed two main objectives:

i. To examine the effects of audience emotions towards advertisement content.
ii. To examine the effects of perceptions values towards advertisement content
iii. To examine the effect of attitude towards advertisement content
iv. To examine the effects of culture on advertisement content










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1.4 SIGNIFICANT OF RESEARCH

Since advertising affects so many individuals nowadays, the findings of this investigation will be beneficial to the public at large. The purpose
of this research is to discover how the emotions of young people are affected by the media.

1.5 DEFINITION OF TERMS

1.5.1 ADVERTISEMENT

Advertisement is a form of public communication that is often published in newspapers or aired on television, such as a full-page
advertisement promoting a film or a television commercial. Then, the act or practice of promoting something (Yuen etla., 2017).


1.5.2 SELF-ESTEEM

Self-esteem is a human's assessment of his or her value and abilities (Kendra, 2014). In this research, the term "self-esteem" refers
to an individual's total sense of self-worth or personal value. In other words, how much admiration and respect do you have
for yourself? It is a set of self-beliefs that includes assessing your personality, beliefs, ideas, and behaviours, especially as a female
entrepreneur.


1.5.3 SOCIAL NETWORK MARKETING

Social media marketing enables offers to spread rapidly and virally. It quickly captures customers' publicity, which can result in
an increase in purchase intent (Baird & Parasnis, 2011).




1.2 CHAPTER’S SUMMARY

The aim of the research is to examine the effect of advertisements on audience emotions. Chapter 1 of this study project addressed the
problems around online food distribution. This research study includes a mission statement, a problem statement, and a research question.
This chapter also emphasises the importance of research in terms of the implications of this study.


2.0 LITERATURE REVIEW

2.1 THEORETICAL FOUNDATION

According to what I understand, gardening theory in its simplest version demonstrates that television is responsible for moulding or'growing'
the viewer's idea of social reality. The huge influence of audience exposure to television over time shapes people' perceptions of social
reality and, eventually, our civilization as a whole.

According to George Gerbner (1986), the mass media represents pre-existing attitudes and values in culture: the media preserves and
disseminates these values among cult members, so uniting them. According to George Gerbner (1986), television fosters a centrist political
outlook. This is what George Gerbner refers to as the'mainstay' effect. The theoretical theory differentiates between 'initial impressions'
(generic beliefs about the occurrence of violence in the everyday world) and the influence of'second order' (specific attitudes, such as law
and order or personal safety). Additionally, there are distinctions between two types of television viewers: heavy and mild. The emphasis is
squarely on 'heavy spectators.' Individuals who watch several TVs are more impacted by how the world is framed by television shows than
those who watch fewer televisions, particularly on themes with which viewers are unfamiliar. Light viewers may have access to more sources
of information than heavy crowds. 'Resonance' refers to the audience's more powerful reaction when what they see on television matches
what they feel in real life. According to the cultivation hypothesis, television viewers are often more susceptible to media messages
and the notion that what they are witnessing is true and legitimate (Saodah Wok, 2005).

The study's findings indicate that individuals who watch television provide responses that are not grounded in reality. Viewers' opinions or
impressions are formed by television programmes, not by real events. As a result, their perspectives are formed as a result of their exposure
to the television show being viewed. Their reality is television reality, and Gardner summarises the mass media's efforts to instil or reinforce
in the population the belief that television's representation of reality is accurate. demonstrates that mass media has a considerable effect on
the public's trust (Saodah Wok, 2005).

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Additionally, the cultivation hypothesis may account for part of television's influence on viewer behaviour formation. Perhaps an easily
affected audience is the result of a little educational background and a high level of self-confidence. The influence of television shows should
take into account the sort of programme being seen, the messages sent by the programme, and the amount to which the viewer's desired
beliefs are reflected in the programme (Saodah Wok, 2005).

Additionally, Gardner, like Marshall McLuhan, considers television as the primary media via which current culture may be addressed. Unlike
McLuhan, who saw the media as a means of communication, Gardner was convinced that the power of television sprang from the genuine
content of the hourly dramas broadcast week after week. Television is really a social institution, and the storey of society creates a clear
picture of what is, what is required, what is important to what is, and what is right. Television viewers are seen as'nurturing' the attitude, as
though the environment formed by television is a true portrayal of the natural world. This theory asserts that constant television viewing may
have the effect of encouraging some paradigms to embrace the messages given by television. This concept reconciles the impression of
planting in two unique stages: the first is our world's general belief, and the second is the command with particular attitudes, such as speech
or law (Griffin et al., 2015).

This hypothesis has been employed as a social control theory in prior research on horticulture. Additionally, it may assist researchers in
evaluating the efficiency of television advertising efforts targeting malaria fever. Planting for research purposes is more than an intriguing
question. Rather than that, we see culture as a "important" mode of communication. It establishes television institutions and mass
communications with the purpose of conducting investigations that may reveal critical features of the issue and provide solutions. While
cultivation does not seem to be a necessary but sufficient condition for social process communication, cultivation through admission tests
for social critical science research appears to be (Morgan et al., 1999).

Additionally, it might be related to a study undertaken by researchers to determine the amount of BCOM knowledge among students enrolled
in Alpha College of Technology's seven semesters of televised malaria fever ads. This is because consumers watch television and are often
prompted to take action to protect themselves and their family against dengue fever after seeing the advertisement. When malaria fever is
seen on a regular basis, kids become aware of the dangers of the disease. Society is greatly impacted by television media, particularly when
an advertisement has an effect on their awareness and hence on their health.

The research planting idea is one of many hypotheses that study the media's influence on its audience. According to some theorists, it is
suited for use in television media study, which examines how children behave when they witness dengue sickness on television. According
to the cultivation idea, television viewing may have long-term consequences on the audience. Its major emphasis is on the influence seen
on the audience's attitude in comparison to the audience-created behaviour.


2.2 TELEVISION ADVERTISEMENT AS EFFECTIVE TOOLS

The goal and function of the media in public life is to act as a conduit for information. The mass media are so widespread in modern human
living that no one can escape their effect, whether through print or electronic media. Television advertising is also vital as a means for people
to acquire information about current events, education, health, and entertainment. Due to the growth of science and technology, the media in
modern life has become quite swift (Sohana Abdul Hamid, 2016). (Sohana Abdul Hamid, 2016). Television advertising is a crucial business
tool and a highly successful communication medium. Any advertisement's fundamental purpose is to stimulate and influence the sale, either
directly or indirectly, by making a high claim about the performance of the product being marketed. Typically, firms aim to increase demand
for their goods or services by influencing customer loyalty through advertising. Television advertising relies on attracting viewers' attention
with the use of exciting and engaging music, lyrics, Jingles, humors, and repeating message. Advertising has a stronger effect on television
than on other media such as print or radio (Kothai et al., 2014).

In Malaysia, advertising standards are governed by The Advertising Standards Authority (ASA), which was created in 1977 to give impartial
supervision of the industry's newly developed self-regulatory mechanisms. ASA is a self-regulatory body responsible with ensuring that self-
regulatory systems work in the public advantage. The Advertising Standards Association encourages and enforces strong ethical standards
in advertising. Thus, it is apparent that all commercials must comply to the standards, which are governed by the ASA. Thus according
UNICEF's, the Malaysian Advertisers Association, the Malaysian Guaranteed Advertising Agents Association, the Malaysian Press
Publishers Association, and the Media Specialist Association are all members of the ASA constituents (Tengku Adrian Ismail et al., 2015).

According to Geuens et al. (2010), advertising is intended to impact the audience's thinking and belief in the marketed goods. This implies
that the messages in the advertisement must capture the audience's attention and impact their attitude and feeling toward the things being
marketed on television (Pramudita & Rahim, 2011; Zubaidah et al., 2015).

Similar to the majority of current advertisements, Ads are unable to educate consumers about competing advertisements and are unable to
attract users. While there is no precise definition of creativity, the musician Jazz Charlie Mingus's opinion that "creativity is more than




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making a difference" may provide a more appropriate description: "creativity is more than making a difference." It is common to create
something simple to complicate, but to simplify something difficult is unique; it is originality" (Lou, 2000; Budiawan et al., 2017).

A television advertisement that is effective is one that is developed for a particular client who thinks about and understands the user's
wants. Additionally, successful television advertising may provide a distinct advantage by recommending particular activities for people to
do. Additionally, successful advertising is an advertisement that captures the audience's attention, is memorable, and motivates people to
act on the commercial (Schultz; Tannenbaum, 2000; Budiawan et al., 2017).

While creative television advertising contributes to public awareness, advertising cannot be regarded effective if it serves just to increase
awareness. Television ads should arouse interest and provoke change, directing the viewer's attention to the primary advertising needs. A
creative approach based on an advertising viewpoint serves as a guidance for creative persons while developing advertisements. A creative
strategy is often seen by creative individuals as an interpretation of several pieces of information regarding market items. Consumers with
a certain position in the communication might be utilised to establish advertising objectives (Kasali, 1992; Budiawan et al., 2017).

According to this industry research, television advertisements consistently outperformed other alternatives throughout the seven-year period
from 2010 to 2016. T.V.s have the highest scores and the biggest return on ad budget in terms of sales and awareness. To optimise their
marketing mix, they determine the optimal media mix across all channels based on their internal and external market circumstances and
performance objectives. Despite tremendous advancements in technology, new digital platforms, and shifts in consumer behaviour, television
remains the finest medium for delivering brand messaging to huge audiences (Marcos et al., 2016).


2.2.1 SOCIAL MARKETING AS A MEDIUM TO IMPROVING THE QUALITY OF LIFE


Social marketing is most effective when utilised to promote and sustain changes in healthy or socially responsible behaviour, to
boost programme participation, or to enhance consumer satisfaction with current offerings. The same method may be used to
community-level changes more broadly, encompassing lawmakers, the media, and other community institutions (Weinreich, 2011).

Social marketing is a kind of marketing that was developed specifically to address social concerns. Social marketing follows the
same ideas as traditional commercial marketing. Both are components of a persuasive communications campaign designed to
persuade audiences to adhere to social marketing's core purpose. By contrast, commercial marketing seeks financial benefit,
while social marketing seeks to influence the audience's behaviour, whether individuals or social groupings (Naima Khoiru Nisa,
2015).

According to Philip Kotler, Ned Roberto, and Nancy Lee in one‘s book Social marketing: Improving the Quality of Life, social
marketing is the process of persuading a target adopter to voluntarily accept, refuse, modify, or abandon a behaviour in order to
generate individual, group, or community benefits. This is because the product in social marketing might be a novel concept or a
novel habit that was previously considered a social concern and was thus seldom employed by society. Societal marketing may
address a variety of social challenges, including improving health, prevention of accidents, and environmental preservation (Kotler
& Roberto, 2002; Naima Khoiru Nisa, 2015).

Social marketing refers to its target market as the adopter's target market. In social marketing, the marketer must persuade his
audience to "buy-in" to social marketing by adopting new behaviours without force, willingness, or self-awareness. This is the
most challenging problem in social marketing, since it is often the case that the social issue will be altered or become ingrained
in the target adopter. Accepting new behaviours, rejecting unpleasant behaviours, altering habits to improve, and leaving bad old
behaviours are all desired behavioural changes in social marketing (Naima Khoiru Nisa 2015).

Market research is also used in social marketing to determine segmentation, market goals, and positioning. Additionally, social
marketers establish objectives and goals. Following that, novice social marketers may use the 4P concept (Product, Price, Place,
and Promotion) to accomplish their objectives.

According to Philip Kotler and Ned Roberto (2002), social marketing has three primary aims, the first of which is the behavioural
objective, which helps to motivate the adopter to engage in new behaviour. The second is a knowledge aim, or acquiring new
information, and the third is a belief objective, or establishing faith in the campaign's new principles. To accomplish these three
primary objectives, a fair and effective communication strategy is required for each target audience of the adopter. Social marketers
often use television advertisements, public relations, sales promotions, and personal selling. While today's forms of promotion
have started to be combined into one, or what is often referred to as IMC (Integrated Marketing Communications), this trend has
been accelerated by the rise of internet usage as a component of promotion strategies (Naima Khoiru Nisa 2015).




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2.2.2 ADVERTISEMENT

PETRONAS, like every other firm, seeks to expand its customer base. As a consequence, they use a variety of marketing
methods to communicate with their clients and the wider public. PETRONAS' advertising strategy is based on emotional ads
(advertising that uses television as the medium). This suggests that PETRONAS has used advertising that often generate an
emotional milieu that entices viewers and elicits positive or negative emotions. Generally, individuals gravitate toward goods that
make them happy or even unhappy in certain circumstances. PETRONAS included one of their advertisements, PETRONAS
Advertisement: Raya 2006, which has been seen and uploaded to YouTube by a large number of people. Even those who see a
lot of PETRONAS ads express how much they appreciate them and how excited they are for the new ones. Petronas also develops
advertisements for every Malaysian festival, including the 49th Merdeka Day. PETRONAS also advertises its goods on billboards
and in publications. As you drive down the road, you will see enormous billboards promoting PETRONAS, which means that
everyone will learn about the company.

2.3 PERCEPTUAL VALUES

Advertising is a subjective evaluation of the relative worth or usability of advertising to clients (Ducoffe, 1995). Advertising's worth may
be assessed from both a business and consumer perspective. It's instructive to consider the value of advertising from the consumer's
perspective, since this provides a better grasp of how advertising works. Ducoffe (1995) examined ad likability and attitudes toward
advertising themes in further detail. Advertorial The study's objective was to ascertain the factors that influence the chance of a good result.
Consumers are more receptive to advertisements. As a consequence, advertising becomes more profitable.


2.4 CULTURE

Much of the prior research on cultural responses to advertising has concentrated on appeals to cultural values. Values serve as the foundation
for advertising appeals, since they should align with consumer values (Pollay, 1983). Advertising, the theory goes, is designed to influence
customers by appealing to their ideals. If advertising does not represent the values of the target audience, it may alienate them by diminishing
consumer identification with the firm. Because advertising is sometimes regarded as a response to a society's prevailing cultural values, this
is because culturally congruent representations are thought to be more successful than non-compatible appeals (Gupta & De, 2007;
Zhang&Gelb,1996).

According to McCracken (1986), in a consumer culture, cultural meaning varies by area. It moves from the culturally constructed
environment (everyday experience that is formed by one's culture's ideas and values) to consumer goods, and then from consumer products
to the individual consumer. Numerous things contribute to this trend, one of which is an advertising. Within the confines of a particular
commercial, advertising connects the consumer good with the culturally constructed reality. Cultural meaning includes the ideas, beliefs, and
values that determine how the world is constructed, evaluated, and understood. Cultural principles pervade all aspects of social life, including
commercial products, serving as guiding values for thinking and conduct (McCracken, 1986). Because commercials make use of the universal
cultural symbols necessary for communication, meanings are conveyed to a marketed product through advertising (Escalas &Bettman, 2005).
Advertisers choose these themes, which are then presented as advertising appeals in language and images in advertising campaigns (Pollay,
1986).

Cultural meanings are derived from the culturally produced reality, of which national cultures are an intrinsic part. To determine if and to
what degree advertising reflects culture, it is critical to assess the extent to which advertising meaning may be explained by cultural
frameworks that characterise national cultures.

2.5 AWARENESS

Because companies are coming in droves, all that is necessary is the confidence to deliver, to simply make it happen—through none other
than advertising, which builds a massive superstructure with an independent life and immense influence.

Advertising is a key cultural symbol system that shapes and reflects our lives. It is an inescapable part of life for everyone. Even if one
does not read a newspaper or watch television, it is difficult to escape the commercial images that saturate our surrounds, whether on
billboards, wall art, pop stuff, or even radio, which cut across all media yet are not confined to any.

Advertising has been the means of communication between the merchant and the customer. It is more than just informing people about goods
and services; it is an overt effort to convince people to act via the use of logic or emotion. Advertising does not end with the transmission of
information from seller to customer; it also affects and persuades individuals to act or hold a viewpoint. Advertising, as a component of the
promotion mix, is a component of the overall marketing mix, and it, like the other components, has an effect on product sales.



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