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2.6 EMOTIONS
Advertising is one of the most effective ways for emotionally influencing customers to purchase goods (Moore, 2004). Advertising's
objective is to increase brand recognition, preference, and product or service selection. Consumer attitudes regarding commercials are the
most powerful hypothesis in marketing and advertising research. Until the consumer's purchase intention is established, the consumer's views
regarding the Brand are impacted by the attitudes produced by the advertising (Goldsmith & Lafferty, 2002). Given that advertising's
objective is to foster a favourable attitude toward the Brand and advertising, a positive emotional reaction to a commercial may be the greatest
indicator of successful advertising (Goldsmith & Lafferty, 2002). That is why advertising's major objective is to encourage consumers to
acquire things and to build awareness (Bymolt, Claasen, & Brus, 1998). Another factor that contributes to good advertising eliciting
emotional reactions is the consumer's ability to remember the brand advertisement (Goldsmith & Lafferty, 2002).
The degree to which consumers make product-related judgments is determined by the relative relevance of brand memory, which might
result in brand awareness. (Goldsmith & Lafferty, 2002) Brand awareness aids recall advertising, providing it a competitive edge against
difficult-to-recall companies. When individuals have a favourable perception of commercials, they are more likely to recall them than when
they have a negative perception of them (Goldsmith & Lafferty, 2002). When distinguishing characteristics are connected with a brand, a
cue is created that aids in remembering the brand advertising and increases the chance of the brand being retrieved by any customer
(Romanuik & Sharp, 2004). Because emotional advertising enables people to convey their sentiments about a product, it is the most successful
kind of advertising (Brassington & Petitt, 2001).
2.7 HYPOTHESIS DEVELOPMENT
2.7.1 HYPOTHESIS 1
H 1: There is a relationship between audience emotions towards advertisement content
H 0: There is no relationship between audience emotions towards advertisement content
2.7.2 HYPOTHESIS 2
H 2: There is a relationship between perceptions values towards advertisement content
H 0: There is no relationship between audience emotions towards advertisement content
2.7.3 HYPOTHESIS 3
H 3: There is a relationship between audience emotions towards advertisement content
H 0: There is no relationship between audience emotions towards advertisement content
2.7.4 HYPOTHESIS 4
H 4: There is a relationship between audience emotions towards advertisement content
H 0: There is no relationship between audience emotions towards advertisement content
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2.3 RESEARCH FRAMEWORK MODEL
Figure 1: A research framework for the consumer behaviour towards Petronas festive advertisement among young adults
The research framework for this study is shown in Figure 1. For academic and business reasons, the function tests the links between the
independent and dependent variables. The framework for the factors in Figure 1 was adapted from Jaafar et al. (2012), who highlighted the
intrinsic, extrinsic, and consumer attitudes before making a purchase.
3.0 RESEARCH METHODOLOGY
3.1 INTRODUCTION
A research methodology is a systematic way for doing research. Sociologists conduct research using a variety of qualitative and quantitative
methods, including experiments, surveys, participant observation, and secondary data. Quantitative techniques are concerned with identifying
and quantifying traits and developing statistical models in order to test hypotheses and explain facts. Qualitative techniques strive to present a
comprehensive, complete description of observations, including the context of events and circumstances.
3.2 RESEARCH DESIGN
The study design is the overall strategy that a researcher use to integrate the several components of a study cohesively and logically, ensuring
that the researcher successfully tackles the research issue; it serves as the blueprint for data collecting, measurement, and analysis.
3.3 TYPE OF DATA
Quantitative approach may be ordinal or nominal in nature, while numerical data may be discrete (usually integer) or continuous in nature.
Discrete variables define qualitative data since they always have a limited number of alternative outcomes. Additionally, main and secondary
data are the two categories of information and their sources. Due to the researcher's desire to complete this research utilising both primary
and secondary data, this study incorporates both primary and secondary data.
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3.4 SAMPLING DESIGN
3.4.1 POPULATION
The target demographic for this study is 100 young people among residents of Kampung Baru Kl aged 20 to 30 years old and above.
The responses were chosen at random by the research.
3.4.2 SAMPLING SIZE
This study has a sample size of 100 participants, all of are residents in Kampung Baru, Kuala Lumpur. Prior to doing statistical
analyses on the raw data obtained from the survey, the information was preprocessed. Prior to analysis, all data had been edited,
coded, and statistically modified utilising a data preparation technique that comprised editing and coding. When the data is entered
by the researcher, and any required modifications are made, this process is completed. In compliance with this statement, a sample
of at least 100 participants is required for this study.
3.4.3 SAMPLING TECHNIQUES
When calculating the total population, sampling is a technique that involves looking at just a small number of items or segments
within a larger population. The sample approaches of probability sampling and non-probability sampling, according to Sekaran
(2003), are classified into two categories. In this study, the respondent was chosen by the researcher using a basic random selection
method. Based on the findings of Sekaran (2003), simple random selection assures that every person of the population has an equal
probability of being selected as a research subject. The participants in this research were young individuals who were live around
Kampung Baru Neighborhood . Also stated is that this convenience strategy had the least amount of bias and, as a result, had the
greatest generalizability. Each element in the population has a known and equal chance of being selected as a topic resource,
regardless of its size.
3.4.4 SAMPLING FRAME
Specifically, the sample frame is a list of the constituents of the population from which the sample is produced, as defined by Cooper,
D.R., and Schindler, P. S. (2008). The sample frame is a depiction of the various elements of the target population. It is made
consisting of a list of instructions or particular instructions for determining the target audience. The sample frame for this research
consists of 100 respondents who are live in Kampung Baru.
3.5 DATA COLLECTION
The study must gather data from 100 young people among students who seen the Petronas Festive Advertisement. Prior to administering
a series of surveys, each prospective respondent who agrees to participate is provided with a brief overview of the research through an
information page attached to the questionnaire.
This information sheet contains information on the research, the study's objective, and the survey's purpose. Additionally, respondents
who consented to participate in the survey were asked to sign a permission form. Within two weeks, 100 questionnaires were delivered
throughout the research region. Following that, data input started immediately after completed surveys were obtained.
3.6 DATA ANALYSIS
The research must follow several processes and procedures in order to assess the data acquired. This technique comprises transforming
all raw data to statistical analysis and then translating it to an easily understandable and analyzable format.
Additionally, the data are analysed using the Statistical Package for Social Science (SPSS) version 26. SPSS simplifies the process of
cleaning data and identifying logical errors. The pertinent analytic procedure employed during testing should be offered to bolster the
study's persuasiveness, especially the proposed hypothesis.
3.6.1 FREQUENCY ANALYSIS
As stated by Cooper, D.R., and Schindler, P. S. (2008), a frequency distribution is a logical collection of all possible values for a
variable that is well ordered. The data from all questionnaire items in this study was represented graphically by a frequency table,
a pie chart, and a bar chart, according to the research.
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3.6.2 DESCRIPTIVE ANALYSIS
Descriptive analysis is a type of analysis that sums up and evaluates some aspects of data collection, but it doesn't try to figure
out what the rest of the population looks like. It would be used to figure out the average of the data, especially for queries that used
an interval measurement model to figure out the average of the data.
3.6.3 RELIABILITY ANALYSIS
The research uses a reliability analysis to determine the reliable variable in order to conduct a correlation study. Additionally, it
permits the researcher to assess the dependability of each variables in this inquiry. Reliability refers to the degree to which a scale
produces consistent findings when repeated measurements are taken. The term "dependability analysis" refers to the process of
determining the reliability of a system. The degree of systematic fluctuation in a scale may be determined by measuring the correlation
between scores obtained from various scale applications, as reliability analysis does.
3.7 PILOT TEST
A pilot test is a brief preliminary study conducted to evaluate the feasibility of a proposed research study before it is conducted on a bigger
scale. The methodologies and procedures utilised in this less comprehensive investigation are, for the most part, identical to those used in
the more extensive study. A pilot study's principal objective is to ascertain the feasibility of the extended investigation that is planned.
Additionally, the pilot test may be used to identify the budget and sample size requirements for the more comprehensive inquiry. Pilot tests
are often referred to as pilot projects, pilot studies, feasibility studies, and pilot runs.
A brief preliminary study is conducted to assess the feasibility of a proposed research project before it is carried out on a bigger scale. The
methodologies and procedures utilised in this less comprehensive investigation are, for the most part, identical to those used in the more
extensive study. A pilot study's principal objective is to ascertain the feasibility of the extended investigation that is planned. Additionally,
the pilot test may be used to identify the budget and sample size requirements for the more comprehensive inquiry. Pilot tests are often
referred to as pilot projects, pilot studies, feasibility studies, and pilot runs. Thirty responders may utilise this research as a trial test.
3.8 HYPOTHESES TESTING
3.8.1 CORRELATION ANALYSIS
The link between the two variables was determined via the application of correlation. Pearson The correlation coefficient was used
to identify the relationships between variables. Cooper, D.R., and Schindler, P. S. (2008) describe correlation as the relationship
between two or more variables that move in lockstep with one another, with systematic changes in one following systematic change
in the other, according to their definition. It is possible to establish if two variables in a demographic are connected by using
correlation.
3.8.2 REGRESSION ANALYSIS
In regression analysis, simple and many predictions are utilised to predict Y from X data (Cooper, D.R. and Schindler,
P. S. 2008). It may be used to determine if the independent variables adequately explain the dependent variable's
variation and to determine whether there is a relationship. Additionally, it is used to determine the extent to which the
independent factors may explain the variation of the dependent variables. Multiple regression analysis is chosen by
the researcher. When the assumption of a multivariate normally distributed collection of independent variables with a
common variance-covariance matrix is broken, the regression approach should be more robust.
The following is a linear regression model:
µᵖ = β0 + β1χ1 + β2χ2+ β3χ3+β4χ4
3.9 SUMMARY
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This research surveyed 100 respondents to determine the components that contribute to the analysis of Petronas Festive Advertisement as an
audience emotion influence on young adults among Kampung Baru residents. Additionally, the researcher determines the sample size in this
study using simple random sampling. Thirty respondents were employed in the pilot test for the reliability test. Utilizing this basic random
selection strategy makes it easier to elicit responses to the questionnaire. Once collecting data among all questionnaires administered, the
researcher may do frequency distribution analysis, descriptive analysis, and reliability analysis on the collected data. Additionally, if the
researcher wishes to ascertain the existence of a relationship between the independent variables, he or she may use regression and correlation
analysis.
4.0 DATA ANALYSIS PLAN
4.1 INTRODUCTION
All data are taken from 100 surveys sent randomly through Google form and WhatsApp application, and the analysis of the findings is
provided in the next part in the form of tables. The Statistical Package for Social Sciences (SPSS) software was used to analyse the
respondents' responses. The data indicate that respondents are capable of responding to all research questions, therefore accomplishing the
study's goals. Additionally, the results indicate whether the hypotheses will be evaluated.
4.2 DESCRIPTIVE ANALYSIS
Table 4.2: Descriptive analysis
Descriptive Statistics
N Minimum Maximum Mean Std. Deviation
Audience emotion 1
100 5 .69 .114
Perception values 100 1 5
.57 .048
Attitude 100 1 5 .42 .084
Culture 100 1 5 .44 .183
Advertisement content 100 1 5 .32 .058
Valid N (listwise) 100
In table 4.2, As mentioned before, the data for each variable is summarised. The audience emotion variable has a mean of 0.67. The standard
deviation of audience feeling is 0.114. Audience emotion has a minimum score of one, while both variables have a maximum value of five.
It has a mean score of 0.57, a minimum score of 1, and a maximum score of 5. Perception value has a standard deviation of 0.048. It has a
mean value of 0.42 with a range of 1 to 5. Attitude has a standard deviation of 0.084.
Following that is culture, which has a mean of 0.44 and a range of 1 to 5. E-culture has a standard deviation of 0.183. Finally, there is
advertising material. The advertising content variable has a mean of 0.32. The standard deviation for commercial material is 0.058, while the
standard deviation for non-advertising content is 0.058. The following table summarises the descriptive analysis's findings.
4.3 RELIABILITY ANALYSIS FOR EACH VARIABLE
4.3.1 Pretest
Table 4.3: Preliminary test
Variable No of items Cronbach’s Alpha Remarks*
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Audience emotion 5 0.709 Moderate
Perception values 5 0.727 Moderate
Attitude 5 0.619 Moderate
Culture 5 0.732 Moderate
Advertisement content 5 0.721 Moderate
According to Robert & Richard (2008)'s outcome indicator, all variables utilised in this preliminary test had a coefficient size of 0.7 to
0.79. As a result, with 30 sample sizes, it has a reasonable alpha coefficient size for all independent and dependent variables.
4.3.2 Actual Survey
The result of Cronbach’s Alpha or reliability for each variable is shown in table 4.3 below.
Table 4.4: Reliability analysis (Actual Survey)
Variable No of items Cronbach’s Alpha Remarks*
Audience emotion 5 0.817 Good
Perception values 5 0.873 Good
Attitude 5 0.825 Good
Culture 5 0.851 Good
Audience emotion 5 0.809 Good
Table 4.4 Cronbach's Alpha or reliability values for each variable in this research. For perception values, a Cronbach's Alpha of 0.901 is
used. It demonstrates that when 0.873>0.7, the questionnaire is optimal for determining the perceptual values of independent variables.
Cronbach's Alpha for culture is 0.851, which indicates that 0.851>0.7; the questionnaire is optimal and appropriate for independent variable,
culture.
Following that, the attitude component has a Cronbach's Alpha of 0.825; hence, 0.825>0.7 indicates that the questionnaire is appropriate
for independent variables, attitude. As a result, audience emotion has a Cronbach's Alpha of 0.817. It demonstrates that the questionnaire,
0.8170.7, is appropriate for audience emotion.
5.0 DISCUSSION, CONCLUSION & RECOMMENDATIONS
5.1 Practical implications
The value of these major criteria was assessed from the customers' viewpoint in this review study based on current research to determine
confirmation of expectation and enjoyment. The study's authors acquired secondary data by searching Google Scholars, Springer Link,
Research Gate, Wiley, Science Direct, Taylor & Francis, JSTOR, Emerald, and Scopus, among other online database sources.
5.2 Recommendation
To entice consumers to purchase or repurchase technology, focus on developing Points of Experience rather than Points of Sale. Consumers'
brand equity and repurchase choices are influenced by the sensorial, intellectual, emotional, and social components of new offerings; hence,
focusing on developing a product of exceptional quality is critical. Customers are loyal to incumbents, and some are hesitant to purchase the
newest models and technology. As a consequence, initiating brand equity-building measures may boost repurchase intent. Consumers buy
technology in order to raise their esteem, glory, and adoration in a social environment, and communication strategies focused on brand
positioning may assist in successful brand positioning.
5.3 Recommendation
This study explored the effects of branding factors such as brand experience, brand equity, and brand concern on repurchase intention. The
objective was to augment the expectancy value model with experience and equity components in order to increase its explanatory power and
test for the existence of loyalty with incumbent devices.
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It demonstrates that all independent factors, including audience emotion, perceptual values, attitude, and culture, have a significant value of
0.05; moreover, they have significant values and correlations with the dependent variable, commercial content. As a result, all variables
accept H1, H2, and H3 and reject H0 (H null).
Hypothesis Statement Accept/Reject
H1 There is a significant relationship between audience Accept H1, Reject H0
emotions towards advertisement.
H2 There is a significant relationship between perception values Accept H2, Reject H0
towards advertisement.
H3 There is a significant relationship between attitude towards Accept H3, Reject H0
advertisement.
H4 There is a significant relationship between culture towards Accept H4, Reject H0
advertisement.
Self-reported survey data have validated the significant insights regarding consumer habits in the context of technology.
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2022
MARKETING MIX TO INCREASE THE BRAND
AWARENESS AND CUSTOMER SATISFACTION OF
JANNAHNOE EMPIRE SENDIRIAN BERHAD
FARAH ADIBAH, THOO AI CHIN
Azman Hashim International Business School, Universiti Teknologi Malaysia, Johor Bahru
*Corresponding author: [email protected]
ABSTRACT
During the Covid-19 pandemic, many companies slowly come to insolvency. As governments wrestle with new lockdown
measures to combat the virus's spread, national economies and businesses are counting the consequences. However, the retail
industry has come up with a good strategy that can attract customers to their new product. Mrs. Nurul Jannah as a founder of
JannahNoe Empire Sendirian Berhad was equally affected by the pandemic. Therefore, this study aimed to explore the factors
that drive brand awareness and customer satisfaction of JannahNoe Empire Sdn. Bhd. Previous studies have proved that the
4Ps (product, place, price, and promotion) can be an effective strategy to enhance brand awareness and customer satisfaction.
The qualitative method was conducted in this study. The population of the study was potential customers and existing customers
who had the experience to consume the products and services provided by JannahNoe Empire Sdn. Bhd. As such, a purposive
sampling technique was used. The interview was aimed to collect data about the factors that drive satisfaction and brand
awareness. A total of six participants were involved in the interview sessions. Based on the findings, this study put forward a
feedback result for JannahNoe to improve and increase their brand awareness and customer satisfaction of the apparel store’s
product and services. Finally, this study provides insights to other apparel stores on the effectiveness of the marketing mix
towards brand awareness and customer satisfaction.
Keywords: marketing mix, brand awareness, customer satisfaction, apparel store
■ 1.0 INTRODUCTION
Modest fashion is the one of popular product categories. Globally, modest fashion hits USD 283 million over in 2018 and
is estimated to reach USD 402 billion. Malaysia is a multi-racial country with a 61.3% Muslim population that has given a
huge market for modest fashion. Many Muslim women have become celebrities for hijab or fashion that they wear because
most customers are willing to buy luxury hijabs and brands. For example, Bawal Exclusive and dUCK scarves are local
Malaysian brands. Thus far, the most expensive product that Bawal Exclusive sold was RM50,000 which is made from
Japanese textiles and full of Swarovski crystals. During Hari Raya season 2019, the custom-made Hijab was ordered and
purchased by many customers.
Moreover, Vivy Yusuf as an influencer and founder of Duck Scarves has launched a limited edition that cost up to RM800
and is full of Swarovski-studded in Miss Universe events. In addition, the item had sold out over RM1 million in 2018 during
the brand launched was in 2014. Muslim customers are willing to spend on quality material outside of Malaysia. Modest
fashion is getting popular in Malaysia. Besides, the brand sells hijabs, MimpiKita and ShawlPublika are popular modest fashion
in the Muslim community. The products they sell must meet the criteria to cover the whole body so the modest fashion brand
will innovate with patterns that are ongoing with the trend.
The evolution of modest fashion globally has presented women with many alternatives of various products that followed
by Islamic Shariah (Waringer, 2015). With the current situation of the modern market economy, modest fashion cannot just
focus on current products. A firm must create new and innovative products that can try striving the best growing on the key
aspect of viability probably occurs in future like a pandemic of Covid-19. Marketing strategy using 4Ps (product, price, place,
and promotion) is one of the strategies used by major companies of modest Muslim fashion.
Previously, a big player like Padini, Bonia, H&M, and sports retailers was contingent on the expansion plan of the
department store to enlarge their businesses. But nowadays Padini can produce its own product and mostly are from Vincci,
Vincci Accessories, Tizio, Padini Authentics, PDI, Padini, Seed, Miki, and P&Co. All of these company are operating under
three types of retail stores which are standing alone stores or independent retail stores, shipment counters in department stores
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and franchise. Surprisingly, the group also had launched their private multi-brand specialty store called Padini Concept Store.
Nowadays, the young generation is more focused on fashion and personal image. So, for this character of customer, shopping
is the activities that can be a hobby or pleasure activities so they feel entertain and can escape from stress work whole day.
The case study of JannahNoe product categories includes women’s clothing, hijabs, casual wear, men’s and kids
collection, and bride series which can meet the needs of all seasons and women. The design is simple but still feminine and
elegant. The color JannahNoe used is pastel color. Furthermore, JannahNoe’s target market customer group is a young female
and family customers. A reasonable price and affordability is a strategy to attract young customers. The usual customer liked
to compare the designed brand with other competitors.
For the place strategy, offline location is the first open physical store in Bandar Baru Uda, Johor Bahru, followed by
Bandar Baru Bangi, Bangi Sentral, Kota Bharu Mall, and Austin Terengganu. But the Terengganu JannahNoe was closed due
to limited visitors and natural disasters like floods. Meanwhile, the JannahNoe website is used for a customer who wants to
buy online. The official website is named jannahnoe.com is to engage with customers who like to survey the design of the
products. JannahNoe brand applied the online platform to obtain more new customers and fan circles through celebrities, fan
groups, and others for better profits.
■ 1.1 DESCRIPTION OF CASE AND PROBLEM STATEMENT
“Simple yet exquisite and exclusive”. This is JannahNoe’s slogan to create a flawless collection for pastel lovers.
JannahNoe is one of the pioneer fashion boutiques selling plain and pastel collections in Malaysia and the brand is well
recognized in Malaysia and Singapore.
In its early days of business, JannahNoe sold its line of clothing on well-known online clothing stores such as
FashionValet, Gondola 31, and Bajoo’. In 2017, the company finally developed its online store website where customers can
online shop directly from the store. The customers can even sign up for an account on the website to make future purchases
faster. For now, customers can make payments via credit card, Internet banking, Web cash, Hoolah installment payments,
and bank transfer. In 2017, JannahNoe finally opened its first physical store in Johor Bahru, Johor. The business continues
to boom and opens more boutiques in Selangor, Terengganu, and Kelantan. Unfortunately, the 2017 flash flood in Kuala
Nerus, Terengganu had forced the company to shut down the operation in that state.
Now, JannahNoe is facing low customer satisfaction. The components of 4Ps as a marketing mix which is place,
product, price, and promotion are the fundamental marketing strategy to increase customer satisfaction. The low customer
satisfaction could be caused by the less effectiveness of its 4Pstrategy. Evidently, product, price, place, and promotion, the
marketing mix is an important part of an effective marketing plan. The four marketing mix factors may have a favourable
impact on consumer satisfaction (Wantara & Tambrin, 2019).
This is because effective marketing mix plan allows firms to target their market, determine where the product
should be distributed, and what the benefits of purchasing its products are, to meet and exceed customer expectations (Koontz,
2004). In addition, the lack of brand awareness can be another problem faced by the company. Many customers are not fully
recognizing or ever heard of the brand even though the branches of JannahNoe are operating in popular areas such as Bandar
Baru Uda, Bangi, and Kota Bharu Mall. As such, this study aims to explore the factors that drive brand awareness and
customer satisfaction of JannahNoe Empire Sdn. Bhd.
■ 1.2 RESEARCH QUESTIONS
This study listed four main research questions:
RQ1: What are the factors to drive brand awareness and customer satisfaction of JannahNoe Empire Sdn Bhd?
RQ2: What are the marketing mix strategies can be used to increase the brnad awareness and customer satisfaction of
JannahNoe Empire Sdn Bhd?
RQ3: Do the proposed marketing mix effective to increase the brand awareness and customer satisfaction of JannahNoe
Empire Sdn Bhd?
■ 1.3 RESEARCH OBJECTIVES
This study has listed four main objectives:
RO1: To examine the factors to drive customer satisfaction and brand awareness of JannahNoe Empire Sdn Bhd.
RO2: To investigate what marketing mix strategies can be used to increase the brand awareness and customer satisfaction of
JannahNoe Empire Sdn Bhd.
RO3: To investigate the effectiveness of the marketing mix to increase the customer satisfaction and brand awareness.
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■ 2.0 LITERATURE REVIEW
2.1 MARKETING MIX
The marketing mix is defined as a tool used by a company to continue achieving marketing objectives (Ohrabi et al.,
2017). The marketing mix is one of the essential roots of marketing performance. For example, Hanaysha (2017) highlighted
that customer retention in the retail industry is influenced by selecting marketing mix elements such as store location, store
image, price, advertising, and distribution intensity. A marketing mix is a combination of action and results between
expectation goals from the company and meets the customer needs (Isoraite, 2016). Also, it is a combination of different
marketing mixes being applied by a company to sell its products and service (Singh, 2012; Pranulis, 2012).
According to Badi et al. (2015), the marketing mix includes creating, communicating, and delivering value (wishes,
needs, and wants) of the customer for profit by selling its product and services. Marketing mix has two vital advantages
which firstly, it is a measuring tool to monitor the work of marketing manager use for benefit (competitive advantage) using
marketing mix elements for customer satisfaction. However, marketing mix concludes the decision that the manager has to
do to make its product and services meet customer needs (Thabit, 2018). Al - Badi (2018) defined a marketing mix as a set
of values in customers' minds that could generate relationships with customers as well as provide benefits to the organization.
Many studies use marketing mix for different industries such as a hotel (Tinakhat, 2021), café or restaurant (Erlina
& Hermawan, 2021), retail store (Hanaysha, 2017), aviation (Wang, 2021), and travel agencies (Othman et al., 2020). For
the hotel industry, Das et al. (2017) found the factors that influence customer satisfaction and service quality in the hotel
industry include affordable price, food quality, and friendly staff. Hence, many researchers found that a marketing mix plan
is essential for companies or organizations to use existing resources to continuously connect with their customer’s needs
(Pride et al., 2010). Therefore, firms should use good marketing mix elements to sustain in their target market.
According to Singh (2021), the factors of increasing the customer behavior towards many services depend on how
the hospitality industry makes marketing mix important tools for them. As highlighted by Kiatsongchai and Choibamroong
(2014), the marketing mix strategy is a vital tool for the boutique hotel industry to enhance the awareness of a brand value.
The boutique hotel industry uses distinct style design and reasonable price of room rates and frequent social media interaction
to attain potential customers.
The marketing mix is important for companies to enhance customer satisfaction and customer loyalty such as the
café or restaurant industry (Vaitone & Skackauskiene, 2020). Businesses must implement the marketing mix strategy very
well to increase the profitability of a company (Supriyanto & Taali, 2018). Also, marketing mix elements of place, product,
promotion (Tjan, 2015) people, and physical evidence (Marcelina, 2017) influence customer loyalty and buyer decision in
Surabaya. All the activities that synchronize with marketing mix elements will be applied and have a positive effect on the
financial and operation of the café/ restaurant industries (Milan, 2020).
Kotler and Armstrong (2010) defined a marketing mix as a tool that can be applied to the organization to attain the
marketing goals. Also, marketing mix is a factor that will guide and instruct the business master plan and point out which
marketing strategy is more influenced to the retail industry (Pourdehghan, 2015). As stated by Kim and Hyun (2011), seven
elements of the marketing mix can be in practice, but five elements only used by the retail industry which is advertising,
distribution intensity, price, store image, and store location. All these factors could influence customer behavior and retention.
Airline industries implemented several marketing mixes to meet their target market demand. Seven elements of the
marketing mix used by airlines services are product, place, price, promotion, people, process, and physical evidence. During
an economic crisis, most companies must change and rebuild their marketing strategies to make sure that they remain
competitive in the market (Muninarayanappa & Ravikumar, 2014).
Abdelhady et al. (2018) found that promotion could influence the passenger’s decision to choose the option of the
airline company that connects with their preference such as a comfortable seat and affordable price to board pleasingly. Also,
Wang (2021) expressed that the efficiency of the company’s technique in customer service can affect the marketing mix
strategy's effectiveness towards the airline industry. Raewf et al. (2018) found that organizations may apply the marketing mix
to influence the customer’s response and satisfaction. Also, an organization used marketing mix strategies to grasp the target
customer’s mind but depended on the goal of the organization and marketing purposes.
Othman et al. (2020) found the customer satisfaction and customer loyalty of Umrah travel agents in Malaysia can
be affected by the service marketing mix. Also, the study examined that long-term relationships can be maintained with the
customer if they used marketing mix strategies of 7P’s combination of 4P. Through the traditional marketing mix, the service
marketing mix can elaborate into 7P’s which is known as service/product, price, promotion, place, people, process, and physical
evidence (Aras et al., 2017). A firm that is established and uses a systematic approach (the combination of marketing mix
element) product, place, price, the promotion will obtain an effective impact on customers (Rad & Akbari, 2014).
2.1.1 PRODUCT STRATEGY
Product or services can be defined as anything that can be offered to the market for use, own, action to please the
needs and wants of the customer (Sudari et al., 2019). Consequently, it is important of service value for customers’
preferences (Kushwaha & Agrawal, 2015). Product is a physical product or service to be consumed by customers who are
willing to buy (Singh 2016). Dang (2015) stated that the opening marketing element is product strategy. Kotler and Armstrong
(2013) emphasized that the product element can be presented to the market, to get recognition, consume, and fulfill the
demand and requirement of customers.
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Furthermore, Raewf (2021) identified that the quality and availability of products are more important for consumers
than other factors during untypical situations. On the other hand, Turri et al. (2021) described that the quality of the product
is the main role in sales and has a positive impact on consumer behavior during a pandemic. Buying products using online
stores and delivering products at the right time to the place where the consumer is will encourage the customer for repeated
purchases (Alfonso et al., 2021). Therefore, many studies use product strategy in the marketing mix for different industries
such as hospitality (Thwala & Slabbert, 2018), retail store (Kukanja et al., 2016), aviation (Alipour et al. 2015), sports
(Branded, 2016) and travel agencies (Citra Dewi, 2019).
Product strategy for tourism strategy can be related as anything that can be presented as recognition, attentiveness,
or consumption to meet the needs and wants of the customer. As stated by Bharqar (2017), the product can be described as
a tool that will make a bunch of requirements to consumers. Physical or non-physical, can be tangible or intangible are the
character of tourism product strategy (Thwala & Slabbert, 2018) and can be target landing place or tours like attraction,
entertaining, interesting places, or hotel (Salman et al., 2017).
Product is a vital element of tourism marketing mix strategy (Kotler et al., 2014). Moreover, the tourism industry
will depend on product strategy elements to be successful or fail (Dewi, 2019). In the product strategy of Umrah travel, the
product includes an overall service offered for the loyalty of travelers and customers by tourism organizations (Fiaza &
Shukor, 2016). Generally, the product can be defined as anything which can be introduced to the market as an asset,
deliberation, and employment that could fulfill the needs and wants of the customer (Kotler et al., 2015).
As stated by Eid and Elgohary (2015), travel services have a significant relationship with customer loyalty when
they are particularly active in travel and spiritual travel services. So, many organizations use their facilities such as a comfort
residence, convention space, restaurant, swimming pools, and sports center as their product element (Thwala & Slabbert,
2018). Furthermore, the product can be presented with the product and services that are significant for the fulfillment of
customer needs, customer satisfaction, and repeat purchase. Additionally, products that include designing with distinctive
features and ease of operate could obtain a competitive advantage (Thwala & Slabbert, 2018).
As stated by Kukanja et al. (2016), product mix can be defined as product type, quality, designing, perfection,
brand name, packaging, proportions, product or services, guarantee, and substitute. According to Gbolagade et al. (2013),
product strategy has a positive effect on business performance. Also, Mustapha (2013) described that the product element is
the physical image of the product, packaging, and labeling figures that can have an impact on the customer behavior either
the customer will recognize a product in-store or survey or buy it.
According to Muninarayanappa and Ravikumar (2014), focusing on product details and quality is more profitable
in the aviation industry. Alipour et al. (2015) described that the product element in the marketing mix is a major aspect in the
aviation industry. The services, goods, ideas, or what product organization is represented can be used as product strategy
(Rajagopal, 2016). For service products, it can be a similar function with the physical product but is limited in measurement.
Services cannot measure equivalent to physical products (Kadhim et al., 2016).
Product is produced based on the demand of the customer for the product. Brands, quality, cleanliness, packaging
design, a standard measurement of product, toughness, and raw materials are examples of sub-variables which are like
products or services that are sold to the customer as product elements for the restaurant industry (Thomyachati, 2012).
According to Nadiri et al. (2013), customers will choose the right product, that can fulfill their satisfaction, desires, and needs.
To attract customers to repeat buying a product or have a positive experience with the services or goods, product strategy
must always satisfy the desire of customers and get them to become loyal customers.
As stated by Branded (2016), define that product strategy for sport industry is spread and persuade a customer that
product or services will give fulfilment towards customer’s desire and needs. However, the slogan like “satisfaction or your
money back” can be explained on how satisfied of customer is the key part for evaluate the feedbacks after consume the
product and services offered by company.
2.1.2 PRICE STRATEGY
Kotler and Armstrong (2013) stated that price is the amount of money to pay for a product or service or benefit
from the interchange to help customers experience consuming the product or services for a certain amount. A fair assessment
of the product includes price elements, for example, a reasonable price for a quality product (Ehmke et al., 2016). Indeed,
Singh (2012) stated that pricing is a vital decision in the marketing mix. Malelak (2021) that the element price of the
marketing mix has a positive and significant relationship with customer satisfaction.
Many studies found that price strategy in marketing mix was used for different industries such as retail stores
(Ramirez et al., 2014), aviation (Mohammad, 2015), sports (Alqahtani, 2020) and travel agency (Shaw & James, 2020).
According to Singh (2016), price strategy is affected by the cost of a product, marketing techniques, and cost that is connected
with the distribution, advertising cost, or price changes in the nature of the market. Price strategy in the tourism industry will
be more difficult to set the price of the service than the product because it is intangible and may be measured by the quality
of services only (Tinakhat, 2021). In the tourism industry, price is defined as interchange money between tourists and service
providers for fulfilling the needs of products or services (Shaw & James, 2020).
Next, the value of a product is representing the price strategy (Dewi & Wardani, 2019; Ampountolas et al., 2020)
and could lead to an increase in organizational profitability (Abrate et al., 2019). Customers will focus on price more than
other marketing mix elements when making buying decisions (Vives & Jacob, 2019). Hence, costs, market demand, and the
company will be a factor of changes in price strategy (Taylor, 2020). For price strategy, the organization will implement a
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few approaches such as cost-based, company-based, demand-based, and equity pricing (Moro et al., 2018). Pricing is a vital
element of the marketing mix that influences the success of the airline industry (Mohammad, 2015). Methods that aviation
always used to attract and maintain customers will affect success or failure using suitable pricing techniques
(Muninarayanappa & Ravikumar, 2014). Price is the main factor to be considered by customer behavior (Muralidharan et al.,
2014).
According to Ramirez et al. (2014), price strategy in the retail industry can be defined as essential tools for selling
a product or service to the customer. Mahmood and Khan (2014) added that customer past purchase experience is influenced
by the repurchase decision from the service provider in terms of value for money. Clearly, the price element in the marketing
mix is the main role to determine customer retention and satisfaction. The price of the product will be determined if the
product is available to be presented in the market (Bastian et al., 2021). In the retail industry, the decision of price will affect
the volume of production that will be offered to the market. So, it will be an opposite connection which the increases in price
will make the sales decline (Ellitan, 2021).
Moreover, four factors that affect in pricing strategies of sport industry is customer, company, competitor, and
climate (Alqahtani, 2016). However, consumer will focus on product quality, refund policy, customer service, and warranty.
Having said that, all of these will be an evaluation scope before purchase or consume the product or services. Generally, the
connection between higher of the value or price offered from company, the more do research or investigate by customer
about the brand or product. All of the factor must be always observe in order to make a better decision making for both parties
which is create positive emotion of customer, can make organization success. (Pitts & Stotlar, 2013).
2.1.3 PLACE STRATEGY
A place can be called distribution, which can be described as tools, techniques, actions by product or services that
reached the customer (Martin, 2014). Companies need to grow a proper marketing channel to match with company’s
objective. The organization usually allocate two typical distribution channels which are direct and indirect marketing channel
(Dang, 2015). Many studies applied place strategy in the marketing mix for different industries such as retail stores (Kanoga,
2016), aviation (Rajagopal, 2016), sports (Alqahtani, 2020), and travel agencies (Azimi et al., 2018).
In the retail industry, the place can be described as a process where organizations determine the location of their
store or warehouse and the number of stores that are closer to the shoppers (Kanoga, 2016). Alipour et al. (2018) explained
that place includes how to order goods be processed, where storage is located, how many preparations should be prepared,
and how goods should be handled and transported is the decision for physical distribution that should be considered.
Place strategy in aviation firms is connected to perform with ease and carry the products smoothly from retailers
to consumers so that they can use them as needed. Asgharpoour (2012) stated that the place element in the marketing mix is
to supply the accommodation for consumers or offer an easy approach to carry a product. So, the study found that the
distribution (place) strategy had a positive effect on customer satisfaction.
In the tourism industry, most organizations use direct and indirect, traditional and modern, as well as online and
offline channels (Kotler et al., 2014). Tourism providing full commitment for the carriage, promotion and selling of products
and services to their target market is a part of the distribution. Meanwhile, the promotion and delivery of the product are
given to travel agents as intermediaries, both online and offline is part of the indirect distribution (Dolasinki, 2019). The
tourism industry should deliver which are the right product or services at the right time and right place, using the right channel
to enhance the performance of the businesses (Azimi et al., 2018).
Moreover, place in sport industry like to called as distribution. Distribution defined as a process from one
destination to the customer and gained the product. As a sport industry, the organization has to think how product or services
could be distribute from manufacturer or producer to the customer. So, the whole process involved all connection in each
distribution and how much the cost of the process. For example, place channel like sport complex, sporting goods, retailer,
direct sales, vendors, ticket retailers and brokers, internet and subscription (Alqahtani, 2020).
2.1.4 PROMOTION STRATEGY
Al-Qarni et al. (2013) defined that this promotion strategy of the marketing mix must be effective to motivate
customers for the purchase. Advertising is a strong element of the promotion mix which is to make and evolve the image of
the product in a market zone. Almuhrzi and Alsawafi (2017) stated that promotion strategy has a significant effect on
customer loyalty. Now, many studies use promotion strategy in the marketing mix for different industries such as retail stores
(Ellitan, 2021), aviation (Muninarayanappa & Ravikumar, 2014), sports (Alqahtani, 2020), and travel agencies (Ather &
Yusuf, 2020).
In aviation businesses, advertising the services through print and electronic media, the Internet, and other
approaches including sponsoring events and exhibitions were used by most international airlines over the world
(Muninarayanappa & Ravikumar, 2014). This study described that promotion is one of the elements in the marketing mix
that influences customer decision-making (Hady et al., 2018). Also, travel agencies merge with the aviation industry to assist
and provide better services for their customers. This means that travel agencies will use advertising together with the airline
business.
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Moreover, promotion is an experiment to communicate and recognize the product or services to customers as well
as convince them to buy for making profits (Sihite et al., 2015). The organization always uses promotion elements as a strong
aspect of the marketing mix in their strategy planning like doing personal selling, public relations, and direct marketing
approach (Kadhim et al., 2016). Promotion is a strong element for retail organizations that could present, convince, and evoke
in the mind of the customer in the market of organizations or its products. Promotions should deliver the value that customers
will experience when consuming the product, not only the attributes (Ellitan, 2021). Sales promotion is one of the strongest
elements in promotion strategy. Retail businesses mostly perform the activities through television, internet, brochures,
posters, and various promotions approach at the sales point, social network, public places, social networks like Facebook,
Instagram, Twitter, Youtube, and more as advertising tools in promotion element in the marketing mix. It is vital to lure a
new customer and keep the existing buyers (Isoraite, 2020). In fact, tools of promotion strategy can classify the details,
support the deal, and influence the buyers to make the decision to purchase goods or services (Isoraite, 2016).
Promotion strategy in the tourism industry is important as brand recognition to strengthen the relationship and trust
between a service provider and tourists (Ather & Yusuf, 2020). Also, promotions influence how tourists could snap up with
approaches of promotion like advertising, personal selling, sales promotion, or others by the tourism industry (Prihatin &
Syahnur, 2020).
Wahyoedi (2021) found that the promotion strategy of the marketing mix element has a positive relationship with
parents’ decision in selecting a primary school for their child. In contrast, Raewf (2021) discovered that during a pandemic,
advertisement has a negative relationship with consumer behavior. In support, Ferle and Steven (2006) found that there is a
negative relationship between promotions strategy and consumer behavior. Therefore, it is worth future investigation of
promotion effectiveness during the pandemic.
In sport industry, promotion strategy is all activities that will pursue at consumer’s impact towards buying decision
and behaviour. As a sport business, the promotion will classify into these channel such as marketing firm, advertising firm,
and company that is expert with supply promotion product such as flags, logo, t-shirt, bags, balloons, cups, mugs, hats, and
others.
2.2 BRAND AWARENESS
It is compulsory to build up brand equity with brand awareness (Kotler & Keller, 2016). Kotler and Keller (2016)
defined that brand awareness is influenced by the stability of brand information that enables marketers to estimate customers’
potential to recognize brands in different conditions. In fact, brand awareness is influenced by perceptions, tastes (Aaker,
2015), and buying decisions (Mathew et al., 2014). Customers are capable to identify the brand in various conditions when
the detections of brands in their minds are strong.
As stated by Severi et al. (2014), brand awareness can be measured in terms of brand equity. Word of mouth could
positively affect brand awareness. Mostly, the industry will implement social media as one of the effective ways to convey
and build a relationship with consumers to make a variety of brand identity and enhance brand awareness (So et al., 2017).
Now, many studies use brand awareness as a strategy to meet the satisfaction of customers for different industries such as
retail (Nair, 2018), aviation (Richard & Zhang, 2012), banking (Zameer et al., 2015), and restaurant (Kuo et al., 2018).
In the airline industry, Seo and Park (2018) found that social media marketing significantly affects brand awareness
and brand image. The knowledge of customers about the specific brand can be a definition of brand awareness according to
Shabbir et al. (2017). Many researchers found that brand awareness significantly influences brand equity (Yazid, 2020),
brand loyalty (Wichailert, 2017), and brand attitude (Liu et al., 2017).
Tsimonis and Dimitriadis (2014) stated that brand awareness is one of the strong achievements of social media and
marketing strategy for the retail industry. Advertising can be used to create customer familiarity and enhance awareness
towards the brand by gaining information about the product (Gunawan & Dharmayanti, 2014). Similarly, Petty and Krosnick
(2014) agreed that brand awareness is a vital part of advertising potency.
Razak et al., (2019) defined brand awareness as a measurement that can determine how many potentials or
customers know the brand of Hyundai and Yamaha Motors as a part of the product category. The automotive industry using
this typical strategy in marketing and advertising can lead to increased brand awareness. Additionally, brand awareness is
the vital force for consumer decision-making, and it is existence always crossed the mind of customers (Foroudi et al., 2018).
Martins et al. (2019) stated that brand awareness can influence purchase intention in the fashion clothing industry. Also, Siali,
(2019) declared that a high level of brand awareness occurs when consumers make a decision process in low- involvement
situations.
As stated by Huerta-Alvarez, (2020), brand awareness and brand loyalty are vital factors in producing brand equity.
Also, brand awareness is an important element of brand knowledge and the first step of customer loyalty toward a particular
brand and is directly connected to brand loyalty (Hsu & Chen, 2018). According to Xu et al. (2016), brand awareness
positively affects the brand loyalty of hotel chains. Additionally, brand awareness can be the main factor of festival brand
loyalty. Essentially, the level of festival brand awareness increase could make the number of customers coming to the festival
destination (Kim et al., 2018).
For the hotel industry, brand awareness has a significant effect on customers’ options. Brand awareness is the vital
part of both concepts which are marketing and consumer behavior (Barreda, 2015). Brand plays a significant role in the
higher level of awareness (Martin, 2018). Brand awareness will be the stimulating factor in the hotel industry which is that
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higher brand awareness will increase the perception and brand equity (Harrington, 2017). For example, when customers
recognize the brand, they will promote the benefit to others and love to have a good relationship with the brand.
2.3 CUSTOMER SATISFACTION
Subramanian et al. (2014) described that repurchase intention is significant to customer satisfaction when
customers’ purchase experience comes with reliability and responsiveness of quality services of e-stores. According to
Qomariah (2016), customer satisfaction is defined as feedback and reaction by the customer after purchasing a product and
services. This implies that the customer feels happiness because the predictions have been met.
Now, many studies use customer satisfaction as an important evaluation in different industries such as automotive
(Razak et al., 2019), retail (Tsimonis & Dimitriadis, 2014), aviation (Shabbir et al., 2017), fashion (Foroudi et al., 2018),
tourism (Hsu & Chen, 2018), and hotel industry (Barreda, 2015). Nair (2018) defined customer satisfaction as a good sense
from the differentiation between the expectation of consummation needs and the perceived value that the customer has met.
Also, Chang et al. (2015) found that customer satisfaction has a significant effect on store attributes, conditions, and sales
employees. The relationship between service quality, customer satisfaction, and store attributes for a retail department store
is positively related (Yash Daultani, 2021).
Al-Karim (2019) stated that customer satisfaction is the evaluation of customers’ feelings between expectation and
the experience after consuming the product and services. As stated by Wantara and Tambrin (2019), a positive relationship
had found between price, loyalty, commitment, and customer satisfaction (Leninkumar, 2017). Customer satisfaction is
enhanced with upgrading performance at the same time (Cristea & Mocuta, 2018). Also, Nisar and Prabhakar (2017) found
that e-retailers should focus on both services and product quality to achieve a high level of customer satisfaction in online
businesses.
In the airline industry, Richard and Zhang (2012) defined that customer satisfaction with a travel agency will
enhance the customer affective commitment in airlines businesses. According to Karamata et al. (2017), the quality standard
and superiority is the benchmark in customer satisfaction in any organization. Also, Yao et al. (2019) stated that organizations
always struggle to recollect current customers using motivation and satisfaction, and those pleased customers could convey
their experience to new consumers via word of mouth.
In the banking industry, Zameer et al. (2015) described that customer satisfaction will help banks to implement
innovation into the services like ATM, mobile banking, branch networking, house financing, credit cards, personal financing,
and transfer electronic funds and paying bills online applications. Once the customers consume the services and identify the
experienced value high, they could sense a good comfort to the services and customer satisfaction will be influenced by the
buying making decisions directly (Raji & Zainal 2017).
However, Mahmoud et al. (2018) suggested that a combination of innovation and customer satisfaction is the better
way of developing the value for customers who consumed the product or services. Service innovation is vital for customer
satisfaction and brand equity. Moreover, Garvey (2016) stated that customer satisfaction is the end of the result of brand
equity which is supported by the satisfaction plus the benefit (Nam et al., 2011). In addition, customer feedback, brand
awareness, perceived quality, and brand association can be important factors of brand equity and customer satisfaction
(Rambocas, 2018).
According to Kuo et al. (2018), customers who are satisfied will repeat to buy the services and publicize the product
to others. Ha and Jang (2012) and Kuo et al. (2018) found that customers’ happiness and feedback are important elements of
customer satisfaction and loyalty. In the restaurant, customer satisfaction is the basic to business selection and victory (Ha &
Jang, 2010). Furthermore, Suhartanto et al. (2018) described that customer satisfaction is determined through physiological
and psychological in restaurant businesses.
■ 3.0 RESEARCH METHODOLOGY
3.1 POPULATION AND SAMPLING
Qualitative research aims to deepen understanding of whatever phenomenon it is. Data was collected through in-
depth interviews. The population of the study was potential customers and existing customers who had the experience to
consume the products and services provided by JannahNoe Empire Sdn. Bhd. As such, a purposive sampling technique was
used. The interview was aimed to collect data about the factors that drive satisfaction and brand awareness.
3.2 DATA COLLECTION
The qualitative study includes in depth knowledge of the social context that composes the design of the question,
and it is lifting the questions about the option of participants and data analysis (Chang & Ko, 2017). According to Butler and
Richardson (2016), interviews can be managed as well as the main survey to achieve a more comprehensive understanding
from participants. The participants were interviewed online for 30 minutes each session.
3.3 DATA ANALYSIS
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This study used thematic analysis for data collection. The data was collected from the participant's opinions and
feelings when purchasing products and services from JannahNoe. The qualitative data is important to use the marketing mix
to increase the brand awareness and customer satisfaction of JannahNoe. In thematic analysis, a combination of data interview
and theory is the analytical element. It is important to discover the regular themes and thoughts from more than one participant.
Moreover, Alhoijalan (2012) found that the theme is originated as the big volume of data and hard content is mandatory to
specify the connection between the amount of data obtained from different groups of people. Additionally, the thematic
analysis would be interpreted like graphic networks, display themes, and the relation between each theme shown as a clear
picture for readers (Walters, 2016). Braun and Clarke (2006) divided the thematic analysis into six steps which are:
Table 1: Thematic Analysis
Phase Clarification Illustration
❖ Acquaint with the data that Alter the data, redo and listen back to Read and listen many times to the
have been gained get acquainted with the data record of the data and interpret to
transcribe
❖ Coding the data and Discover the nice features of the data Take note of the data, mark using a
classifying the themes and take note to form a theme based on highlighter to identify the codes, gather
a repeated pattern of data. and match similar codes.
❖ Find the theme through code Merge the code into the wide level of The researcher can use visual
theme or sub-theme. presentation such as a mind map, table,
or jot down the codes on a piece of
paper and sort them in a similar group
for theme development
❖ Evaluating the chosen theme Re-value the theme that had been Re-value the theme whether it is
progressed. relevant or not. For example, two
different themes can be combined into
one theme.
❖ Naming and describing the Further, rectify the theme and examine Search the name for the theme that can
theme the data within it. give the reader a sense of what is theme
about.
❖ Arrange the report The researcher must scribble the data It is important that the report has
that is endorsed theme as evidence. objective and fascinating data across
the theme.
■ 4.0 FINDINGS
4.1 PROFILE OF RESPONDENT
There were 6 participants involved in the study. The participants were classified as new customers and existing customers who
purchase the products of JannahNoe. Table 2 shows that the four new customers meanwhile Table 3 shows the two loyal
customers.
Table 2: New Customer of JannahNoe
Participant Background
Participant 1N 25 years old and live in Johor Bahru, Johor.
Participant 2N 27 years old and live in Temerloh, Pahang.
Participant 3N 38 years old and live in Kluang, Johor.
Participant 4N 27 years old and live in Air Hitam , Johor
Table 3: Loyal Customer of JannahNoe
Participant Background
Participant 1L 32 years old and live in Batu Pahat, Johor.
Participant 2L 24 years old and live in Johor Bahru, Johor
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Key factors of brand awareness of JannahNoe Empire Sdn. Bhd.
4.1.1 Types of customers
“..I think I shop in JannahNoe once a while and have a warehouse sales on that time”. (Participant 1N)
“..I have bought the clothes first time in JannahNoe”. (Participant 2N)
“..first time buy clothing from JannahNoe for me and my kids” (Participant 3N)
“.. first time shopping a cloth from JannahNoe”. (Participant 4N)
Based on this interview, participants 1N, 2N, 3N, and 4N were new customers for JannahNoe for an offline and online
platform. Meanwhile, participant 1N gave feedback for the first time to purchase a product from JannahNoe even though the
participant recognized the brand a long time ago and willing to wait for sales promotion
“ I have bought two times from JannahNoe”. (Participant 1L)
“ I have bought four times from JannahNoe, First purchase was in Raya collection 2021, second time purchase for my
sister, thirdly, buy during defect sale and lastly during warehouse sale”. (Participant t 2L)
The two participants were attracted to repurchase after the first-time purchase. For example, participant 2L had purchased
four times in the same year for her family and herself.
4.1.2 Quality of product
“ Honestly, I feel not very comfortable with the product’s cutting pattern because the design is not loose or tight for me and
I am not satisfied with it. But, the quality of clothes is okay for me, and I think that JannahNoe become popular because of
the branding only.” (Participant 1N)
“For me, I think it is okay. Once I’m wearing the clothes, I feel very comfortable because the quality of the fabric makes me
pleasant to wear. I feel not sweat like wearing cloth with the other brand.” (Participant 1N)
Based on this interview, participant 1N was not satisfied with the cutting patterns of the design which was tight for the
body.
4.1.3 Promotion
“I know! The color of JannahNoe’s logo is turquoise.” (Participant 1N)
“ The words were written JannahNoe (smile)” (Participant 3N)
“What is the color? Hmmm.. I forgot”. (Participant 3N)
Based on the feedback, the participants purchased the product without remembering the brand. This means that the promotion
element is not a key factor for participants 3N and 1L meanwhile the other participants remembered and loved to know the
brand personality as a key factor.
4.1.4 The offline and online platform to purchase the product of JannahNoe
“ I had bought through a walk into JannahNoe’s warehouse because they have a warehouse sale on that time.” (Participant
1N)
“Okay aaa...I think I know where I bought the product of JannahNoe and actually a long time ago I buy it, I‘m actually not
very remember… but I remember now, I purchase the product in the month of Dec 2016 if I’m not mistaken. I shop to Mood
Republic at PWTC and Mood Republic is the first place I’ve started recognizing the brand of JannahNoe on that time.”
(Participant 2N)
“I’d buy through the personal shopper.” (Participant 3N)
Based on the feedback, this interview was concluded that 3 participants purchased the products via the personal shopper.
Meanwhile, another 2 participants had purchased the products by walk-in and through booth event (Mood Republic)
operating in Kuala Lumpur.
4.1.5 Reasonable Price
“I think the other brand also more quality of the fabrics more than JannahNoe. For the price aspect, other
brands are cheaper even though the quality is the same. (Participant 1N)
“If we look at the price element and the quality of the fabric it is very reasonable! So, actually.. the price.. for a pair of baju
kurung, I am not to say that I don’t care about the price, but if the price fit with the quality, I don’t care actually purchasing
with that price.” (Participant 2N)
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Participants 1N and 3N were not satisfied because the price is a little bit expensive and many other brands with the same
quality were cheaper than JannahNoe’s price offered. The other participants found that the price was reasonable and
suitable.
Key factors of customer satisfaction of JannahNoe Empire Sdn Bhd
4.1.6 Quality of product
“Good quality. JannahNoe’s product is fashionable and attracted to it” (Participant 3N)
“Not remember but the character of this fashion is like elegant.” (Participant 2N)
According to participants 3N, 4N, and 2N, JannahNoe’s product was fashionable, modern, and elegant. Meanwhile,
participants 4N, 1L, and 2L were satisfied with the quality, design, and cutting pattern of the product.
4.1.7 Advertising (promotion)
“ I always look at Instagram….JannahNoe is the one of the top brands in promotion at Instagram by pop up
advertising more than another brand”. (Participant 2N)
“I have followed the official Instagram of JannahNoe.”
“JannahNoe always update promotion each of product release.” (Participant 1L)
Only participant 4N followed the Instagram of the personal shopper of JannahNoe meanwhile the remaining participants
followed the official Instagram of JannahNoe. It shows that all participants like the promotion strategy of JannahNoe in
social media using an official platform or personal shopper.
4.1.8 Price
“Price and quality are suitable. It is reasonable! Because of good quality type of fabric.” (Participant 4N)
“ If the price offered with a good quality, it is reasonable” (Participant 2N)
Participant 3N described that sometimes the original price was high and participant 1N purchase the product on warehouse
sale. The remaining participants agreed with the price and product of JannahNoe offered was rational.
4.1.9 Offline and online platform (place)
“ I’d buy through personal shopper”.
“Because of fast respond, friendly and assist customer until the end” (Participant 1L)
“ Staff JannahNoe are very friendly, aggressive to attract customer until customer satisfied with the services.” (Participant
1N)
All participants were satisfied with the services and place of JannahNoe whether a walk-in, buying online with a personal
shopper, or booth event was very friendly and provided sufficient information to the customer.
Table 4: Theme development (Key factors of drive the brand awareness and customer satisfaction)
Major Theme Theme Second Coding
Quality (product) • Quality of design
• Quality of clothes
• Cutting pattern
• Fashion
Brand personality (promotion) • Instagram
Key factors of Brand Awareness • Word of mouth
• Recognize logo/brand
• Personal shopper
Offline or online (Place) • Booth event (Mood Republic)
Reasonable (price) • Raya Sales
• Defect sales
• Warehouse sales
• Reasonable
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Quality (product) • Good quality
Key factors of Customer Satisfaction • Elegant
• Modern
• Fashionable
Advertising (Promotion) • Always update Instagram
• Pop up advertising
Price • Reasonable price
• Variety payment option
Offline or Online (Place) • Staff friendly
• Fast respond
• Sufficient information
■ 5.0 INTERVENTION OR MARKETING STRATEGIES
The intervention was implemented in JannahNoe which is the job scope of Sales and Marketing department. In
addition, staff was requested to reach potential customers through the channels where customer would spend their time with
reading, searching, shopping, and socializing online. Besides, the task of staff also responsible for making sales, growing the
business, and remaining the regular customers via previously mentioned channels.
The methods and techniques used for online marketing and sales include email and social media such as Facebook,
Instagram, and WhatsApp Business. Moreover, update the sales promotion through social media every day is the effective
way to be engage with followers. This can be shows that the promotion is the key factor for enhancing the brand awareness
and customer satisfaction. Additionally, staff JannahNoe had to promote the products using direct selling through WhatsApp
broadcast and spread all the information about the products.
■ 6.0 DISCUSSION
Table 5: Percentage of key marketing mix strategies effect towards brand awareness
Major theme Theme Dialog Percentage
Brand awareness Product quality “Once I’m wearing the 6/6 x 100 = 100%
clothes I feel very
comfortable because the All participants agreed that
quality of fabric makes me product quality is the key
pleasant to wear it” factor to enhance brand
awareness
Promotion “I know! The color of 4/6 x 100 = 66.7%
JannahNoe’s logo is Two participants felt that
turquoise”
promotion is not a key
factor to enhance brand
awareness
Place “ I had buy through walk Offline & online:
in to JannahNoe’s
warehouse because they 3/6 x 100 = 50%
have a warehouse sale on Half of the participants
that time.” used offline and online
platform as place to
purchase the product and
all of them provided
positive feedback
Price “other brands are 4/6 x 100 = 66.7%
cheaper even though the
quality is same” 2 of the participants were
not satisfied with the price.
This shows that price is the
key factor of brand
awareness.
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Table 6: Percentage of key marketing mix strategies effect towards customer satisfaction
Major theme Theme Dialog Percentage
Customer Satisfaction Product quality “Good quality. JannahNoe’s 6/6 x 100 = 100%
product is fashionable and
attracted to it.” All of this participants agreed
that product quality is the key
factor of enhancing customer
satisfaction
Promotion I always look at 6/6 x 100 = 100%
Instagram….JannahNoe is the
one of top brand in promotion at All the participants loved the
that
Instagram by pop up advertising promotion strategy always
JannahNoe’s
more than other brand”.
advertised in social media. It
will enhance the customer
satisfaction.
Place “I’d buy through personal Offline & online:
shopper.” 3/6 x 100 = 50%
“Because of fast respond, Half of the participants used
friendly and assist customer
until the end” offline and online platform as
place to purchase the product
and all of them provided
positive feedback
Price “Price and quality are suitable. 4/6 x 100 = 66.7%
It is reasonable! Because of
good quality type of fabric.” 2 of the participants were not
satisfied with the price. This
shows that price is the key
factor of enhancing customer
satisfaction.
In conclusion, the key factor that can increase the brand awareness is product quality and then promotion and price
are second key factors. Lastly, place is the last key factor that would affect the brand awareness of JannahNoe’s company. It
shows that place strategy needs to be flexible using offline or online or can be both. Meanwhile the key factors for customer
satisfaction are product quality and promotion. Next, price strategy is important to attract more repeated purchase. The place
strategy should focus on offline or online or can be both. It is flexible and the company will gain more profitability if they
can implement the marketing mix effectively.
6.1 Research Implications
This study could assist JannahNoe’s company to evaluate and review the feedback of participants regarding the marketing
mix strategies that implemented before this. Therefore, the company could understand the impact of marketing mix strategies
on brand awareness and customer satisfaction. Findings shows that product quality and promotions are the key strategy for
brand awareness and customer satisfaction. However, product quality is the key factor to drive high brand awareness and
customer satisfaction, followed by promotion strategy through social media platform.
6.2 Research Limitations and Recommendation
There are some limitations in conducting this study. Firstly, the number of participants is limited with only 6 potential
and existing customers of JannahNoe. Secondly, the data collected from the interview session is limited to the scope of
marketing mix that was used by JannahNoe in enhancing the customer satisfaction and brand awareness. Thus, future
researchers can conduct other types of research design such as quantitative study. Lastly, the case study included one company.
It is recommended that future studies can be conducted at the other brands of retail companies and make comparison between
new and loyal customer.
■ 7.0 CONCLUSION
The promotion for JannahNoe in this study was directly related to the increased brand awareness and customer
satisfaction. Findings from this study discovered that product quality and promotion are the best key factors for JannahNoe.
Product quality can be determined as both key factor for brand awareness and customer satisfaction. However, place strategy
is concluded as least factor for brand awareness and customer satisfaction. Brand awareness through social media can be a
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good strategy to engage with customers and followers of Instagram and Facebook. These findings may help marketers, future
researchers, and the company to design effective marketing mix strategies to increase the brand awareness and customer
satisfaction. Therefore, improving and upgrading the marketing mix strategies can promote the brand into the new market for
higher level of customer satisfaction. In addition, the number of customers can be increased when product quality strategy and
promotions can be implemented effectively to increase the brand awareness and customer satisfaction.
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AHIBS UTM
THE IMPACT OF PRODUCT PACKAGING ON CUSTOMER’S PURCHASE
INTENTION: CASE STUDY OF HANZALA ENTERPRISE
Fatin Farhanah Binti Ramli, Nor Zafir Binti Md Salleh
Sekolah Perniagaan Antarabangsa Azman Hashim, Universiti Teknologi Malaysia, Johor Bahru
[email protected] , [email protected]
Abstract
Nowadays, people prefer something that catches their eye. Therefore, attractive product packaging will attract buyers. In the past, product
packaging was more focused on product safety, but now product packaging that meets the needs and requirements of customers will be more
popular in the market. This is because, customers love to judge visually before made the decision to purchase the product. The advantages of
attractive product packaging will increase customer purchase intention, will help customers to differentiate the product from other competitor’s
brand. That’s why the product packaging is now become more important. The aim of this study is to investigate the impact of product packaging
on customer’s purchase intention. This study was conducted using Descriptive Quantitative research design and using the non-probability sampling
technique. The respondent was selected from individuals who had purchase experience on Hanzala Enterprise. The questionnaire will be distributed
through Google Form. The target respondents for this study is 120 respondents and this study will use (SPSS) software to analysed the data. This
finding found that packaging colour and packaging graphics have strong significant relationship towards customer purchase intention This
research give useful insight to Hanzala Enterprise in order to increase customer purchase intention.
Keywordsi: Product packaging, Purchase intention, packaging colour, packaging graphics
Abstrak
Pada masa kini, pelanggan lebih suka sesuatu yang menarik perhatian mereka. Oleh itu, pembungkusan produk yang menarik akan menarik minat
pembeli. Dahulu, pembungkusan produk lebih tertumpu kepada keselamatan produk, tetapi kini pembungkusan produk yang memenuhi keperluan
dan kehendak pelanggan akan lebih popular di pasaran. Ini kerana, pelanggan suka menilai secara visual sebelum membuat keputusan untuk
membeli produk. Kelebihan pembungkusan produk yang menarik akan meningkatkan niat pembelian pelanggan, akan membantu pelanggan
membezakan produk daripada jenama pesaing lain. Itulah sebabnya pembungkusan produk kini menjadi lebih penting. Matlamat kajian ini adalah
untuk menyiasat kesan pembungkusan produk terhadap niat membeli pelanggan. Kajian ini dijalankan menggunakan reka bentuk kajian Deskriptif
Kuantitatif dan menggunakan teknik persampelan bukan kebarangkalian. Responden dipilih daripada individu yang mempunyai pengalaman
membeli di Hanzala Enterprise. Soal selidik akan diedarkan melalui “Google Form”. Sasaran responden kajian ini adalah seramai 120 orang
responden dan kajian ini akan menggunakan perisian (SPSS) untuk menganalisis data. Dapatan ini mendapati bahawa warna pembungkusan dan
grafik pembungkusan mempunyai hubungan signifikan yang kuat terhadap niat membeli pelanggan. Penyelidikan ini memberi gambaran berguna
kepada Hanzala Enterprise untuk meningkatkan niat membeli pelanggan.
Kata Kunci: pembungkusan produk, niat pembelian pelanggan, warna pembungkusan, grafik pembungkusan
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■ 1.0 INTRODUCTION
To remain in a competitive market, the company must successfully meet the needs and desires of consumers. Packaging
plays an important role in raising customers purchase intention. Attractive packaging not only gets a place in the eyes of consumers
but can also reduce promotion costs. According to Rundh (2005) stated product packaging can influence consumers’ attention and
intention to buy a certain product. Furthermore, customers will be more interested in product packaging that has a versatile/unique
design (Belleau et al 2007). In the other word, packaging that has a unique and versatile design will influence customers to choose
and buy the product rather than other similar products in the market.
According to Argo & White, 2012; Gómez et al., 2015, many businesses used 40% of selling price product to make good
product packaging. Based on the research by Proctor and Gamble stated that the customer decides to buy the product in a short
period of time by looking at the product packaging at the shelves. Thus, good product packaging is very important to attract potential
customers.
Good packaging is very important for customers to differentiate between similar products in a highly competitive market
(Rundh, 2009). The good product packaging will benefit the business such as increasing in sales, lower promotional cost and have
loyalty customers. Hence, the purpose of this study to investigate the factors of product packaging of Arasa shrimp paste such as
colour, material, graphic, size and shape will influence customer’s purchase intention.
1.1 Problem Statement
Nowadays, customer purchase desire is always change due to changing business environment. Thus, product packaging is
playing the main role. Before this, packaging is currently being use to protect the product, but nowadays packaging is playing the
important role to attract potential consumers to purchase the certain product (Raheem, Ahmad, Vishnu & Imamuddin, 2014). Many
company tends to use attractive packaging to increase their sales and also can reduce the promotional cost. A good packaging is
definitely help customer to identify the product. According Ahmad, Billoo & Lakhan (2012), packaging element have a positive
impact on customer purchases intention.
Based on the interview with Mr. Hanzala, the owner of Hanzala Enterprise, Hanzala Enterprise never do any improvement
of their shrimp paste packaging. The shrimp paste packaging is plain, not colourful, don’t have any graphic and also not attractive.
According to Ibojo and Olawepo (2015), product packaging can create the new brand image as well as help customer to choose a
particular product. According to Javed (2015), colour could catch customer’s intention to buy the product.
Moreover, based on the interview, Mr. Hanzala said that they get some complaint from their customers regarding the bad
packaging. Although this problem rare but as the owner of this business, Mr. Hanzala want the best for their customers. Thus, this
is important to carry out this study because Hanzala Enterprise have a problem regarding their shrimp paste packaging which is not
attractiveness, bad packaging and never do any improvement in terms of product packaging. By this study, Hanzala Enterprise can
increase their sales, attract their potential customers as well as increase customer purchase intention.
1.2 Research Questions
This study listed 4 main research questions:
RQ1: Does the impact of packaging color for Arasa shrimp paste influence customer’s purchase intention?
RQ2: Does the impact of packaging material for Arasa shrimp paste influence customer’s purchase intention?
RQ3: Does the impact of packaging graphics for Arasa shrimp paste influence customer’s purchase intention?
RQ4: Does the impact of packaging size and shape for Arasa shrimp paste influence customer’s purchase intention?
1.3 Research Objectives
The specific objectives were listed based on the statement research question:
RO1: To investigate the impact of packaging color for Arasa shrimp paste influence customer’s purchase intention.
RO2: To investigate the impact of packaging material for Arasa shrimp paste influence customer’s purchase intention
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RO3: To investigate the impact of packaging graphics for Arasa shrimp paste influence customer’s purchase intention
RO4: To investigate the impact of packaging size and shape for Arasa shrimp paste influence customer’s purchase intention
■ 2.0 LITERATURE REVIEW
2.1 Product Packaging
According to Raheem, Ahmad, Vishnu & Imamuddin, 2014, product packaging is used for product safety and promotional
purpose. Element of the product packaging have a positive impact on customer purchase intention (Ahmad, Billoo &
Lakhan, 2012). According to Raheem, Ahmad, Vishnu & Imamuddin (2014), customer always buy the product based on
their judgment of quality of the packaging as their process of decision making to purchase the product are lack of
consistency and rationality. Besides that, Rundh, (2007) also stated that packaging is an important tool for promoting
products as well as to gain customer purchase intention. According to Raheem, Ahmed, Vishnu & Imamuddin, (2014),
packaging element such as packaging color, design, and packaging quality also have a strong to influence customer purchase
intention. Moreover, packaging also can helps customers to differentiate the product from other homogenous product in the
market (Underwood, 2003; Silayoi, & Speece, 2007; Bagozzi, Yi & Baumgartner, 1990). Furthermore, according to Mueller
& Lockshin (2008), they found that there are strong association between product packaging, customer purchase indentation
as well as brand experience. The visual appeal of product packaging is also become a medium for marketing promotions
(Silayoi & Speece, 2007). According to Sehrawet & Kundu, (2007), when the customer purchases high involvement
products, they are more focused on packaging information and labelling while for low involvement products, consumer
purchase intention will depend on the packaging design of the product.
2.2 Customer’s Purchase Intention
According to Shah et al., (2012), purchase intention is the decision making that help customers in order to purchase a
product in the market. Purchase intention is defined when customers wish to buy a product in certain situation (Morinez et al.
2007). Customer’s purchase intention is very complicated process where customer’s is making decision based on their
perception of the specific product. According to Gogoi, (2013), consumer’s purchase intention is influence by internal and
external motivation. Customer’s purchase intention is based on the advantages and value of the certain product (Chi 2013).
Customer’s purchase intention is important to business in order to increase sales and gain customer loyalty. According to Yeo,
Lim, Goh and Tan (2015), customer’s purchase intention is the main factor for business to be sustain in the market.
2.3 Research Model and Hypothesis
2.3.1 Packaging Color
Different color will deliver different meaning. For example, green color will define as fresh, nature, relaxing. Red color
means hot, strong. Yellow color means cheerful. Black color indicate mystery, the power of authority and pink color means
soft. Nowadays, many customers’ will intend to purchase a product that have a colorful packaging or color that attract their
intention. According to Keller (2009), the color of product packaging is playing important role in order for customers to
purchase the product. Customers have different opinion regarding the color of the product packaging that will influence their
purchase intention. Based on previous research by Javed (2015) stated that packaging that have a good combination of color
will gain customers intention. The other previous study by Ali et al. (2015) stated that every color of the packaging delivered
different opinion and mood by customers. Besides that, the study by Ali et al. (2015) also stated that the role of packaging color
is to make customer remembered the product and differentiate from other competitor brand. Therefore, the right in choosing
the color for product packaging is important in order to create customer’s purchase intention. Based on this literature review,
the first hypothesis is:
H1: There is a significant positive relationship between packaging color of Arasa Shrimp Paste and customer purchase
intention.
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2.1.1 Packaging Material
According to Zekiri & Hasani, (2015), customers is more attracted to high quality products than low quality products. They
also stated that packaging materials will affect the customers buying behaviour and influence the customers purchase intention.
Furthermore, according to the previous research by Mutsikiwa & Marumbwa (2013), nowadays packaging material is not only
used to wrap the product but also for the purpose of upgrading the material in terms of quality and durability. Packaging material
is important to ensure product safety and prevent damage. Therefore, the second hypothesis tested in this study is:
H2: There is a significant positive relationship between packaging material of Arasa shrimp paste and customer purchase
intention.
2.1.2 Packaging Graphic
Based on the previous study by Ali et al. (2015), the right selection of image on the product packaging that related with
the brand can attract customers and influence the customers purchase intention. Furthermore, based on the previous research
by Farooq et al. (2015), packaging that have quality graphics will attract and convince customers that the product is good
quality. The attractive pictures on the packaging will also attract the customers purchase intention (Akbari, Gholizadeh and
Zomorrodi, 2014). Therefore, based on the previous study, the third hypothesis is:
H3: There is a significant positive relationship between packaging graphics of Arasa shrimp paste and customer
purchase intention
2.1.3 Packaging Size and Shape
According to the previous research by Ali et al. (2015), customers prefer products packaging that have a size and shape that
makes it easy for them. Besides that, the product packaging that have large sizes give customers feel higher value compared
to products in small packaging (Ali et al., 2015). Furthermore, based on the previous study by Agariya et. al. (2012), the
outline shape of the packaging will influence the customer’s intention to buy the product. Therefore, based on the literature
review, the fourth hypothesis is
H4: There is a significant positive relationship between packaging size and shape of Arasa shrimp paste and customer
purchase intention.
2.2 Research Framework Model
H1
H2
H3
H4
Figure 1: Research Framework Model
Figure 1 shows the research framework of this research. The function is to test the relationships between independent variable
and dependent variable for academic and business purposes. There are four main independent variables which are packaging
color, packaging material, packaging graphic and packaging size and shape and customer purchase intention as dependent
variable. The purpose of this research to identify the relationship between the product packaging and customer purchase
intention.
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■ 3.0 RESEARCH METHODOLOGY
3.1 Research Design
The research design refers to the overall strategy that researcher choose to integrate the different components of the study
in a coherent and logical way (De Vaus, D. A.,2006). In this study, conclusive research design was used. Conclusive research
design is helpful in providing a reliable or representative picture of the population through the application of valid research
instrument. Conclusive research design has 2 categories which are descriptive research and causal research. The descriptive
research design will be used for this study. Descriptive research is aimed at casting light on current issues or problems through
a process of data collection that enables researcher to describe the situation more completely (Fox, W. & Bayat, M.S. 2007).
3.2 Sampling Technique
Non-probability sampling is defined as a sampling technique in which the researcher selects samples based on the
subjective judgment of the researcher rather than random selection. In this study, judgmental or purposive sampling will be
used. This sampling technique is the most appropriate because researcher choose and selected respondents who have purchase
experience buying the Arasa shrimp paste.
3.3 Population and Sample
Population is the entire group of what researcher want to draw conclusion while sample is the specific group where the
researcher will collect the data from them. In this study, five-to-one ratio will be used to calculate the sample size. According
to Tabachnick and Fidell (2007), five-to-one ratio calculates the minimal size from the number of variables to be examined.
Table below shown the following equations:
Independent variables (4x5) + (5x5) + (3x5) + (3x5) = 75
Dependent variables (3x5) = 15
Demographic (4x5) = 20
Minimun number of sample = (IV + DV + Demographic)
= (75+15+20)
The total minimum number of respondents = 110
Based on the calculation above, the minimum sample of respondents is 110 respondents. However, researcher success to
receive the number of respondent exceed the minimum number of sample size. The total of the respondents in this research is
120 respondents.
3.4 Data Collection Method
In this study, the primary data were collected through questionnaire. Primary data is the data that are collected firsthand
by the researcher for a specific research purpose or project. The respondents will be given questionnaire through Google Form.
3.5 Research Instrument
This research used quantitative technique that involved 5 Likert scale questions. There are six section in the
questionnaire that consist of Part A, Part B, Part C, Part D, Part E and Part F. Section A is the demographic information that
consist of 4 questions. Section B is consisting of 4 questions that related to packaging color of Arasa shrimp paste on customer’s
purchase intention while Section C consist of 5 questions that related to packaging material of Arasa shrimp paste on customer’s
purchase intention. Besides that, section D have 3 questions related to packaging graphic of Arasa shrimp paste on customer’s
purchase intention and section E is the last section of independent variable which consist of 3 questions regarding of packaging
size and shape of Arasa shrimp paste on customer’s purchase intention. Last but not least, section F is the measurement of
dependent variable that consist of 3 questions that concerning about customer’s purchase intention towards Arasa shrimp paste.
Respondent are required to choose from the list option and the answer is based on Likert scale which include the level of
agreement from “strongly agree” to “strongly disagree”.
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Section: Content
Section A Demographic profile
Section B Independent variables – packaging color
Section C Independent variable – packaging material
Section D Independent variable – packaging graphic
Section E Independent variable- packaging size and shape
Section F Dependent variable - customer’s purchase intention
Table 3.5: Sections of Questionnaire
3.6 Data Analysis Design
For data analysis design, The Social Sciences Statistical Package (SPSS) software will be used to analyze the independent
variables which are packaging color, packaging material, packaging graphic and packaging size and shape and dependent
variables (customer’s purchase intention) toward Hanzala Enterprise.
3.7 Data Analysis Method
Table 3.7 summarize the data analysis method that will be used in this study
Types of Analysis Explanation
Descriptive Analysis Descriptive Analysis will be used to analysis the demographic information such as
Gender, Age, Education level and Monthly income
Reliability Test Reliability Test is using to test independent and dependent variable without error
Normality Test Normality Test refers to a specific statistical distribution called a normal distribution.
Skewness and Kurtosis will be evaluating to determine whether the independent and
dependent variable are normally distributed.
Multiple Regression Analysis Multiple regression is a statistical technique that can be used to analyze the relationship
between a single dependent variable and several independent variables.
The hypothesis will be accepted if the significant value (p-value) is less than 0.05
■ 4.0 DATA ANALYSIS AND FINDINGS
4.1 Descriptive Analysis
4.1.1 Respondents Background
Table 4.1.1, is the summary of demographic information of 120 respondents which include gender, age, education level
and monthly income. Based on this table, there are more number of female respondent (55.0%) than male (45.0%). The
majority of the respondents are between 21-30 years old which contribute (50.0%) of the respondent followed by 31-40
years old (27.5%), below 20 years old (11.7%), 41-50 years old (10.0%) and 51 years old and above (0.8%). The
respondent of this research is majority educate from bachelor degree (35.8%) followed by STPM/Diploma/A-level
(28.3%), SPM (23.3%), Master (9.2%) and PhD/ DBA (3.3%). Furthermore, most of the respondent’s monthly income
level is RM1001-RM2000 (28.3%), followed by RM2001-RM3000 (27.5%), less than RM1000 (23.3%), RM3001-
RM4000 (13.3%) and RM4001 and above (7.5%).
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Demographic Frequency Percentage (%)
Gender
Male 54 45.0
Female 66 55.0
Age
Below 20 years old 14 11.7
21-30 years old 60 50.0
31-40 years old 33 27.5
41-50 years old 12 10.0
51 years old and above 1 0.8
Education Level
SPM 28 23.3
STPM/ Diploma/ A- 34 28.3
Level
Bachelor Degree 43 35.8
Master/ MBA 11 9.2
PhD/ DBA 4 3.3
Monthly Income
Less than RM1000 28 23.3
RM1001 - RM2000 34 28.3
RM2001 – RM3000 33 27.5
RM3001 – RM4000 16 13.3
RM4001 and above 9 7.5
Table 4.1.1: Summary of Respondent’s Demographic
4.2 Scale Measurement
4.2.1 Normality Test
In this research, all the independent and dependent variables will be test using normality test based on the value of
Skewness and Kurtosis. According to George & Mallery, Hair et al. and Bryne (2010) argued that data is considered to be
normal if skewness is between ‐2 to +2 and kurtosis is between ‐7 to +7. The result of Normality test based Skewness and
Kurtosis of this research is shown in Table 4.2.1.
Variables N Valid Skewness Kurtosis
(Statistic)
Value Std. Value Std. Error
Error
Packaging 120 -0.532 0.221 0.587 0.438
Color
Packaging 120 -0.493 0.221 -0.754 0.438
Material
Packaging 120 -1.021 0.221 0.434 0.438
Graphics
Packaging Size 120 -1.131 0.221 1.270 0.438
and Shape
Customer’s 120 -0.893 0.221 -0.074 0.438
Purchase
Intention
Table 4.2.1: Result of Normality Test
Based on Table 4.2.1, all the independent and dependent variables in this study was considered as normally distributed.
This is because, the value of Skewness and Kurtosis for all variables are between -2 to +2 (skewness) and -7 to +7 (kurtosis).
The Skewness value for packaging color is -0.532 while the kurtosis value is 0.587 followed by packaging material skewness
value is -0.493 and kurtosis value is -0.754, packaging graphics skewness value is -1.021 while kurtosis value is 0.434,
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packaging size and shape skewness value is -1.131 while kurtosis value is 1.270 and lastly for dependent variables which is
customer’s purchase intention, the skewness value is -0.893 and the kurtosis value is -0.074.
4.2.2 Reliability Test
Reliability test is to ensure data consistency. The Cronbach’s Alpha will be used in order to examine the reliability of the
variables. According to Ali et al. (2015), Cronbach’s Alpha value range within 0 to 0.5 is not acceptable, 0.6 to 0.7 is acceptable,
while 0.8 to 0.9 can be considered as excellent. Table 4.2.2 summarize the result of reliability test using Cronbach’s Alpha.
The value of Cronbach’s Alpha for packaging color is 0.633, packaging material is 0.837, packaging graphics is 0.885, and the
value of Cronbach’s Alpha for packaging size and shape is 0.859. For dependent variable which is customer’s purchase
intention, the value of Cronbach’s Alpha is 0.766. Overall, all the independent and dependent variables value of Cronbach’s
Alpha is more than 0.6 and this indicates that the question of this study is reliable and have internal consistency.
No Variables Final Items in Questionnaire Cronbach’s Coefficient Alpha
Independent Variables
IV 1 Packaging Color The color of Arasa shrimp paste 0.633
packaging used now influences my Indicates just reached a level of internal
purchase intention consistency for our scale with this specific
sample.
If the Arasa shrimp paste use the
color combination that can easily be
remembered influences my purchase
intention
If Arasa shrimp paste uses a color
combination that stands out among
other competitive products it
influences my purchasing intentions
The following color combinations of
Arasa shrimp paste affect my
purchase intention
IV 2 Packaging Material Material quality of Arasa shrimp 0.837
paste packaging influences my Indicates just reached a level of internal
purchase intention consistency for our scale with this specific
sample.
Versatility of Arasa shrimp paste
packaging (i.e. can reusable or
ziplock package) influences my
purchase intention
Safety of Arasa shrimp paste
packaging influences my purchase
intention
Ability to recycle Arasa shrimp paste
packaging influences my purchase
intention
Arasa shrimp paste packaging
material influences my purchase
intention
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Packaging Graphics Attractive packaging of Arasa 0.885
shrimp paste influences my purchase Indicates just reached a level of internal
IV 3 intention consistency for our scale with this specific
sample.
The picture quality of Arasa shrimp
paste packaging influences my
purchase intention
The appetizing standard of the
picture quality of Arasa shrimp paste
influences my purchase intention
IV 4 Packaging Size and Shape of Arasa shrimp paste 0.859
Shape packaging influences my purchase Indicates just reached a level of internal
intention consistency for our scale with this specific
sample.
Type of opening of Arasa shrimp
paste packaging influences my
purchase intention
Arasa shrimp paste packaging that
are packaged in a unique manner that
could aid storage and preservation
influences my purchase intention
Dependent Variable
1 Customer’s Purchase I would buy Arasa shrimp paste 0.766
Intention rather than any other brands Indicates just reached a level of internal
available consistency for our scale with this specific
sample.
I am willing to recommend that
others buy Arasa shrimp paste
I intend to purchase Arasa shrimp
paste brand in the future
Table 4.2.2: Result of Reliability Test
4.3 Multiple Regression
Multiple regression applicability to varied types of data and problems, ease of interpretation, robustness to violations of the
underlying assumptions, and widespread availability. For multiple regression analysis, the result of the significant value must
less than 0.05. By having the significant value less than 0.05, it shows that the independent variables have a strong relationship
with the dependent variables. Hence, the hypothesis will be accepted and supported.
In this study, multiple regression was used to test four hypotheses which are:
H1: There is a significant positive relationship between packaging color of Arasa Shrimp Paste and customer purchase
intention.
H2: There is a significant positive relationship between packaging material of Arasa shrimp paste and customer purchase
intention.
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H3: There is a significant positive relationship between packaging graphics of Arasa shrimp paste and customer purchase
intention
H4: There is a significant positive relationship between packaging size and shape of Arasa shrimp paste and customer
purchase intention.
Unstandardized Standardized
Coefficients Coefficients
Model B Std. Error Beta t Sig.
Packaging Color .285 .081 .271 3.523 .001
Packaging Material .063 .070 .075 .907 .366
Packaging Graphics .512 .081 .538 6.343 .000
Packaging Size and -.005 .085 -.006 -.061 .951
Shape
Dependent Variable: Customer’s Purchase Intention
Table 4.3: Multiple Linear Regression for Coefficient
Table 4.3 shows the result of multiple regression that was used to study the independent variables which are packaging
color, packaging material, packaging graphics and packaging size and shape that influences the dependent variables which is
customer’s purchase intention. Based on Table 4.3, packaging color and packaging graphics variables are supported with
customer’s purchase intention where the significant value of packaging color is 0.01 which is less than 0.05 while the significant
value for packaging graphics is 0.00 which also less than 0.05. This means that packaging color and packaging graphics have
a positive relationship on customer’s purchase intention.
However, based on the result from Table 4.3, the other two variables which are packaging material and packaging size
and shape is not supported as the significant value of this two variables is exceed 0.05. the significant value of packaging
material is 0.366 while significant value of packaging size and shape is 0.951. Hence, these two variables are not influence the
customer’s purchase intention.
In conclusion, based on the result produced by SPSS analysis, it is proven that packaging color and packaging graphics is
the strongest factor that influence customer’s purchase intention, thus the H1 and H3 accepted.
4.4 Summary of Findings
Research Hypothesis Result
H1: There is a significant positive relationship Supported
between packaging color of Arasa Shrimp Paste and
customer purchase intention.
H2: There is a significant positive relationship Not Supported
between packaging material of Arasa shrimp paste
and customer purchase intention.
H3: There is a significant positive relationship Supported
between packaging graphics of Arasa shrimp paste
and customer purchase intention
H4: There is a significant positive relationship Not Supported
between packaging size and shape of Arasa shrimp
paste and customer purchase intention.
Table 4.4: Summary of Findings
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■ 5.0 DISCUSSION AND CONCLUSION
5.1 Hypothesis Discussion
5.2.1 H1: There is a significant positive relationship between packaging color of Arasa Shrimp Paste and customer
purchase intention.
Support to Hypothesis Results
(Supported or Not Supported) (Significant)
Supported p-value: 0.001
Table 5.2.1: Result of Hypothesis 1
Based on this research findings, packaging color of Arasa shrimp paste had a significant positive relationship that
influence customer’s purchase intention. This is based on the result of multiple regression where the p-value is 0.001 less
than 0.05 and the beta value is 0.271 where it is acceptable.
Nowadays, people are more interested in buying a product because of the packaging that plays a role. According to
Silayoi and Speece (2002), packaging plays an important role in order to attract customers and influences customer’s
purchase intention. Hence, in this research study, the respondents are more attracted and intend to purchase the shrimp
paste that use a colourful packaging that differentiate with other competitors and also using the packaging color that can
be easily remembered by the consumers. According to Gofman (2010), it has been proved that colour have a strong effect
on perception and therefore colour of packaging can be important. The right choice of colours is an important factor in
creating the impression needed to influence brand and product selection.
Based on the result of the questionnaire, the highest rank that respondent choose is red colour with 25.4%. it’s meant that
respondents are intend to purchase shrimp paste that have red colour of the packaging. Colour packaging plays an
important role for customers to differentiate the brand from other competitors in the market. Every colour creates different
meaning to customer’s intention and perceptions. Psychologist categorized red colour as warm colour. According to
Crowley (1993), activating colours such as red could engage customer purchase intention. Hence, by using red colour of
Arasa shrimp paste packaging it will increase the customer’s purchase intention and also can increase the sales of Hanzala
Enterprise.
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5.2.2 H2: There is a significant positive relationship between packaging material of Arasa shrimp paste and customer
purchase intention.
Support to Hypothesis Results
(Supported or Not Supported) (Significant)
Not Supported p-value: 0.366
Table 5.2.2: Result of Hypothesis 2
Based on the result of multiple regression in Table 5.2.2, packaging material of Arasa shrimp paste did not have
significant relationship with customer’s purchase intention. The significant reading for this H2 is 0.366 which is exceed the
rule of thumb (greater than 0.05). Hence, packaging material does not influence customer purchase intention.
This result is supported by Kotler (1996) said that customer only look at the characteristics and visual of the product
packaging to make decision to purchase the product rather than involve towards the packaging material. Moreover, according
to Speece and Nair (2000) stated that customer purchase intention can be influence by product features rather than product
material. Hence, Hanzala Enterprise can still use the same packaging material as the respondent in this research not too care
about the shrimp paste packaging material.
5.2.3 H3: There is a significant positive relationship between packaging graphics of Arasa shrimp paste and customer
purchase intention
Support to Hypothesis Results
(Supported or Not Supported) (Significant)
Supported p-value: 0.000
Table 5.2.3: Result of Hypothesis 3
Based on this research findings, packaging graphics of Arasa shrimp paste had a significant positive relationship that
influence customer’s purchase intention. This is based on the result of multiple regression where the p-value is 0.000 less than
p value:0.05 and the beta value is 0.538 where it is acceptable.
This result same with previous study from Clenment (2007) and Gofman (2010) where it stated that packaging graphics
have a strong significant positive relationship with customer’s purchase intention. Packaging graphic is important in order to
attach customer eye as today people intend to purchase something that have unique graphics and very attractive. The shrimp
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paste packaging can have a delicious “sambal belacan” pictures or very appetizing pictures or visual that can get customer
intention to buy the product. The picture quality that been used in the Arasa shrimp paste packaging can influence the customer’s
purchase intention. Hanzala Enterprise can use the high quality pictures, 3-D figure for their shrimp paste packaging.
5.2.4 H4: There is a significant positive relationship between packaging size and shape of Arasa shrimp paste and
customer purchase intention.
Support to Hypothesis Results
(Supported or Not Supported) (Significant)
Not Supported p-value: 0.951
Table 5.2.4: Result of Hypothesis 4
Based on the result of multiple regression in Table 5.2.4, packaging size and shape of Arasa shrimp paste did
not have significant relationship with customer’s purchase intention. The significant reading for this H4 is 0.951 which
is exceed the rule of thumb (greater than 0.05). Hence, packaging size and shape does not influence customer purchase
intention.
The result is different from Sohier’s (2009), Schoormans and Robben (1997), and Siyalo and Speece’s (2004)
which said that packaging size and shape have a positive relationship with customer’s purchase intention. They said that
the more shape of product innovative and different from others, more attention towards product created. The package
shapes can make product more attractive to consumer.
However, the respondents in this research found that packaging size and shape of the shrimp paste is not influence
their purchase intention. This is because, they are already accustomed to existing packaging size and shape due to the shape
of the shrimp paste which is round and square.
5.3 Research Implications
According to the finding of the study, packaging color and packaging graphics have an impact on customer’s purchase
intention. Furthermore, the study discovered that packaging color and packaging graphic have the greatest influence on
customer’s purchase intention. As a result, business may maintain and improve their product packaging in order to attract
their potential customers and maintain their existing and loyalty customers to purchase Arasa shrimp paste. For example,
Hanzala Enterprise can use red color for their new packaging of Arasa shrimp paste, use the appetizing graphic of “sambal
belacan” and also use the high quality picture and printed. Thus, Hanzala Enterprise not only can attract the potential
customers but also can increase their sales as they targeted.
Besides that, this research also can be valuable to shrimp paste industry as shrimp paste industry can make reference on
packaging element that can influence customers purchase intentions. Shrimp paste packaging that have unique and attractive
packaging can lead to customer loyalty and attract the new potential customers to buy the shrimp paste.
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Moreover, this research also valuable to packaging industry to create some innovation regarding the packaging of the
shrimp paste. This is because, the packaging color and packaging graphics could differentiate the brand from other
competitors.
5.4 Limitation and Recommendation of the Research
Throughout this study, there are a few limitations that been encountered by the researcher. The first limitation is the sample
size as in this study the researcher is using judgmental sampling method which just using a small sample size which is only
120 respondents. Thus, the larger sample size is recommended for the future studies. Besides that, the second limitation for
this study is the independent variables where in this study the researcher only using four independent variables of product
packaging which are packaging color, packaging material, packaging graphics and packaging size and shape. In fact, there
are many other independent variables of product packaging like packaging label, packaging information. Thus, it is
suggested to future researcher to consider the other independent variables that have a strong relationship with customer’s
purchase intention. The last but not least, the questionnaire that been distributed by using google form sometime get
irrelevant data as it involves internet connection, and time for people to read and understand the question rather than answer
the questionnaire without reading carefully. Thus, the future researches should think the other way to get the good answer
by distribute the questionnaire physically rather than using online platform or conduct an interview-based data collection
survey.
5.5 Conclusion
In conclusion, all objective of this research has achieved. The independent variable that has strongest significant relationship
with customer purchase intention towards Hanzala Enterprise are packaging colour and packaging graphic while the other
two variables which are packaging material and packaging size and shape does not support in this study. Thus, packaging
colour and packaging graphic is the main element of product packaging that influence customer purchase intention to buy
Arasa shrimp paste. Since all the objectives were achieved, thus the discussion and findings from this study can be used as
guideline for the purpose of research study in the future.
■ 7.0 ACKNOWLEDGEMENT
I would like to thank University Technology Malaysia and Azman Hashim International Business School for their support
throughout this research. Not only that, I would like to thank my best supervisor, Dr,Nor Zafir binti Md Salleh for her advice,
guidance throughout the conduct of this study. Besides that, I would like to thank Mr. Hanzala, the owner of Hanzala Enterprise
because give me a chance to use their business as my case study and very helpful for giving all the information needed in this study.
Last but not least, I want to thank my family and all my fellow friends who are always give guidance, advise throughout of this
research study .
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171
FYP PROPOSAL
AHIBS UTM SKUDAI JANUARY 2022
UPIN AND IPIN: THE EFFECT OF USING ANIMATION CHARACTERS IN BRAND
ELEMENTS,BRAND ADVERTISING, AND BRAND AWARENESS ON
YOUNGSTERS PURCHASE INTENTION
FATIN NAZURAH BINTI MOHD NOH, PROF ROHAIZAT BAHARUN.
Azman Hashim International Business School, Universiti Teknologi Malaysia, Johor Bahru
[email protected]
Abstract
Upin and Ipin successfully attracted many children to watch it until the Upin and Ipin characters became a medium for product advertising and were used
as a medium to convey public awareness. Many companies now use Upin and Ipin animated as a medium to promote their products, such as SGM milk,
Terlajak Laris, Colgate, Hong Leong Islamic bank, Mamee Monster, and Telekom Malaysia. This study was conducted to study the relationship between
animated characters and the purchase intention. The researcher wants to study the effects of using animated characters in brand elements, brand advertising,
and brand awareness. The researcher uses quantitative data to obtain the data. 150 youngsters are being chosen to answer the questionnaire. The result was
interpreted by using correlation and multiple regression to study the relationship between animated characters in brand elements, brand awareness, and
brand advertising with youngsters purchase intention. The result shows that brand elements, brand advertising, and brand awareness have a positive
relationship with young purchase intention.
Keyword: brand advertising, brand elements, brand awareness, animation characters, purchase intention
■ 1.0 INTRODUCTION
The famous Malaysian television series Upin & Ipin is a computer-animated produced by Les' Copaque Production that depicts the life and
journeys of the twin brothers in a village environment. On September 13, 2007, Upin & Ipin's first episode was launched on Malaysia's
private television channel TV9, which contains eight-episodes that tell stories about Ramadan/Eid specials to promote the importance of the
Islamic holy month, particularly among children. Upin and Ipin were also broadcast on Disney Channel Asia and can be counted as the most
successful computer 3D animated television series in Malaysia. Upin and Ipin are only broadcast on television for 5 minutes per episode.
Upin is the more outspoken of the two brothers, while Ipin is the quieter of the two.Upin often becomes the mastermind behind the twins'
mischievous antics. A hair on the top of his head distinguishes him. Ipin is Upin's little brother. Ipin is slightly quieter than her brother, Upin.
His trademark is his tendency to always say "Betul, Betul, Betul" or in English, "True, True, True" three times.
Cartoons and animated characters started to be shown on television in the 1930s for various television advertisements, demonstrating a
significant growth potential in this mediums such as television,games, movies, the internet, and broadcasting (Simon, 2006). In the animation
business, character animation is broadly used in the form of graphics in advertising. According to previous research, animated figures or
animated characters can enhance customers' awareness of the products being advertised, indicating that commercials ads in the of animation
can be applied to a broad variety of products (Callcott & Lee, 1994).
The utilisation of motion elicits an emotional feeling (Detenber & Reeves, 1996), improving product visualisation so it can be clearer and
attract customers' attention (Hong et al., 2004). In this context, animation is considered one of the design tools for advertisers because it can
motivate consumer actions, behaviours, and attitudes and attract viewer attention to that product. Previous studies have shown that animated
characters in advertising can greatly impact the effectiveness of TV commercials by raising viewers' interest and influencing their attitudes
toward the brand advertised.
The aim of this paper to study the effect of using animation characters in brand elements, brand advertising and brand awareness. This
research focuses on Malaysia youngsters because youngster is referred to as a unique segment for certain specific items. Second, throughout
the time of development from childhood to early adulthood, each of these client categories exhibits distinct consumer behaviours and attitudes
(Safiek, 2009).Third, juveniles have an impact on their families and influence their purchasing behaviour; finally, young consumers have the
potential to influence and transform culture and society (Safiek, 2009).
Furthermore, previous research suggested that external variables (demographic, regional, and group) influence purchase intention.
Additionally, there are certain challenges associated with implementing these elements and determining their impact on purchase intention.
The influence of demographics on purchase intention is complex and perplexing and warrants more study. For example, individuals aged
18 to 24 are "more likely than other consumers to purchase a product on impulse and consider switching if the whim strikes" (Abdol Razak
& Kamarulzaman, 2009).
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■ 1.1 BACKGROUND OF THE PROBLEM
Advancement in technology and innovation will increase the advanced techniques to market a brand. Animated cartoons such as Upin and
Ipin have become a medium to promote brands such as SKM milk, Terlajak Laris, Telecom Malaysia, Colgate, Hong Leong Islamic Bank,
and Mamee Monster. The promotion was conducted through a series of commercial ads or through their series. Through their series, they
would promote the brands via product placement, product collaboration, and music videos. According to the previous study on animated
characters, products that use animated characters can build trust among children because the product shows the character they like (Wen-
shin & T.H.S., 2011). In previous studies, conducted by Roberto Ca (2010), Neely SM (2002), and MC (1994), it was concluded that the
attention of children, product recognition, and desire to purchase products increase when the advertisement uses animated cartoon characters.
The purpose of this study to study the effects of animated characters on young people. Researchers want to study whether animated character
only attracts children's attention or its also can draws young attention to that brand. This is because most of product that were advertised by
Upin and Ipin are not totally targeted to children such Hong Leong Islamic bank, Colgate, Telekom Malaysia and Kopi Tok Dalang. The
study was conducted to examine the relationships between animated characters and the intention to purchase the products and the impact of
using animation characters in brand element, brand advertisement and brand awareness on youngster purchase intention. A youngster, aged
15 to 25, was taken as a sample to study their behaviour and reactions toward brands that use animated characters to promote their products.
1.2 RESEARCH QUESTIONS
This study listed two main research questions
i. What is the relationship between animation character and youngster purchase intention ?
ii. What is “the effect of using animation characters in brand elements, brand advertising and brand awareness on youngster’s purchase
intention”?
1.3 RESEARCH OBJECTIVES
This study listed two main objectives:
I. To study the relationship between animation characters and purchase intention
ii. To study “the effect of using animation characters in brand elements, brand advertising, and brand awareness”
■ 2.0 LITERATURE REVIEW
2.1 PURCHASE INTENTION
Purchasing intention is defined as a consumer's perceived demand for a product, which involves a customer's attitude and external
characteristics related to the product or brand and which can predict the future behavior. According to Dodds, Monroe, and Grewal (1991),
"purchase intention" relates to a consumer's willingness to pay for a product. Consumers will have the intention to buy when they analyze
the product brand and get trust in it in dealing with external stimuli. Consumerism, according to Secara and Meghisan (2012), is related to
our everyday aims, and brands that are incorporated into films productions, music, literature, cartoons, and even physical aesthetics (cosmetic
surgery and piercings). This is the one approach that can comprehend our emotions in response to external stimuli.
Xie and Heung (2012) said that the quality of brand relationships is more robust than brand loyalty when the strength and depth of the features
of the "relationship process" are used in this criterion. A positive brand connection will increase product purchase intention while decreasing
brand conversion. Additionally, the study stated that if a business has a distinct and interesting brand personality, people will see it as a
partner with a high level of brand identification and purchase intention.
The uses of character design and narrative development via digital information distribution may help elevate the brand and enhance customer
purchase intention. The brand's engagement with characters helps to develop the brand's identity by connecting customers' emotions and
motivating them to make a purchase. When comparing the use of human spokespersons in a same advertisement with creative use of cartoon
spokespeople in print ads, Heiser, Sierra, and Torres (2008) found that cartoon spokespeople produce more favorable impact, including
behaviours towards to the advertisement, perceptions toward the brand, and purchase intention for the advertised brand. Role models,
according to Haroon, Haq, and Najmonnisa (2015), have a significant effect on young people's purchase intentions, brand loyalty, and positive
word of mouth.
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2.2 BRAND ELEMENTS
The brand elements of a company or organisation are the physical characteristics that contribute to the visual and aural identification of the
brand; for example, a logo, symbol, design, word mark, packaging or any other graphic that quickly recognises the product (Hudson 2016;
Wang & Tzeng 2012). These characteristics are crucial for product distinctiveness and consumer engagement, which may have a detrimental
influence on an organization's brand identity if not handled appropriately (Pawaskar & Goel 2014). However, brand elements are an
organization's assets that must be protected in the promise given to consumers to sustainably increase customer loyalty.
According to Ismail et al. (2016), "brand elements act as a graphical signal and recognition that organisations utilise to assist customers in
recognising and identifying their brand." Guido, Pichierri, Nataraajan, and Pino (2016) will describe more detail on establishing identities
and cultivating client loyalty. Raffelt, Schmitt, and Meyer (2013:3), "graphical representation is a type of message, and research has indicated
that design features support the creation of brand attitudes and have an effect on brand strength." Thus, brand elements assist organisations
in designing and defining product brands which properly link the brand personality in the minds of consumers (Round & Roper 2015). Brand
aspects both generate a positive image and inform customers about the brand. Besides that, brand elements are strategic characteristics and
characters that distinguish one competitor's product from those of others, perhaps simplifying and enhancing the process of purchase intention
for consumers (Erdil 2015; Oppong & Phiri 2018). Brand elements represent an organization's values in such a way that its major brands
gain strategic relevance in catching customer attention and thereby generating a vibrant corporate brand.
2.2.1 Packaging
Humanlike or anthropomorphic characteristics are a popular trend in packaging design. According to a recent survey of the packaging of the
Nielsen Top 100 supermarket brands, more than 45% of products in the drinks, sweets, and home categories have at least one verbal, pictorial,
or structural anthropomorphic element in their package design (Triantos, Plakoyiannaki, Outra, & Petridis, 2016). For example, Amora, for
example, distributes tomato ketchup under the brand name "Mr. Ketchup" (i.e., verbal anthropomorphism) in containers depicting a male
figure wearing a cape (i.e., pictorial anthropomorphism) with a cap resembling a head and a cloven base like two feet (i.e., structural
anthropomorphism).
The widespread usage of anthropomorphic themes on packaging corresponds to consumers' proclivity for human analogies (Epley, Waytz,
& Cacioppo, 2007; Guthrie, 1995). Individuals are more likely to intuitively anthropomorphize objects with humanlike facial traits, such as
eyes (Jipson & Gelman, 2007; Landwehr, McGill, & Herman, 2011) or mouths (Landwehr et al., 2011). While previous studies have
concentrated on consumer impressions of objects with humanlike facial characteristics (e.g., Aggarwal & McGill, 2007; Hur, Koo, &
Hofmann, 2015; Keaveney, Herrmann, Befurt, & Landwehr, 2012; Kim, Chen, & Zang, 2016; Landwehr et al., 2011)
According to Satish and Peter (2004), a consumer's knowledge about a product influences their purchasing choice (purchase intention).
Packaging design, consumer education, and celebrity endorsements all influence purchase intention (Shafiq, R. et al. 2011). Bone and France
(2001) assert that the pictorial component of packaging influences or modifies the consumer's belief. However, on the product label, verbal
information communicates more information than visual. Attractive packaging is necessary for establishing a competitive advantage over
rivals since time is limited and everyone is busy with their job. Visual packaging is more significant than verbal packaging (Rita Kuuykate
2009). Graphics and colour are also important in packing since they create an image in the customer's mind. Grossman and Wisenblit (1999)
H1: Animation characters in packaging has significant relationship with youngster’s purchase intention.
2.2.2 Logo
The American Marketing Association defines "brand" as "a name, word, design, or symbol, or a combination of these, designed to identify
and distinguish the products or services of one seller or group of sellers from those of rivals." In other words, brands serve as a method of
distinguishing oneself from rivals (or potential competitors). The concept of a brand as a logo is oriented around the product and the maker
(e.g., Crainer, 1995; Arnold, 1992). Consumers are not passive recipients of brand marketing activity; rather, branding is something
consumers do (Meadows, 1983).
Using anthropomorphized in business may help customers make purchasing decisions based on their desire to connect with a social entity.
(Fournier, 1998; Puzakova & Kwak, 2017).If creating social interactions with animate objects may make individuals feel less lonely, it can
also help them feel more in control of their surroundings (what MacInnis and Folkes [2017] referred to as an "effective incentive"). From
this vantage point, businesses are employed to satiate social needs not through their perceived warmth, but rather a need for control
through their perceived capacity to assist customers in accomplishing tasks and achieving desired results (Fournier & Alvarez, 2012.
Khenfer et al., 2017). Thus, brand anthropomorphism may motivate purchase based on the brand's potential utility, thereby creating
hierarchical consumer brand connections and endowing customers with a position of power over the brand.
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Consumers who often use a certain brand create vivid brand connections and judgments that are subsequently maintained in memory. Because
the brand is used for personal reasons, the encounters with the brand are more vivid and unforgettable. They are connected and may be
accessible via brand associations and assessments (Kempf and Smirh 1998). Typically, once a brand-related rating is established and stored
in memory, the experienced user does not change it (Forgas 1995).
Numerous policy-related research examines whether spokes-characters serve as signals to attract younger customers to adult items. Other
related research has consequences for public policy but is more theoretical in character. For instance, Macklin's (1994, 1996) research focuses
on how visual cues, such as spokes-characters, boost children's recall for brand-related knowledge and brand attitudes.
H2: Animation characters in logo has significant relationship with youngster’s purchase intention.
2.3 BRAND ADVERTISING
The aim of brand advertising is to promote brand recognition (Dehghani, Niaki, Ramezani & Sal 2016; Hayes, King & Ramirez 2016;
Kavoura 2014). Brand advertising is a kind of message that companies employ to inform prospective customers about the capabilities of
certain products (brand features and values) (Buil et al. 2013; Hess & Bitterman 2016). It is a approach employed by companies to inform
and, more crucially, to convince other people to buy their goods (Dehghani & Tumer 2015). Advertisements for companies can appear in
newspapers, magazines, on radio and television, or on any other kind of social media. Advertising is a kind of marketing that is used to bring
a business's product offerings to the attention of potential consumers. Through the years, both local and international organisations have
relied heavily on advertising to promote and sell their product and service offerings.
Researchers discovered that advertising through media have been most popular, and many people prefer television ads, thus it is an effective
medium to market the products such as cosmetics and FMCG. The use of animated graphics, scenes, and characters to promote can bring
attention to the advertising and the most crucial component is the advertising must use creative approach. Even though advertisers of
customer high-involvement brands have long used animated characters as the celebrities of their ads (for example, California Raisins, Joe
Camel, and Tony the Tiger) (Bell 1992). The persuasive power of anthropomorphism (Guthrie, 1995) should be used to persuade product
personality.
Previous research has shown that advertising characters influence customer perception about the brand, brand trust, will make them
willingness to pay a price (Folse et al., 2012). Furthermore, advertising personalities provide brand identification, positive feelings, recall
of brands, excitement, and originality; as a result, they influence purchase intention (Lin & Wang, 2012).Characters have an active part in
marketing a product, which may include representative or speaking about it (Callcott & Lee, 1995. The active roles of the advertisement
characters illustrate the product's effectiveness via human behaviour, which is referred to as "anthropomorphic demonstration."
Demonstration methods have long been recognised in advertising as a means of illustrating the product's primary benefits in real usage or
under certain progressive settings (Belch & Belch, 2012). Demonstration strategies in advertising assist customers in making firm purchasing
choices by demonstrating the product's effectiveness (O'Guinn et al., 2009). Deighton, Romer, and McQueen (1989) define advertisement as
a presentation that has a storey and narrative but lacks personality. As with the last study, this one utilised the word "demonstration" to refer
to advertising that had a storyline and narrative, but also included anthropomorphic characters. Brands that were developed to act like people
influence customers to behave in accordance with the brand's image (Aggarwal & McGill, 2012). This demonstrates the performance of the
products has a beneficial influence on customer behaviour.
Anthropomorphism have been formed by depicting an object with human characteristics and behaviours, for example, temporal
anthropomorphism (May & Monga, 2014). This demonstrates of human-like characteristics can influences customer purchase choices.
H3: Animation characters in brand advertising has significant relationship with youngster’s purchase intention.
2.4 BRAND AWARENESS
Brand awareness is defined as the acts, values, qualities, uniqueness, taste, and image of products and services (Murthi & Rao 2012; Rubio,
Oubina, & Villasenor 2014). Companies that have great brand awareness obtain a competitive advantage and profit from the successful
expansions, resistance to competitors' promotional activities, and the construction of barriers to entry according to Sasmita and Suki (2015).
Product quality, customer satisfaction, and the customers perception of the brands is the most crucial things. Brands benefits play a vital role
in brand awareness (Murthi & Rao 2012; Rubio et al. 2014). When competitive market rises aggressively, those companies that successfully
help consumers recognise and distinguish their product offerings may have a better opportunity to gaining a competitive advantage through
rise in market share and assessments (Malik, Ghafoor, Iqbal, Riaz, Hassan, Mustafa, and Shahbaz 2013).
Most purchasers prefer to buy high-quality items that satisfy their needs, and brand knowledge might have a significant encouraging
customers' buying intentions (Esch, Moll, Schmitt, Elger, Neuhaus & Weber 2012; Malefyt 2015). According to Cant et al. (2006), a brand
product that has no market value unless a market segment is aware of the brand name, recognises its products, and willing to spend money
to purchase it. This indicated that not all advertised brands achieve consumer awareness, trustworthiness, and value, and they do not
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guarantee clients' intent to buy (Kakkos, Trivellas, & Sdrolias 2015).The previous research revealed that, brand advertising may impact a
customer’s choice or purchase the product or service for the first time, which might influence the customer's want to continue or discontinuous
usage of the product depending on the customer's satisfaction towards the product (Rubio et al. 2014). Continue buy and use the product by
the consumer might significantly increase product recognition and customer loyalty, resulting in a competitive advantage (Suki, Suki &
Azman 2016).
The display of human behaviour (anthropomorphic demonstration) facilitates comprehension of the advertising message. We believe that
the use of anthropomorphic will spark anthropomorphism. According to Guthrie (1995), anthropomorphism provides a familiar sensation
which could makes it simpler for consumers to grasp. The better the perceived product effectiveness, the more pleasant the experience and
the more appealing and entertaining for customers. Thus, when the product's values are hard to illustrate, the delivery of the product's value
message may be more aware and easier to recognize when it is assisted by anthropomorphic behaviour. (Labroo, Dhar, & Schwarz, 2008),
eliciting a desire to learn and having a favourable influence on the attention and performance (Kim & Labroo, 2011). Customers know about
the values of the products from the delivery of messages. According to Zhu, Billeter, and Inman (2012), picture that keeps changes in an
ad to informs about product effectiveness increase the consumer's perceived product efficacy. The richer the image ad provide information
about a product, the higher the consumer's perceived product efficacy.
H4: Animation characters in brand awareness has significant relationship with youngster’s purchase intention.
2.5 RESEARCH FRAMEWORK MODEL
Brand elements
-packaging (H1)
-Logo (H2)
Youngster’s purchase
Brand Advertising intention
(H3)
Brand Awareness
(H4)
Figure 1: Research framework for the effect of using animation characters in brand elements, brand advertising and brand awareness.
Figure above shows the research framework of this research. The research is conducted to test the connections between independent variable
and dependent variable for the academic purposes. The framework of the variables in Figure 1 was adopted from Jaafar et al., (2012) who
highlighted the intrinsic factor, extrinsic factor and consumer’s attitude before consumer making an actual purchase.
■ 3.0 RESEARCH METHODOLOGY
3.1 RESEARCH DESIGN
When choosing a research strategy, it is critical to evaluate the research question and the goal of the study. The approach must reflect the
question. There are several research strategies that may be appropriate for this quantitative research: study and archive research (Saunders et
al., 2009). These study designs are also linked to various research techniques (ibid). Due to a lack of information on the topic on which this
study was based, archival research was excluded. There was insufficient information available for this article the uses of animation characters
in brand elements, brand advertising, and brand awareness on youngsters' purchase intention. Therefore, surveys are the best research for this
topic.
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177 Fatin Nazurah (2022)
3.2 POPULATION AND SAMPLING
This research was targeted at youth people aged 15 until 25 years old who live in Malaysia. From the survey, researcher obtains 166 respondents
and only accept 150 respondents or 90% of response rate. These is because some of respondents were failed to answer all questions or shows
some error. This shown that they are not read the question properly. Target sample will be representative the effect of using animation characters
in brand elements, brand advertising and brand awareness
3.3 RESEARCH INSTRUMENT
The researcher uses quantitative data to obtain information. Quantitative is a formal, objective, systematic procedure in which numerical data
are used to derive knowledge about the world (Bums & Grove, as stated in Cormack 1991.o.140). An investigation of a social or human issue
that is centered on testing a theory made of variables, quantified numerically, and examined statistically to establish if the theory's prediction
generalizations hold true (Creswell, 1994). The survey questionnaire is consisted of three parts. The questionnaire has 3 sections, which is part
A, B, C, D and E. Part A consists of seven simple questions about the respondent’s information (age, gender, education, race). Part B contains
6 questions about the relationship between animation characters and purchase intention. Part C contains 5 brand elements questions. Part D
contain 6 questions about brand awareness and Part E contain 3 questions about b. Likert scale been used to determine the strength of the
answer contain with levels of agreement from 1 (strongly disagree) to 5 (strongly agree) Considering the amount and the nature of data for this
research it is necessary to use statistical tools
3.4.1 Research Measures
In this study, the researcher uses descriptive statistic, correlation, and multiple regression. The Software that been used is SPSS and Excel.
According to Iqbal Hasan (2004: 185) Descriptive analysis is a form of research data analysis to test generalizations of research results based
on one sample. This descriptive analysis is done by testing descriptive hypotheses. Suryoatmono (2004) states that descriptive statistics are
statistics that use data in a group to explain or draw conclusions to the group in form of mode, mean, median, variance, range, standard
deviation, frequency, and percentage. According to Pallant (2007, p. 126), correlation analysis is used to determine the degree and direction of
a linear relationship between two variables. When one variable is ordinal and the other is an interval or a ratio, Spearman's coefficient is utilised
(Bryman & Bell, 2011). Due to the ordinal and interval/ratio types of data in this paper, Spearman's coefficient is used. Regression analysis is
one statistical approach that use mathematically or functionally to defines the relationship between a response variable and its predictors.
Modelling, estimate, inference, and prediction are the four core elements of regression analysis. Additionally, it is advantageous for measuring
the predictors' influence on the response variable and forecasting its value.
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■ 4.0 DATA ANALYSIS
4.1 Profile of Respondents
This table below shows the respondent demographics based on the gender, education, race, and qualification.
Table 1.0: Summary of Respondent’s Demographic Profile
Characteristics Frequency Percentage(%)
Gender Female 114 76
Male 36 24
Race Chinese 27 18
Indian 2 1.3
Malay 117 78
Others 4 2.7
Highest Degree 15 10
Qualification
Diploma 16 11
Master’s Degree 1 0.7
STPM/Matriculation/Foundation 118 78.3
Current Full-time employment 15 10
Employment
Status Part-time employment 4 2.7
Self-employed 4 2.7
Student 116 77.3
Unemployed 11 7.3
Income Less than RM1000 129 86
RM1001-RM2000 12 8
RM2001-RM3000 6 4
More than RM4001 3 2
Martial Statue Single 135 90
Married 3 2
Don’t want to say 12 8
There are 150 respondents answer the questionnaire and 24 % was man and 76 % was women. Next, marital status category shows about
90% respondents are single. 2% of respondents were married and 8% of respondents choose to not says their status. Most of Education
profiles are coming from matriculation, foundation, and STPM education background with 78.3%, followed by Diploma 16%, Degree 6%
and master’s degree 0.7%. The occupation result of respondents shows that 77.3% of respondents are still studying, 10% of them are full
employment, 7.3% unemployment and 2.7% of them are part-time employment and self-employed. Lastly, the monthly income of
respondents’ rate was less than RM1000 monthly with 86%, followed by 8% of them income from RM1000-RM2000, RM2000-RM3000
were 4% and above RM4000 was 2%.
178
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MARSIUM'21 COMP OF PAPER
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