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4.2 Descriptive data
The table below shows the descriptive data of the effect of using animation characters in brand elements, brand advertising and brand
awareness.
Table 2.0: Summary of Descriptive data of brand elements, brand advertising and brand awareness.
Brand elements N Minimum Maximum Mean Std. Deviation
Product packaging 150 1 5 3.45 1.213
logo 150 1 5 3.71 0.907
Brand advertising 150 1 5 4.09 0.869
Brand awareness 150 1 5 4.37 0.848
The mean of product packaging is 3.45 with standard deviation of 1.213. The mean of logo is 3.71 and standard deviation is 0.907. Besides
that, the mean of brand advertisement is 4.09 and standard deviation is 0.869 Most of respondents is agree that ads video with animation
characters can influence their purchase intention only some of them are disagree. Next, the mean of brand awareness with animation
characters is 4.37 and standard deviation is 0.848. It means most respondent agree that animation characters in brand awareness can increase
their purchase intention .
4.3 Correlation Analysis
Pearson correlation analysis was used to determine the relationship between two variables. The numerical value varies between -1.0 and
+1.0. Values of -1 indicate that the two variables are completely correlated. The minus sign indicates negative direction, while the value r =
1 denotes the ideal strength of the connection between two variables (Pallant, 2007).After completing the descriptive statistics analysis, it
was time to conduct two additional analyses on the data collected via the online questionnaire to investigate the relationship between
purchasing behaviour and all other variables. Multiple linear regression and Spearman's correlation are the two analyses. 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.
In this article, the author performs a simple bivariate correlation on the data, which entails analysing two variables simultaneously to
determine whether they are connected (Bryman & Bell, 2011, p. 346). Several important characteristics of this approach include the fact that
it always falls between 0 (no relationship between the two variables) and 1 (perfect relationship)—this reflects the strength of a link (Bryman
& Bell, 2011, p.347). Coefficients can be positive or negative; the sign before the number indicates the direction of the relationship (ibid.).
When the value is closer to one, the relationship is stronger; when it is closer to zero, the association is weaker.
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Table 3.0: summery of correlation between animation characters in brand elements, brand advertising and brand awareness.
Purchase Product Brand Logo Brand Brand
Intention packaging advertising awareness
Purchase Intention Pearson 1 0.497 0.345 0.449 0.235
correlation
Sig 0.000 0.000 0.000 0.004
(2-tailed)
N 150 150 150 150 150
Product packaging Pearson 0.497 1 0.448 0.533 0.212
correlation
Sig. 0.000 0.000 0.000 0.009
(2-tailed)
N 150 150 150 150 150
Brand Logo Pearson 0.345 0.448 1 0.515 0.356
correlation
Sig. 0.000 0.000 0.000 0.000
(2-tailed)
N 150 150 150 150 150
Brand advertisement Pearson 0.449 0.448 0.515 1 0.356
correlation
Sig 0.000 0.000 0.000 0.000 0.000
(2-tailed)
N 150 150 150 150 150
Brand awareness Pearson 0.235 0.400 0.436 0.356 1
correlation
Sig 0.004 0.000 0.000 0.000 0.000
(2-tailed)
N 150 150 150 150 150
**. Correlation is significant at the 0.01 level (2-tailed).
**. Correlation is significant at the 0.01 level (2-tailed).
A Pearson correlation coefficient was computed by using SPSS to determine the relationship between brand elements, brand advertising and
brand awareness.
Firstly, the results indicate Moderate positive relationship between purchase intention and animation characters in product packaging among
the youngsters [r(150) = 0.497, p = 0.000]. ].The relationship between purchase intention and animation characters in the brand logo shows
low positive relationship [r(150)=0.345,p=0.000].The relationship between purchase intention and animation characters in
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brand advertising shows moderate positive relationship [r(150) = 0.449, p = 0.000]. Brand Awareness and purchase intention shows low
positive relationship [r(150)=0.235,p=0.004].
In conclusion, the youngster purchase intention increases when brand apply animation characters on brand elements, brand advertising and
brand awareness. Therefore, we fail to reject the null hypothesis. From the result, we accept all the hypothesis that apply animation characters
in brand elements, brand advertising and brand awareness have relationship with youngster purchase intention.
4.4 Multiple Regression Analysis
Regression analysis is a statistical technique that describes the connection between a response variable and its predictors mathematically or
functionally. The fundamental components of regression analysis include modelling, estimation, inference, and prediction. It is also useful
for estimating the value of the response variable and assessing the influence of analysts on it. The goal of this research is to look at the impact
of utilising animation characters in brand elements, brand advertising, and brand awareness on the purchase intentions of youngsters. As a
result, one response variable and three predictor variables were subjected to multiple regression analysis. Advertisement influence is regarded
as a response variable, and four variables are regarded as predictors. The following table summarises the findings of the regression analysis:
Table 4.0 : Summary of multiple regression brand elements, brand advertising and brand awareness and youngsters purchase
intention
Model R R square Adjusted R square Std. Error of the
Estimate
1 0.575 0.331 0.307 1.026
The regression model is summarized in Table 4. The correlation coefficients of different variables are 0.575, and the R-square is 0.331. It
concluded that all predictors had a little influence on the answer variable, and 33.1 percent of the variance in the response variable was
caused by variables, and the remainder may have been caused by other factors. The low R-square value might be due to the combination of
new factors or the presence of nonlinear components within current factors. While the R-square value indicates the model's goodness of fit,
a high value does not automatically indicate a well-fit model. If the model is statistically significant, it is possible to fit a decent model with
a low R-square value.
Table 5.0: summary of ANOVA table for regression table
Model Sum of Squares df Mean Square F Sig.
1 Regression 66.729 5 13.346 12.204 .000
b
Residual 155.291 142 1.094
Total 222.020 147
a. Dependent Variable: q1
b. Predictors: (Constant) product packaging, logo, brand advertising and brand awareness.
In Table 5, the analysis of variance for the regression model was performed under the null hypothesis that all parameters, i.e., regression
coefficients, are equal to zero. The F-value is 12.204 and the p-value is 0.000 at a 5% level of significance. The p-value is less than the level of
significance. The null hypothesis is therefore rejected. Therefore, each predictor has at least one parameter that is not zero. Additionally, it can
be observed that the predictor has a statistically significant effect on the response variable. Additionally, the effect of individual
predictors is analyzed, and the results are kept in a database. Although logo and brand advertising are statistically negligible, they have a
detrimental impact on purchasing influence. All other factors are significant statistically.
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Table 6.0: the summary of coefficients of brand elements, brand advertising and brand awareness.
Coefficients
Standardized
Unstandardized Coefficients Coefficients
Model B Std. Error Beta t Sig.
1 (Constant) 1.038 .429 2.419 .017
product packaging .337 .094 .333 3.575 .000
Brand logo .089 .105 -.015 -.156 .877
brand advertising -.016 .113 .066 .786 .433
brand awareness .343 .112 .295 3.077 .003
a. Dependent Variable: q1
Other variables, such as product packaging and brand awareness, had a statistically significant beneficial influence. The above table's
findings may alternatively be represented as an equation:
Influence=1.038+0.337(product packaging) +0.089(brand logo) - 0.016(product advertisement) +0.343(brand awareness).
■ 5.0 DISCUSSION.
The overall findings indicate that young Malaysian consumers show a variety of behaviours. This is because, among the 150 Malaysian
young consumers surveyed, we found diverse answers for several factors and variables.
From the result, it indicates Moderate positive relationship between purchase intention and brand elements in packaging [r(150) = 0.497, p
= 0.000]. .The relationship between purchase intention and animation characters in brand elements (logo) is positive low
[r(150)=0.345,p=0.000].The relationship between purchase intention and brand advertising shows moderate positive relationship [r(150) =
0.449, p = 0.000]. Brand Awareness and purchase intention shows low positive relationship [r(150)=0.235,p=0.004. From this result, we can
conclude the use of animation characters in brand elements, brand advertising and brand awareness can increase youngsters purchase
intention. From the previous literature review, we can conclude that all the result are right. In conclusion, we failed to reject the hypothesis
when we use animation characters in brand elements, brand advertising and brand awareness can influence youngster purchase intention.
Previous study has shown that younger customers have a greater effect on purchasing intention. It might be because younger customers are
more open to new experiences and are less concerned about price.
■ 6.0 LIMITATION
This article identified several limitations. Firstly, the sampling technique used, convenience sampling, has some reliability and validity
limitations, and future researchers may employ a various sample frame and a different target population using non-biased probability
sampling techniques such as simple random sampling or stratified random sampling. Additionally, the paper focused only on three factors:
brand elements, brand liking, and brand preference on purchase intention. Additionally, future studies should examine brand attachment,
brand trust, brand loyalty, and brand familiarity as possible predictors of consumers' purchase intention.
Additionally, the results are using small sample with only 150 respondents, making it impossible to simplify the findings to other customers
in other regions. Other researchers may choose to use amplification of sample sizes to get more representative viewpoints. Additionally, this
work used a quantitative approach maybe the future research can use mixed method approach, such as in-depth consumer perspectives
■ 7.0 CONCLUSION.
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In conclusion, the aspects such as brand advertising, brand awareness, and brand element are crucial in encouraging young people's buying
intentions. The report also confirms that when uses animated characters in brand elements, brand advertising and brand awareness can
increase youngster purchase intention. Additionally, this study creates a new approach to study consumer behaviour by launching a discussion
about the significance of marketing methods in generating and improving customer buy intentions in Malaysia. From the survey conducted,
most of youngsters like animation characters in advertising because they are not bored and more attractive than uses non- animation
characters.
In practise, since the use of animated characters in brand advertising, brand recognition, and brand element have a favourable impact on
youngsters. Animation characters in brand elements, brands advertising and brand awareness can attract attention to adults’ people not only
to children. Brand advertising may be enhanced by informing consumers about the advantages of the brand through television, social media,
and newspapers. Brand awareness may be increased via banner, and brand element can be increased by uses more attractive logos and
packaging.
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SOCIAL MEDIA BRAND COMMUNICATION STRATEGIES TO ENHANCE BRAND EQUITY OF
TOP ONE TECHNOLOGY SDN. BHD.
FITRI NURLIZA BINTI SYAPRI, THOO AI CHIN
Azman Hashim International Business School, Universiti Teknologi Malaysia, Johor Bahru
*Corresponding author: [email protected]
Abstract
Social media is booming massively, and it has become part of billions of people’s daily lives around the world. Hence, many
firms use social media platforms to reach a bigger audience and increase brand equity. In Malaysia, many companies take
the opportunity of leveraging social media communication into their business model. However, some electronics component
retailers rarely use the social media for marketing. Top One Technology Sdn. Bhd., a small company selling electronics parts,
is facing a challenge in promoting its brand to the local and online community. Thus, this study aims to investigate factors to
increase brand equity (brand awareness and perceived quality) via social media brand communication for electronic
component retailers. Using the results of survey, this study designed marketing strategies to enhance the brand equity of Top
One Technology Sdn. Bhd. This study adopted a quantitative research method to investigate the relationships between social
media brand communication, brand awareness, and perceived quality of electronic component retailers. A questionnaire as
the survey instrument was used to gather primary data from respondents online using Google Forms. Purposive sampling was
used to collect data from Facebook users who had liked any social media brand page of electronic components in Malaysia.
The sample size for the study is 150. Statistical Package for the Social Sciences (SPSS) software was used for data analysis.
The findings indicated that firm-created content (FCC) and user-generated content (UGC) positively and significantly
influence brand awareness and perceived quality of electronic component retailers. Moreover, brand awareness also has a
positive and significant influence on perceived quality. An intervention was conducted using the results of survey for Top One
Technology Sdn. Bhd. The postings using creative images, videos, and posters related to both FCC and UGC were uploaded
on Facebook page of Top One Technology Sdn. Bhd. The results of intervention showed a positive increase in terms of page
reach, engagement, impression, and followers. Clearly, Top One Technology Sdn. Bhd. and electronic component retailers can
further implement the social media strategy to enhance brand equity using social media brand communication.
Keywords: Social media brand communication, Firm-generated content, User-generated content, Consumer-based brand
equity, Brand equity, Brand awareness, Perceived quality
⬛ 1.0 INTRODUCTION
Retail is not a new concept; retailing begins with a community or neighbourhood activity (Severin et al., 2001),
which involves merchandise selling and purchasing by consumers for household purposes (Kotler & Armstrong, 2017).
Globally, the retailing is one of the most extensive and variegated industry (Dekimpe, 2020). The retailing system has evolved
dramatically from periodic market to tradesperson or retailers to specialization and finally big scale and globalization
(Michelle, 1997). The retailing industry is one of the crucial commercial sectors that contributed to Malaysia's Gross Domestic
Product (GDP) notably (Mui et al., 2003). In 2017, the wholesale and retail trade sub-sector contributed 29.8% to the services
sector's Gross Domestic Product (GDP) (Department of Statistics Malaysia, 2019). The prominent retail sub-sector that can be
seen in Malaysia are department stores, supermarkets, hypermarkets, mini-market, convenience stores, and cooperative
(Ganesan, 2021). Over the decades, Malaysia's retail climate has undergone significant changes (Mui et al., 2003), from
entirely physical and offline branding and marketing for their products to start using the internet and online platforms to
drive sales (Lee et al., 2008). Individuals now contribute articles and comments through the Internet's Web 2.0 technology,
and it has become possible to create user accounts across many websites that signifies the birth of social media (Kenton, 2020).
Social media is booming massively, and it has become part of billions of people's daily lives worldwide (Dwivedi
et al., 2020; Liu et al., 2021). Social media includes a diverse range of online, word-of-mouth forums such as blogs, company-
sponsored discussion boards and chat rooms, consumer-to-consumer e-mail, consumer product or service ratings websites and
forums, Internet discussion boards and forums, moblogs (websites that contain digital audio, images, movies, or
photographs), and social networking websites (Mangold & Faulds, 2009). Globally, around 4.66 billion people use the
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internet and with the increasing popularity of social media, now, 53.6 percent of the world's population uses social media
(Kemp, 2021). Hence, many firms use social media platforms to reach a bigger audience and increase brand equity (Raji et al.,
2020). From micro to huge, Malaysian companies recognize that social media marketing is no longer a choice but a must
(Ainin et al., 2015) for a wider reach (Thackeray et al., 2008) . The social media drives brand equity and improve brand
awareness (Raji et al., 2020), brand loyalty (Khalid, 2016), and perceived quality (Hermaren & Achyar, 2018). According to
Ukiwe, (2009), brand equity also allows the company to have stable long-term growth. Thus, social media brand
communication dimensions have a statistically significant effect on brand equity (Zahoor et al., 2016).
Many companies leverage social media communication into their business model (Parveen et al., 2015), such as
Fashionvalet (Md Saad & Yaacob, 2021), Air Asia (Harun et al., 2018) and Pamoga (Yusoff & Yasin, 2019). Companies use
social media to increase branding and engagement (Carlson et al., 2019; Liu et al., 2021).
For instance, Starbucks uses various social media tools for customer knowledge which serve as powerful branding
and marketing tools (Chua & Banerjee, 2013). Starbucks promotes and markets its products through social media channels
(Getaruelas, 2019). For example, Starbucks has an active Instagram, Facebook, Twitter, Pinterest, and YouTube account
(Starbucks, 2021). This way makes Starbucks instantly connects with a large audience and gain brand equity without spending
any money (Taecharungroj, 2017). However, contrary to food and beverage retail stores, some businesses like electronics
component retailers rarely use social media for marketing and branding. For instance, Top One Technology, a small business
that sells electrical components, is having difficulty in promoting their brand to the local and online communities they serve.
As a result, this study aims to investigate factors that drive brand equity of electronic component retailers. Further, the study
implemented several social marketing communication strategies to increase brand equity of Top One Technology Sdn. Bhd.
1.1 CASE DESCRIPTION AND PROBLEM STATEMENT
Top One Technology Sdn. Bhd. is a business that provides a range of electrical components, modules, tools,
equipment, and a small volume of Printed Circuit Board (PCB) prototyping services. Mr. Toh Cha Heng founded the company
in June 2016, and it is situated in Skudai, Johor Bahru. The company's goal is to offer exceptional service and technical support
to all clients, regardless of volume. There were two employees in the company, including a sales engineer and an accountant.
Top One Technology Sdn. Bhd. sells electronics goods to retail consumers and manufacturers such as AIMflexs System Sdn.
Bhd. and VS Plus Sdn. Bhd. Retail consumers included students from schools and universities such as the Universiti Teknologi
Malaysia and polytechnics. Top One Technology Sdn. Bhs. operates from 9 a.m. to 5:30 p.m., from Monday to Saturday.
Top One Technology Sdn. Bhd. was facing problems such as low brand awareness. Mrs. Joliza, the business's sales
engineer, claimed that the company had limited local customers and a low online presence since its establishment three years
ago. In fact, Top One Technology Sdn. Bhd. had implemented several marketing initiatives to promote and publicize its
products and services, such as distributing brochures, establishing a website (www.T1.com.my), and using social media
platforms, including Facebook. However, they failed to attract more customers. The main reason for the social media failure
was that they did not effectively utilize and update Facebook pages regularly. According to Lozano (2020), many companies
fail to leverage social media due to inconsistent posting.
Furthermore, Silva (2017) found that social media can be useless if it is not handled appropriately. Clearly, brand
equity is crucial for businesses to drive sales and generate loyal customer (Parwinder & Rekhi, 2018). Steven (2004) also
emphasized that brand equity is essential to sustain the business. Besides, brand equity can be the primary motivation to
purchase a specific brand compared to others (Malhotra & Malhotra, 2015). Hence, it is important for Top One Technology
Sdn. Bhd. to use social media for brand equity. According to Stojanovic et al. (2018), the intensity of social media usage can
positively affect brand awareness, brand loyalty and perceived value.
There are several ways to gain brand equity for Top One Technology Sdn. Bhd. such as firm-created social media
communication. Firm-generated content (FGC) is about businesses produce and manage social media content and discussions
(Schivinski & Dabrowski, 2015). The company can start making content in their social media according to the current trend.
Essentially, marketing communications could play an essential role in selling the company's products (Tritama & Tarigan,
2016). Content that is relatable to the business and its clients will pique their attention and make them unable to refuse the
offer. (Glucksman, 2017). However, simply creating content in social media platforms is not enough. Nowadays, one-way
communication has evolved into multi-dimensional, two-way, and peer-to-peer communication (Berthon et al., 2008).
Therefore, user-generated content (UGC) can be beneficial to the company for achieving a bigger audience.
User-generated content (UGC) is generated when previous buyers share their thoughts, preferences, experiences
online, that allows potential buyers to read and access the information (Bahtar & Mazzini, 2016) in an interactive virtual
community (Sethna, Hazari, & Bergeil, 2017). The information typically consists of product, brand, or specification-related
subject matter that encourages consumers to learn more about the product and drive their purchase intentions (Kiran &
Shanmugam, 2016). UGC is a highly effective hidden marketing tool for businesses due to editorial and social media content
to improve brand equity through the user's network (Fromm, 2016). Therefore, this study aimed to investigate factors that
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drive brand equity of electronic component retailers. From the findings, this study proposed and implemented the marketing
strategies that could increase the brand equity of Top One Technology Sdn. Bhd.
1.2 RESEARCH OBJECTIVES
This study listed three main research objectives:
RO1: To identify the factors that drive the brand equity of electronic component retailers.
RO2: To implement marketing strategies that could increase the brand equity of Top One Technology Sdn. Bhd.
RO3: To examine the best implemented marketing strategies that could increase the brand equity of Top One Technology
Sdn. Bhd.
⬛ 2.0 LITERATURE REVIEW
2.1 SOCIAL MEDIA BRAND COMMUNICATION
The Internet is evolved from a military-only network (Naughton, 2016) to its present position as one of the developed
world's primary sources of information and communication. The Internet's presence and Web 2.0 innovation have altered how
people live and interact (Curran et al., 2012). Web 2.0 or collaborative web are often used interchangeably with social media
(Berthon et al., 2012). Social media has become embedded in people's daily lives as a means of communication, information
exchange, and content creation (Khalid, 2016). The term "social media" refers to a virtual network where people may express
themselves, share ideas, and regulate communications from any location (Jha, 2019). Furthermore, from a business perspective,
social media is often used as a marketing and sales tool (Royle & Laing, 2014). Two common characteristics contribute to the
definition of social media. First, social media platforms need involvement. Second, social media require interaction (Jimmie,
2014). Social media contributes to increased sales, customer engagement in the brand creation process, brand recognition,
favorable brand connotations, and consumer loyalty (Fournier & Avery, 2011). According to Rudloff and Frey (2010), users
place a higher weight on social media recommendations than business advertisements. As a result, marketers have now
embraced social media as a very effective marketing tool (Appel et al., 2020). Therefore, to assess the effect of social media
brand communications, it is essential to differentiate between two types: (1) firm-created communications and (2) user-
generated communications (Godes & Mayzlin, 2009).
2.1.1 User-generated content (UGC)
User-generated content (UGC) is any digital material produced and shared freely by users of different social
media platforms or websites in the form of videos, images, blogs, tweets, and articles (Naem & Okafor, 2019). UGC is
often referred to as electronic word–of–mouth (e-WOM), functions identically to traditional word–of–mouth (WOM)
(Manap & Adzharudin, 2013). UGC on social media platforms and search engines significantly impact consumers' online
purchases (Ghose et al., 2012). For instance, Stephen and Galak (2012) found that certain social interactions on social
media platforms, such as referring friends features and debates in online forums, may benefit critical marketing outcomes
including new customer acquisition and sales. According to Sethna et al. (2017), UGC is useful for business because it
enhances brand awareness, broadens market reach, and gains customer insight. As highlighted by Sulianta and Sapriya
(2019), the benefits of the UGC platform include business-oriented advertising, community engagement, valuable
information from users, constant accessibility, and active interaction between viewers, which has made it as an outstanding
information tool feature. Studies such as Müller and Christandl (2019) reported the content influence on the content
response of sponsored and user-generated content. Besides, Crowston and Fagnot (2018) highlighted the user's motivation
to participate in user-generated content.
2.1.2 Firm-created content (FCC)
Firm-created content (FCC) is defined as content produced by marketers for official brand pages on social media
platforms (Colicev et al., 2019). Recent research has shown that the connection between social media and business success
is mainly due to its impact on customer attitudes and behaviour (Hewett et al., 2016). According to Kumar et al. (2015),
FCC has a more significant effect on consumers who have remained with a business for an extended period and on
customers who are tech-savvy and active on social media. Several studies have proven that FCC has a significant impact
on the engagement and interactions of users (Hernández-Ortega et al., 2020; Huertas & Marine-Roig, 2016; Pletikosa
Cvijikj & Michahelles, 2013). According to Yilmaz and Tuncel (2020), FCC is beneficial for businesses to attract and
engage customers by producing compelling content on their social media platforms. Meanwhile, Nisar et al. (2020) found
that FCC is useful to improve firm reputation through information diversity toward users and valence.
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FCC is vital for business performance and customer engagement (Bai and Yan, 2020) as well as customer behaviour
(Kumar et al., 2016).
2.2 BRAND EQUITY (CBBE)
A brand is a name, condition, design, symbol, or anything else that can be used to identify a product or service and
to distinguish one seller from another (Ilias et al., 2020). According to Sammut-Bonnici (2015), a brand may be described as
a collection of physical and intangible characteristics used to generate awareness and identification for a product, service,
person, location, or organization to establish its reputation. Brands pervade almost every area of human lives: economic, social,
cultural, athletic, and even religious (Maurya & Mishra, 2012). The characteristics of a brand include the price, the product's
quality, the brand's image, and its packaging (Khangn, 2012). One of the main objectives of brand management is to increase
customer awareness and recognition of a company's brand (Kenton, 2018). There are a few reasons why the brand is helpful
for businesses such as providing customers a more substantial and lasting impression (Touzé, 2021) and having a sense of
familiarity with the product or services (Lin, 2013).
Brand equity is a concept of belief that transcends basic familiarity to a level of superiority, and it is not always
connected to behaviour (Berthon et al., 2012). Brand equity (service) is the accumulation of consumer values (Seturi, 2017).
Aaker et al. (1992) offered one of the most thorough conceptualizations of consumer-based brand equity (CBBE) available,
consisting of four assets: brand awareness, brand association, brand loyalty, and perceived value. Schivinski and Dabrowski
(2015) conceptualized CBBE as a multidimensional construct comprising three reflective first-order variables: brand
awareness/associations, perceived quality, and brand loyalty. Brand equity is created through brand image and brand awareness
(Jara & Cliquet, 2012). Brand equity measures a brand's market value, and hence a brand with a high equity score has a high
market value (Mahmood & Bashir, 2020).
Brand equity is a critical notion in business practice and academic study because it enables marketers to obtain
competitive advantages via solid brands (Anselmsson et al., 2017). Brands have more significant brand equity to the degree
of well-known, increased brand loyalty, brand awareness, and perceived quality (Emari et al., 2012). Numerous studies have
been conducted on brand equity (Jara & Cliquet, 2012; Mahmood & Bashir, 2020; Shahid et al., 2017). For example, according
to Alam et al. (2019) found that firm-generated and user-generated content positively affect brand equity and purchase
intentions. Bruhn et al. (2012) found that brand communication enhances brand equity by raising the likelihood that a brand
would be included in a customer's consideration set, thus reducing the process of brand selection, and establishing a habit.
2.3 BRAND AWARENESS
Brand awareness is defined as how people become acquainted with a brand name and can recall and recognize it
(Djakeli, 2012; Lin, 2013; Gursoy et al., 2014). According to Chaney et al. (2018), brand awareness refers to customers' ability
to identify brands under various conditions, as reflected in brand reconstruction and recall performance. Brand awareness
represents the extent to which a brand is recognized, accepted, and remembered by consumers in any situation (Perreault et
al., 2013). Brand awareness has several levels, and it is beginning with not recognizing the brand and progressing to brand
recognition and the top-of-mind recalling stage (Ilias et al., 2020). A poster, a film, ads, banners, or social media may all be
used to increase awareness of a brand (Tritama & Tarigan, 2016). In fact, several factors, including brand exposure, customer
engagement, and e-WOM, are considered when evaluating the effects of social media on brand awareness (Shojaee & Azman,
2013).
Brand awareness is required for communication processes to take place (Djakeli, 2012). Consumer decision-making,
market performance, marketing mix, and brand equity are influenced by brand awareness (Zhang, 2020). Strong brand
awareness will provide a company with a competitive advantage in the market and enhance its overall reputation and credibility
(Latif & Mdnoor, 2014). Moreover, brand awareness is critical because people often buy a known brand which they are
comfortable with it (Panchal et al., 2012). Consumers also are more likely to choose a well-known brand over an unknown
brand when comparing the two (Huang & Sarigöllü, 2012). Consumers employ brand awareness as a decision heuristic, which
enhances the management of customer-based brand equity (Buil et al., 2013; Huang & Sarigöllü, 2012). As such, brand
awareness and recall are critical when consumers make purchasing decisions (Thoma & Williams, 2013).
2.4 PERCEIVED QUALITY
Perceived quality is challenging to comprehend and quantify since it comes from the abstract concept of value, with
many interpretations (Yu et al., 2017). Perceived quality is a relative and subjective notion (Gallarza et al., 2011). Customer
perceptions of quality may vary according to the individual's circumstances, consumption scenario, and
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environment (El-Adly & Eid, 2015). Perceived quality may be described as the customer's impression of a product's or service's
overall quality compared to alternatives for the intended purpose (Panchal et al., 2012). Moreover, perceived quality is
composed of two components: benefits received, and costs incurred (Liu et al., 2015). There are a total of twelve factors that
affect customer's perceived quality, including communication, interactivity, mission marketing, brand equity, service quality,
perceived cost, confidence, strategic consistency, customer satisfaction, customer loyalty, planning and evaluation, and
organizational infrastructure (Sivanenthera & Shanmugathas, 2018). Studies such as Christodoulides et al. (2012) investigated
the consumers' views of brands' quality and engagement with brand related UGC. Zheng et al. (2017) examined how inter-
user relationships on a social commerce platform influence users' views of electronic commerce companies' value propositions.
2.5 HYPOTHESES DEVELOPMENT
2.5.1 Social Media Brand Communication and Brand Awareness
Zailskaite-Jakste and Kuvykaite (2013) found that social media brand communication contributes to brand awareness
and a favorable brand image. In addition, Schivinski and Dabrowski (2015) recognized that a business's firm-created
social media brand communication affects brand awareness and customer perceptions of brand quality. Furthermore,
based on research done by Bolton et al. (2013), social media is adequate to deliver information to Gen Y. According
to Hutter et al. (2013), consumer involvement with a company's fan page on social media their sense of brand
awareness are highly correlated. Similarly, Seo and Park (2018) implied that brand awareness is significant to the
social media content of a company's brand. In addition, Hermanen and Achyar (2018) indicated that evaluating firm-
created content has a favourable and substantial effect on brand association and awareness. Besides, social media
marketing is proven effective in increasing brand awareness of promoting handicraft products in India through the
findings of Guha et al. (2021). Based on the above discussion, the following hypothesis is proposed:
H1a: A positive evaluation of firm-created social media brand communication positively and significantly
influences brand awareness.
In addition, sparking on social media communication via customer involvement in brand development may increase
a company's likeability (Zailskaite-Jakste & Kuvykaitė, 2013). According to Shojaee and Azman (203), UGC
significantly influences brand awareness. Similarly, Alam and Khan (2019) validated that UGC positively impacts
brand awareness. In addition, Malthouse et al. (2015) found that engagement via content elaboration impacts brand
awareness and associations. Moreover, Hutter et al. (2013) indicated that the social media communication of UGC
does affect the purchasing process. Additionally, UGC was found to positively impact perceived credibility and
information quality (Mathur et al., 2021). Moreover, according to Zhou and Xue (2021), rather than perceived
usefulness, reported ease of use and pleasure were significant predictors of attitude and intention for trip planning
using UGC. Therefore, the following hypothesis is proposed:
H1b: A positive evaluation of user-generated social media brand communication positively and significantly
influences brand awareness.
2.5.2 Social Media Brand Communication and Perceived Quality
According to Huang et al. (2018), social media brand communication will enhance the user's perceived quality of a
brand. Durmaz et al. (2018) found a significant correlation between consumers' perception of a brand image and
perceived brand quality. Cham et al. (2021) also found related evidence that commercials and social media
communication have a remarkable impact on medical tourists' perceptions of hospital corporate image, which
positively affects customers' confidence in the hospital's brand. Likewise, according to Almestarihi et al. (2021),
social media marketing had a noticeable impact on the CBBE characteristics of brand awareness and perceived
quality. In addition, Nisar and Prabhakar (2018) highlighted that consumers' sentiment regarding a firm could
moderately influence perceived quality. Therefore, the following hypothesis is proposed:
H2a: A positive evaluation of firm-created social media brand communication positively and significantly
influences perceived quality.
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Daugherty et al. (2013) found a positive relationship between UGC with attitude and consumer behavior about
specific brands. Moreover, Ozuem et al. (2016) indicated that UGC acts as a mediator in the customer decision-
making process, with a level of credibility above and beyond that of a traditional marketing communication
campaign. Besides, Christodoulides et al. (2012) found that consumer views of co-creation, community, and self-
concept favor UGC participation, which positively affects consumer-based brand equity. Perceived quality is also
achievable through UGC because family and friends are more likely to trust content from someone they know (Liu
et al., 2015). Hence, the following hypothesis is proposed:
H2b: A positive evaluation of user-generated social media brand communication positively and significantly
influences perceived quality.
2.5.3 Brand Awareness and Perceived Quality
According to Su (2016), brand awareness affects perceived quality. Similarly, Zheng et al. (2017) recognized a
favorable link between brand awareness/association and perceived brand quality. Consumer awareness and brand
association are the first steps in creating customer-based brand equity. It affects the consumers' impression of brand
quality and their attitude towards the brand if they are familiar with it. Furthermore, Schnurr et al. (2017) found that
customer perception of a product's attractiveness and perceived quality exist for familiar products and the opposite
for unfamiliar products. Similarly, according to Park et al. (2019), brand familiarity moderates the association
between substantive servicescape and good sentiment, having a more substantial effect on individuals with low
familiarity than on people with high familiarity. Thus, the following hypothesis is proposed:
H3: Brand awareness has a positive and significant effect on perceived quality.
2.3 RESEARCH FRAMEWORK
Figure 1: Research framework for impact of brand communication on brand equity
through social media
Figure 1 depicts the conceptual framework of this study. In this study, firm-created and user-generated social media
communications have positive and significant impact on brand equity including brand awareness and perceived quality. This
framework is adopted from Schivinski and Dabrowski (2015).
⬛ 3.0 RESEARCH METHODOLOGY
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3.1 RESEARCH DESIGN
The research design is defined as the techniques and procedures used in gathering and analyzing necessary data
to fulfill objectives (Boru et al., 2018). According to Abutabenjeh and Jaradat (2018), a research design is a blueprint that
outlines the procedures for gathering, measuring, and evaluating data. A research design is a strategic plan of action that links
the research topic and the study execution (Blanche & Durrheim, 2006). Researchers might conduct their studies more
smoothly if they choose a proper research design (Ranjit, 2019). Therefore, it is crucial to develop an appropriate research
design.
The research design may be broadly classified into exploratory and conclusive perspectives (Malhotra, 2012).
According to Creswell (2018), due to a scarcity of preliminary data and studies for reference, exploratory research refers to a
preliminary study conducted to get initial insights and knowledge of the started issues. In exploratory research, qualitative data
are utilized, and the research method is unstructured and ad hoc.
On the other hand, a conclusive research design is described as research that produces results for decision-making
via the validation of hypotheses and connections (Lo et al., 2020). This type of study's research objectives and data
requirements must be precisely defined (Dudovskiy, 2018). Conclusive research equips researchers with the knowledge they
need to formulate action strategies (Neelankavil, 2015). Therefore, this study adopted the conclusive research design to study
the relationship between social media brand communication, brand awareness, and perceived quality.
3.2 POPULATION AND SAMPLING
The term "population" refers to a group of people or things that share specific characteristics (Ranjit, 2019). The
target population identifies the units for whom the survey's results are intended to be generally applicable (Flick, 2015).
Thus, the study's target population is Facebook users who have liked any social media brand page of electronic components
in Malaysia.
Sampling is a process of selecting a sample to estimate the characteristics of the population or learning about a whole
population by investigating a subset of it (Kabir, 2016). Sampling broadly can be divided into two, which are probability
sampling and non-probability sampling (Acharya et al., 2013). Probability sampling is a collection of strategies designed to
reduce the risk of bias by ensuring that the sample is "representative" of the population (Banning, 2021). The likelihood of
each feasible sample being chosen is nonzero for each member of the population (Schreuder et al., 2001), and it is a random
selection of individuals from a population (Acharya et al., 2013).
Meanwhile, non-probability samples are ones in which certain population members have a more significant but
unknown likelihood of selection (Galloway, 2005). In non-probability sampling, respondents are selected to deepen the current
understanding of the sample more (Uprichard, 2013). Hence, this study used a non-probability sampling approach known as
purposive sampling since the study collected data from Facebook users who had liked any social media brand page of electronic
components in Malaysia.
Purposive sampling, also known as judgmental or selective sampling, employs methods that rely on the researcher's
judgment in selecting individuals who have prior knowledge of the subject being examined (Gill, 2020). These strategies
include sampling with the maximum possible variety, expert sampling, and typical case sampling (Berndt, 2020). Additionally,
suitable sample size is essential to ensure a reliable research finding (Anderson, 2019). According to Verma and Verma (2020),
a sample size of 150 is deemed appropriate for conducting research. As a result, this study's sample size is 150.
3.3 RESEARCH INSTRUMENT
A research instrument is a tool for collecting, quantifying, and analyzing data about a researcher's research objectives
(Flick, 2015). This study employed a quantitative approach, with primary data collected online via Google Forms using a
questionnaire instrument. Quantitative research is a method of data collection and analysis that quantifies the process of data
collection and analysis (Bell et al., 2002).
The questionnaire is divided into three parts: A, B, and C. Part A contain two qualifying questions, which are 'are
you an active Facebook user?' and 'have you liked any social media brand page of electronic components such as a diode,
microchips, LED, Arduino, propeller, battery, adapter, motor, resistors, et cetera?'. Part B included respondents' demographic
characteristics, such as gender, age, income level, education, employment, and social media usage time. Furthermore, Part C
has fifteen questions, and the first four are about respondents' perceptions and satisfaction with electronic component retailers'
firm-created and user-generated social media content. Meanwhile, there are four questions related to brand awareness and
three more about perceived quality.
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The survey questions were adapted from Schivinski and Dabrowski's (2015) using a five-point Likert scale. Links
to surveys were distributed by direct messages to WhatsApp and Facebook users to encourage them to participate in the
research. The invitation to the questionnaire included information about the objectives of the study. A brief example was given
to assist respondents in differentiating between two distinct sorts of social media brand communications. In Part C of the
questionnaire, a 5-point Likert Scale was used, ranging from 1 (Strongly Disagree) to 2 (Disagree), 3 (Neutral), 4 (Agree), and
finally 5 (Strongly Agree). Data was reviewed, processed, and analyzed following data collection using the Statistical Package
for the Social Sciences (SPSS).
⬛ 4.0 FINDING AND ANALYSIS
This section analyses and summarizes the survey findings on social media brand communication to increase brand
equity (brand awareness and perceived quality) of electrical component retailers. This study primarily employed three types
of analysis: normality, reliability, and multiple regression.
4.1 RESPONSE RATE
The survey was distributed to respondents through social media such as WhatsApp, Facebook, Instagram, and
LinkedIn. The population of study was composed of Facebook users in Malaysia who had liked or followed any electronic
components retailers page or product before. Out of 217 responses, 67 responses were rejected due to respondents did not
fulfill the qualifying requirement for the study. Hence, 150 was usable for data analysis and recorded a response rate of 69.12
%.
4.3 PROFILE OF RESPONDENT
As shown in Table 1, females made up 56% of the population, while males made up 44%. Results show that most
respondents were 18 to 30 years old (80%), 73.3% of respondents had income below RM 2000, 76% of respondents had a
bachelor's degree, and 59.3% were full-time students. Furthermore, majority of respondents spent more than 4 hours daily on
social media with 41.3%.
No. Demographic Frequency Percentage (%)
1. Gender Female 84 56.0
Male 66 44.0
2. Age 18 – 30 years old 120 80.0
31 – 40 years old 18 12.0
41 – 56 years old 11 7.3
Over 50 years old 1 0.7
3. Income level Below RM 2000 110 73.3
RM 2000 – RM 4000 18 12.0
RM 4000 – RM 8000 15 10.0
Above RM 8000 7 4.7
4. Education SPM 0 0
STPM/Diploma/A-level 17 11.3
Bachelor 114 76.0
Master/MBA 13 8.7
PhD/DBA 6 4.0
Other 0 0
5. Employment Employed 38 25.3
Unemployed 13 8.7
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Self-employed 9 6.0
Retired 1 0.7
Full-time student
89 59.3
6. Daily social media Less than 1 hour 9 6.0
usage
1 – 2 hours 26 17.4
2 – 4 hours 53 35.3
More than 4 hours 62 41.3
Table 1: Profile of Respondents
4.3 NORMALITY TEST
Ghasemi and Zahediasl (2012) used normality test to determine if a data set is well-modeled by a normal distribution
and to forecast the probability that the random variable underlying the data set is normally distributed. SPSS allows for
assessing variables’ skewness and kurtosis and the application of statistical data to determine their normalcy. Cain et al. (2017)
defined skewness as the degree to which a distribution deviates from normalcy when subjected to a normality test.
A normal distribution exists when the skewness is zero. Negative numbers form a graph that is left-skewed, whereas
positive values make a graph that is right-skewed. On the other hand, Wilson and Joye (2020) defined kurtosis as the degree
to which the normality curve peaks or is flat. If the skewness values are between -2 and +2 (Wagner, 2015) and is between -7
to +7 for the Kurtosis test, the distribution is considered normal (Hair et al., 2010). As a result, SPSS was utilized as a screening
tool to verify and validate the normality of data before beginning the data analysis. As shown in Table 2, the skewness range
is -0.695 to -0.181, whereas the kurtosis range is -0.706 to -0.148. Hence, the data of study is normally distributed.
N Skewness Kurtosis
Variables
Statistic Statistic Std. Error Statistic Std. Error
Firm-created social media 150 -0.181 0.198 -0.543 0.394
communication
User-generated social media 150 -0.375 0.198 -0.706 0.394
communication
Brand Awareness (BA) 150 -0.695 0.198 -0.125 0.394
Perceived Quality (PQ) 150 -0.513 0.198 -0.468 0.394
Valid N (listwise) 150
Table 2: Normality Analysis
4.2 RELIABILITY TEST
The reliability test was used to determine the internal consistency and reliability of the questionnaire constructs
employed in the study. Cronbach Alpha should be more than 0.7 in dependability and acceptance (Ranjit, 2019). The
Cronbach's alpha values for all variables, including FCC, UGC, brand awareness (BA), and perceived quality (PQ), should
be trustworthy and valid when the test was performed. Table 3 shows that all variables have Cronbach’s alpha value more than
0.70. Thus, the study can proceed to the next phase of hypotheses testing.
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No. Variables Cronbach’s Alpha N of Items
1. Firm-created social media 0.796 4
communication
User-generated social media 0.828 4
2.
communication
3. Brand awareness (BA) 0.839 4
4. Perceived quality (PQ) 0.759 3
Table 3: Reliability Analysis
4.3 REGRESSION ANALYSIS
Regression analysis is a collection of statistical approaches for estimating relationships between variables (Thrane,
2019). The variables are not treated symmetrically (Angelini, 2019). There are several variations of regression, and the most
commonly used are linear regression and multiple regression (Morrissey & Ruxton, 2018). Frequently, linear regression was
employed to investigate the relationship between two variables (Schmidt & Finan, 2018). Linear regression is the simplest
model and functions as a linear mixture of predictors (Su et al., 2012). Linear regression was used in this study to investigate
the relationship between brand awareness and perceived quality.
Multiple regression is an extension of simple linear regression and used to forecast a variable's value using two or
more other variables (Bell et al., 2002). The multicollinearity test was used to verify that the tolerance value for each variable
is more than 0.1 and the variance inflation factor (VIF) value is less than 10. Multiple regression analysis examined the
connections between social media brand communication, brand awareness, and perceived value. The R2 values will determine
associations and the most potent predictors, and the beta value will indicate the strength of each independent variable to the
dependent variable, which is the higher, the stronger the relationship is. Besides, a variable relationship is statistically
significant when p-value < 0.05 (Dahiru, 2011). Hence, multiple regression was used to investigate the relationship between
FCC and UGC to brand awareness and perceived quality.
Table 4 shows that all hypotheses are supported. FCC and UGC are positively and significantly related to brand
awareness. UGC is the strongest predictor for brand awareness with a beta value of 0.444. The R2 value was 0.362. Hence,
36.2% of the variations in the dependant variables is explained by the linear relationship with the independent variable. In
addition, FCC and UGC have a significant and positive impact on perceived quality. Similarly, UGC is the strongest predictor
for perceived quality with a beta value of 0.531. The R2 value was 0.457. Thus, 45.7% of the variations in the dependant
variables is explained by the linear relationship with the independent variable. Finally, the relationship between brand
awareness and perceived quality is positive and significant.
Hypotheses Relationship Standardized Coefficients P- Value T-Value Result
Beta
H1a FCC → BA 0.198 0.037 2.105 Supported
H1b UGC → BA 0.444 0.000 4.714 Supported
H2a FCC → PQ 0.192 0.027 2.230 Supported
H2b UGC → PQ 0.531 0.000 6.152 Supported
H3 BA → PQ 0.612 0.000 9.403 Supported
Table 4: Multiple Regression Analysis
4.5 INTERVENTION FOR TOP ONE TECHNOLOGY SDN. BHD.
The intervention was conducted for Top One Technology Sdn. Bhd. for two months from 17th September 2021 to
16th November 2021. The findings show that FCC and UGC are critical to increase the brand awareness and brand equity of
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electronic component retailers. Figure 2 shows the marketing strategies used during the intervention for Top One Technology
Sdn. Bhd. using the findings from survey. Firstly, a weekly schedule was fixed for posting on Facebook page of Top One
Technology Sdn. Bhd. Further, FCC included soft selling, hard-selling, posters, video, and trendy product and non-product
content was created. Furthermore, users were encouraged to create UGC via customer reviews in the post, tag, or reposting
audience content. Beside using the contests and challenges, the UGC strategy also included creative engagement such as polls
and pop quizzes. Then, Facebook users were invited to interact and engage through question-and-answer session, and comment
section. According to Sashi (2012), when relationships between seller and buyer become stronger, it leads to new relations
and interactions, creating a virtuous customer engagement cycle. Through personal interaction and engagement, consumer
perception of the product could be obtained whether it is good or not. As explained by Cambra-Fierro et al. (2021),
engaged consumers would not hesitate to provide product feedback online. This kind of feedback is more trustworthy, readily
retained, and compelling than company-controlled communications (Huerta-Álvarez et al., 2020). Xia et al. (2019) stated that
consumers' psychological processing and perception of products might change because of online interaction. Lastly, the
effectiveness of the strategies was measured using Facebook insights to monitor engagement and reach number. As suggested
by Costopoulou et al. (2019), the Facebook analytic tool can effectively examine company Facebook pages quantitatively and
help business owners to enhance their social media strategies.
Figure 2: Intervention strategies
After examining the company's present social media, a posting plan for the first week was established. A discussion
with the store manager was conducted on the intervention. To bring public attention to the page, an announcement about a
social media revamp was designed and posted on the Facebook of Top One Technology Sdn. Bhd. Furthermore, a poster about
the company background was posted in week 2. My-Robot Taman Universiti Sdn. Bhd. is part of Top One Technology Sdn.
Bhd, therefore, the achievement of the robotics center such as Singapore's robotic competition was reposted on the Facebook
of Top One Technology Sdn. Bhd.
A short video about a do-it-yourself project was also posted to highlight how an electrical component works and
how much fun it can be. In week 3, product-related contents, such as a video on how to create a small electrical tester, was
published, and Facebook users were informed that they could purchase all the components from Top One Technology Sdn.
Bhd. and try the hack themselves. UGC was started in week 3 when the posting requested the audiences to submit a creative
video or picture using electrical components bought from Top One Technology Sdn. Bhd. UGC is important to boost the
consumer perceived quality since reviews or content from other customers is more trustworthy. In week 4, Top One
Technology Sdn. Bhd. was tagged in a video that was later re-posted. A video with relevant content regarding an electrical
component was also posted in the week. The audiences were encouraged to comment, tag, and repost in week 5 to increase
engagement and reach to wider Facebook users. A video from an audience was shared on the Facebook page, using a
product graphic to depict many types of diodes sold by the company. In week 7, question-and-answer section was created to
reply to customer queries concerning electrical components offered by Top One Technology Sdn. Bhd. In week 8, a new video
of the product was released, along with a poster with feedback and criticism to increase the perceived quality of product and
services. Finally, in week 9, a holiday greetings poster was released, together with an interactive quiz game to test the
followers’ knowledge about electrical components.
11
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Figure 3: Intervention timeline and contents
4.6 IMPACT OF INTERVENTION
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After 2 months of intervention, Facebook page performance of Top One Technology Sdn. Bhd. was increased by
124.6 % after integrating FCC and UGC into the company's social media content. The brand awareness of the company was
enhanced through the increased number of reaches. The content reaching the most audience was the content that was purposely
pinned using company introduction posters with 166 Facebook users. The total reach was recorded as 301 Facebook users (see
Figure 4).
.
Meanwhile, the number of impressions is 3112 in total. Besides, the page also received 190 engagements and around
60 likes during the intervention, with an increase of 2900 % compared to the past two months. The page followers also
increased from 514 to 533 people with an increase of 3.69 %. Clearly, FGC and UGC have positive impact on social media.
Moreover, perceived quality was improved. Through UGC, it demonstrated the product's functional value, such as its
convenience, availability, and ease of use (Harrison, 2010). Xie et al. (2019) stated that functional value does affect perceived
quality and according to Stylidis et al. (2020) perceived quality indicates the product's attraction to the buyer or have intention
to purchase it. Thus, as result around 10 customers interested and reached out through the messenger to ask about products
and the store location. Meanwhile, two audience re-post the content about product introduction in their personal page, resulting
in three new followers proved that the intervention improved perceived quality as audience are attracted to buy the products.
However, FCC generally attracted and reached more audience compared to UGC contrary to the survey finding. In term of
engagement UGC on average had higher engagement compared to FCC. Lastly, it is also found that short video had higher
engagement compared to a long video.
Figure 4: Facebook page reach for two months
⬛ 5.0 DISCUSSION AND CONCLUSION
5.1 RESEARCH OBJECTIVE DISCUSSION
5.1.1 RO1: To identify the factors that drive the brand equity of electronic component retailers
The results found that social media brand communication have positive and significant influence on brand equity
of electronic component retailers. This finding is aligned with Schivinski and Dabrowski (2015). First, the results show
that a positive evaluation of firm-created social media brand communication positively and significantly influences brand
awareness. The result is consistent with previous study of Hutter et al. (2013), there is a strong influence of brand page
content on brand awareness. Moreover, Barreda et al. (2015) found that the social media brand communication strategies
could leverage interaction, system quality, and content quality to promote brand awareness.
Second, a positive evaluation of user-generated social media brand communication positively and significantly
influences brand awareness. This is consistent with the findings of Schoenmueller and Schäfer (2012), Bashir, Ayub and
Jalees (2017), and Khajuria (2018). Clearly, the better the evaluation of user-generated content in social media, the greater
the brand's awareness. Moreover, the result also indicates that a positive evaluation of firm-created social media brand
communication could positively and significantly influences perceived quality. The result is aligned with previous studies
of Durmaz et al. (2018), Nisar and Prabhakar (2018), which highlighted that there is a significant correlation between
consumers' perception of a brand image and perceived brand quality.
Furthermore, result shows that a positive evaluation of user-generated social media brand communication
positively and significantly influences perceived quality. This result supported the study by Daugherty et al. (2013),
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Ozuem et al. (2016), and Christodoulides et al. (2012) that acknowledge there a positive relationship between user-
generated content with attitude and consumer behavior about a specific brand. Besides, the result shows that brand
awareness does positively affect perceived quality significantly. This result is supported by the findings of Zheng et al.
(2017), which recognized a good link between brand awareness and perceived brand quality. Brand awareness does
affect the consumers' impression of brand quality when they familiar with the brand.
To conclude, user-generated content and firm-created content are proven as significant factors that drive brand equity
of electronic component retailers in terms of brand awareness and perceived quality. Brand awareness or a sense of
familiarity allows the customer to have positive or negative perceptions or assumptions for the quality of the product. The
finding could be utilized by Top One Technology Sdn. Bhd. to improve their current social media strategy to fit the current
need of the audience, as stated through the survey result.
5.1.2 RO2: To implement marketing strategies that could increase the brand equity of Top One
Technology Sdn. Bhd.
The survey results found that both FCC and UGC positively and significantly impacted brand awareness and
perceived quality of electronic component retailers. It was also approved by the earlier researchers that UGC and FCC
have a significant influence on brand equity (Kim & Johnson, 2016; Alam & Khan, 2019). Figure 3 shows the timeline
and content create for Top One Technology Sdn. Bhd. Every content is constructed precisely to fit the research objective.
The consistent posting could create brand awareness (Simpson 2019).
Based on the survey result, brand awareness is related to perceived quality. Chi et al. (2009) indicated that when
brand awareness is high, consumers will evaluate their product as high quality from their previous experience. Thus, the
first post during the intervention was a poster to draw attention of new media appearance for Top One Technology Sdn.
Bhd. The poster introduced the company information to build brand awareness. Besides, a potential customer could
easily recognize the brand beforehand by giving prior information.
Besides, user-generated content could also affect brand perceived quality (Christodoulides et al., 2012). Perceived
quality is the judgment of the consumer's mind toward the company's product or services (Snoj et al., 2004). According
to Ozuem et al. (2016), user-generated content provides higher-order credibility than standard commercial communication
strategies. Hence, during the intervention, customers were encouraged to tag the company or send their product vlog or
anything they created using the product they bought from the company to be posted on the Facebook page, and through
this, perceived quality can be improved. Brand awareness was increased when customers indirectly promoted Top One
Technology Sdn. Bhd. through their social media. Furthermore, user-generated content also applied through engagement
in question-and-answer and comment sections. Dabbous and Barakat (2020) proved that engagement or interactivity
through social media was expected to improve brand awareness.
Moreover, the firm-created content positively impacts both perceived quality and brand awareness through the
survey. Thus, many types of firm-created content were produced during the intervention. For example, DIY Project,
product infographics, Did You Know? Series, Inspiration Video, Holiday wishes, and Invention video. The variety of
content could increase customer interest and brand awareness as attractiveness and entertainment significantly impact
brand awareness (Nguyen & Nguyen, 2020). Popular and relevant hash tag also was used on every post so that it could
distribute wider and reach a bigger audience. Meanwhile, high perceived quality could be obtained as posting about product
information and real-life picture through the market was created in Facebook of Top One Technology Sdn. Bhd.
5.1.3 RO3: To examine the best implemented marketing strategies that could increase the brand equity
of Top One Technology Sdn. Bhd.
Using the analytic tools, the intervention utilizing both firms-created content and user-generated content effectively
enhance brand awareness and perceived quality. The implemented marketing strategies that involving both user-generated
content and firm-generated content effectively increased the brand equity of Top One Technology Sdn. Bhd. There is a
significant increase in the Facebook page impression, engagement, and likes by 2900% compared to before the
intervention. Through these intervention strategies, Top One Technology Sdn. Bhd. can compare the two user-generated
content and firm-generated content to measure which one was more effective and should be focused on to be applied in the
company's social media marketing. Besides, using an existing platform such as Facebook allow Top One Technology to
connect with an existing and new audience. The existing social media platform is enhanced in comparison to before the
intervention. This way, it could improve brand awareness without costing more time creating a new channel or finding an
audience from the start. Through this intervention strategy, the importance of consistent posting and hashtags could also
be highlighted as Top One Technology Sdn. Bhd. had difficulties with consistent posting.
Moreover, after two months of intervention, Top One Technology Sdn, Bhd Facebook.'s page performance rose by
124.6 percent due to incorporating FCC and UGC into the company's social media content. The increasing number of
reaches boosted the company's brand awareness. The content that attracted more attention was a poster about company
operation information and a UGC short video of robot making. Various ways of reaching out to the audience using FCC
198
and UGC have been initiated. For example, question and answer sessions, review columns, and quiz games. However,
their response is slightly passive than expected. The campaign, however, still successfully reached 301 Facebook users.
There also have been 3112 impressions, 190 acquired interactions, and around 60 likes during the intervention. Lastly, the
page's followers climbed from 514 to 533 persons, a 3.69 percent rise. About ten people during the intervention and more
after the period reached out to ask about products and store location to go by themselves. Thus, this proved that the
intervention strategy was a success for Top One Technology
5.2 RESEARCH IMPLICATION
5.2.1 Theoretical Implication
Theoretically, this research focuses on brand awareness and perceived quality as the dependent variables and user-
generated content as the independent variable. The focus was primarily to understand whether social media brand
communication can positively enhance the brand equity of electronic component retailers. The finding highlighted that
both the firm-created social media communication and user-generated social media communication have a positive and
significant influence on brand awareness and perceived quality. Moreover, through the survey, brand awareness also
significantly has a positive and significant effect on perceived quality.
Thus, the implication for this research is to extend the literature on electronic component retailers as the current
studies focus on food and beverage (Negoro & Alif, 2020) and clothing retailers (Nadeem et al., 2015). Other researchers
could test the validity and reliability by conducting the same research on different retailers or products and extend the
approach as the current research method is only limited to electronic components retailers. Besides, future researchers
could also continue and improve this study as information about this type of retailer is limited. Technology is growing
bigger and bigger day by day; therefore, studying the electronic components market is relevant and fundamental since it
is the essence of creating technology.
5.2.1 Managerial Implication
Meanwhile, the managerial implication is divided into two. First, the electronic component retailer could benefit
by applying the same strategies used by Top One Technology Sdn. Bhd. to their company's social media marketing
strategy. Furthermore, they would have better information on which strategies to be utilized to achieve the best result for
their company to achieve the social media marketing goals. The findings of this study indicate that there are positive
correlations between firm-generated content, user-generated content, brand awareness, and perceived quality. Thus,
marketers of electronic component retailers must pay close attention to these strategies and adjust their social media
material accordingly.
Second, Top One Technology Sdn. Bhd. could utilize the data collected and adjust their social media brand
communication strategies to fit the current local market preference and need. The result indicated that user-generated
content and firm-created content positively impact brand awareness and perceived quality. Therefore, working with these
content, marketers of Top One Technology Sdn Bhd. shall focus more on interacting with customers and encouraging
users to create content while tagging the company. For example, the company should encourage customers to review the
product they purchased in exchange for discounts and more. Hence, the firm could significantly benefit if they understand
their market needs, and in this case, customers prefer both contents from the firm and opinions or reviews from previous
customers.
5.3 LIMITATIONS AND RECOMMENDATIONS FOR FUTURE RESEARCHERS
There are minimal limits or restraints which indicates that this study has inherent problems. To begin, widely
disseminating the survey via social media increases the possibility of misleading research results, as the researcher cannot be
certain that all respondents meet the required criteria (Kabir, 2016), which is to have liked any social media page about
electronic components products, given the market's niche nature. Additionally, blasting the questionnaire online causes a
massive disparity in the demographic survey results, such as full-time students, have a far greater frequency than others. Thus,
this study does not represent the entire population. As a result of these considerations, the conclusion is not generalizable.
Several suggestions may be made to improve future outcomes. It is recommended that future researchers personally distribute
the questionnaire to selected respondents, since this will build higher confidence in the study's validity. Particularly when it
includes a specialty business that is only recognizable to a small number of individuals, future researchers should ensure that
the survey is broadly spread rather than concentrated in a single location or field.
Additionally, this study employed only one sort of social media during the intervention, namely Facebook. It cannot
adequately describe the context of social media, as there are several other categories available. Additionally, because this study
collected data using a questionnaire, hence, it introduces a drawback because the standardized questionnaire yields quantitative
data, particularly for closed-ended items. The respondents' comprehension of the issue, their knowledge, and their responses
to surveys all influence the data's accuracy and reliability (Sue & Ritter, 2015). Suggestion for future researchers: using a
variety of social media platforms to assess the efficiency of various techniques is prudent. Finally, future
199
researchers should consider including additional data collection methods, such as personal interviews and site visits, in addition
to the survey questionnaire. The open-ended question enables responders to express themselves and clarify their reasoning.
⬛ 6.0 CONCLUSION
In conclusion, this study investigated the factors that drive the brand equity of electronic component retailers and
implemented social media brand communication strategy for Top One Technology Sdn. Bhd. Through the findings it is proved
that that FCC and UGC have a significant positive influence on brand awareness and perceived quality. Furthermore, the UGC
is the biggest predictor for both brand awareness and perceived quality. Thus, electronic component retailers are advised to
utilize FCC and UGC and alter their social media content accordingly. There are a few recommended techniques that leverage
the FCC method, such as soft selling, hard selling, posters, and video. Furthermore, UGC may be included into postings
through reviews, tagging, or reposting audience material. Personal engagement and involvement may reflect consumer
impressions of a product. While the findings of this study may add to the body of knowledge on social media brand
communication, they cannot be generalized. Because the accuracy and reliability of the data are influenced by the respondents'
comprehension of the issue, their degree of competence, and their responses to questionnaires. As a result, it is recommended
that researchers use a range of social media platforms to evaluate the efficacy of various strategies toward respondents to boost
the validity. Finally, it is suggested to utilize the Facebook statistics, especially engagement and reach, to assess the success
of the techniques.
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APPENDIX
Appendix
1
(Posting
Informatio
n)
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Appendix
2
(Hash
Tag)
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Appendix
3
(Reposted
user-gener
ated
content)
Appendix
4
(Example
of
Firm-creat
ed
content)
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Appendix
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(Customer
chat)
Appendix
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schdule)
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Appendix
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)
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FYP PROPOSAL
JULY 2021
AHIBS UTM SKUDAI
THE EFFECT OF BRAND IMAGE TOWARD PURCHASE
INTENTION ON MAKEOVER COSMETICS BRAND IN INDONESIA
GEBY FIRSTANIA ROLANDA RAMBE, ENCIK AHMAD SHARIFUDDIN BIN SHAMSUDDIN
Azman Hashim International Business School, Universiti Teknologi Malaysia, Johor Bahru
*Corresponding author: [email protected]
Abstract
The purpose of this study was to ascertain the effect of brand image on purchase intention. The researchers recruited 165 respondents in
Indonesia for this study. This study lasted two months, from December 2021 to January 2022. This study employed a survey method with a
causation-based approach. Collecting data via the use of books and surveys. The data were analysed using the SmartPLS software version
3, which included PLS (Partial Least Squares) and structural equation analysis (SEM). The findings indicated that the price is the most
influential element on purchase intention. Meanwhile, the Brand Image is a factor that influences Purchase Intention.
Keywords: Brand image,cosmetic brand, purchase intention
■ 1.0 INTRODUCTION
Marketing is a key function that organisations must conduct in order to maintain their operations and promote their brands.
(Emerald Insight, 2022). As a result, marketing has become a critical component in establishing a brand's image with customers. The brand's
image has an effect on a product's appeal to potential purchasers. (Wijaya and Annisa, 2020). The customer's interest in acquiring a product
is mostly piqued by the name of the brand built by the corporation, which has implemented a marketing strategy for the brand. (Todd, 2021).
At this point, brand image has an essential position in influencing purchase attention among costumers.
As one of the product that also famous among women, the Makeover as cosmetic product has a well-known brand image among
users and has attached many of women to purchase this product (Home Plos, 2022). Taking a break from the facts discussed previously, the
author will begin this chapter by summarising the study that will be done. The author begins by providing context for the investigation.
Additionally, a discussion of the issue statement, the research questions, and the study's objectives will take place. Additionally, the scope
and significance of the study are discussed. Finally, the chapter examines the Effect of Brand Image on Purchase Intention from both
conceptual and operational perspectives.
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214 Geby Firstania Rolanda Rambe (2022)
■ 1.1 BACKGROUND OF STUDY
Since globalization's good progress, women's standards of beauty have grown highly variable. (“The Globalization of Beauty, 2022)
Because of this, the number of people who rely on cosmetics for their everyday requirements has grown dramatically. (David Thomas,
2018) Cosmetics enable people to be creative and develop their creativity in a variety of ways, including through the use of cosmetics for
beauty, character changes in films, and a range of other applications. Purchasing cosmetics is no longer difficult, as they can be acquired
online via e-commerce. The market was worth £13.5 billion in 2018, up more than 17% over the preceding five years, owing to growing
sales fueled primarily by Make Up Artists and women aged 18 to 40. Along with this rise, numerous cosmetic companies have attempted
to maintain market segmentation through the development of a stronger brand image. One of the cosmetic firm brands that is now selling
their brand image through the millennial generation is the Makeover brand, which is well-known among women, particularly in Indonesia.
The Makeover is an Indonesian brand that competes on a global scale as Indonesia's greatest export and has developed a thriving
cosmetics export business. The Make Over is an Indonesian brand that represents the country's cosmetics industry, which is currently
dominated by up to 95% of small and medium-sized businesses, with the remainder by huge corporations. Several of these small and
medium-sized businesses have successfully exported their products to other parts of the world, including the Asean area, Africa, and
the Middle East. Domestic cosmetic exports totaled US$556.36 million in 2018, an increase of US$516.88 million over the previous
year. (Rusli,2017). As a local cosmetic brand that has reached the international market, this indicates that the consumer's perception of
the Makeover brand is expanding as a result of the increasing value of globally recognised goods. This data implies that the image of
the Make Over product is also viewed as a factor in convincing many people to purchase it.
Numerous studies examining how domestic brands gain market share in the world class have a beneficial effect on the attention of
domestic customers' purchases, particularly for firms specialising in cosmetic products. As is the case with various Indonesian cosmetic
goods that have successfully reached the international market, namely Polka. (Kochhar and Ojha,2018), Mustika Ratu (Maulidia, 2022)
Bali Alus (Sansatisa Botanicals (Redict Notice,2012) dan Wardah. This further demonstrates how the value of brands that have
infiltrated
the worldwide market has increased consumers' buying intentions. Thus, as market segmentation increases, the brand image and the Make
Over product as a cosmetic product that penetrates the international market segmentation will continue to improve.
The practise of selling things carried out by Make Over has a lengthy history. Since 2016, Make over items has been developing its brand
image. PT. Paragon Technology and Innovation (PTI) was established in 1985 and was awarded GMP (Good Manufacturing Practices)
accreditation in 2006. The company boasts a sizable manufacturing capacity and innovative cosmetic compositions. Wardah, Make 4 Over,
Emina, Putri, IX, Vivre, Hair Addict, and Nuslik are among the largest cosmetic brands represented by this PTI firm. PTI has grown at an
annual rate of more than 80% for the last four years, with 50 operational zones and over 6000 employees worldwide. PTI has won numerous
honours, including the 2012 Makeover in Innovative CEO for the Country, the 2013 Women Health Choice Award, and the 2013 Economics
Challenges Award. PTI's latest product, Make Over, was launched in 2010 with the slogan "Beauty Beyond Rules." Additionally, PT PTI
made Make Over a household name among renowned makeup artists. Make Over is another popular cosmetic product among youthful clients
and Indonesian women.
Make Over cosmetics seek to create an impression that is completely unique to their customers, which is why the box is black. They
seek to convey the image of a luxurious product at an affordable price, because both the product and the price are luxurious. Consumers are
becoming more selective when it comes to acquiring an item that originated in the cosmetics industry. High-quality, authentic, and official
products will win consumers' trust and selection. Product quality at competitive prices that increase customer contentment is vital for
competitive success, as customers will eventually purchase the things given. Based on all of Make Over's accomplishments, the value of the
brand image it owns continues to grow. As a result, shoppers, particularly women in Indonesia, are frequently more interested in Make Over
items.
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215 Geby Firstania Rolanda Rambe (2022)
1.2 PROBLEM STATEMENT
Globalization facilitates the flow of information, accelerating efforts to develop good product images. Numerous studies have demonstrated
that brand image has an effect on the attention of consumer buyers when it comes to domestic items that can infiltrate international markets.
One of these items is Make Over, which specialises in women's cosmetics. Apart from the accomplishments, the Make Over brand image is
increasing in value, and it is feasible to impact consumer interest in purchasing in Indonesia. As a result, the author hypothesises that the
brand image established by Make Over has an effect on consumer purchasing interest in Indonesia.
1.3 RESEARCH QUESTIONS
Here are the research questions to investigate more about the findings of this study:
1. Is there any effect of brand image toward purchase attention on Make Over’s cosmetic product?
2. What is the most factor that influence the consumers’ on purchase intention from Make Over’s cosmetic product?
1.4 RESEARCH OBJECTIVES
1. To identify the effect of brand image toward purchase attention on Make Over’s cosmetic product
2. To determine the most significant factor that influence the consumers’ on purchase intention from Make Over’s cosmetic product
1.5 SCOPE OF STUDY
This study is quantitative in nature, utilising the technique of simple linear regression analysis. The purpose of this study is to determine
the effect of brand image on purchase intention among customers who have purchased make-up products in Indonesia. The independent
variable is brand image, which will be defined by three characteristics: mystique (cognitive experiences), sensuality (sensory experiences),
and intimacy (emotional experiences). (Todd, 2021) The dependent variable is intention to purchase, which will be assessed using a scale
designed by ((Augumenting the theory of planned behaviour, 2022)
1.5 SIGNIFICANCE OF STUDY
This study will shed fresh light on the effect of brand image on purchase intention for domestic products that are segmented for
overseas markets by domestic consumers. The reader will gain a better understanding of the role of brand image in supporting purchase
intention as a result of this research..
■ 2.0 LITERATURE REVIEW
2.0 INTRODUCTION
This chapter provides a detailed discussion of both the independent and dependent variables. A literature review is necessary for any
research project since it enables the researchers to gain a deeper grasp and knowledge of the study's variables by drawing insights from prior
studies. The researcher reviews prior research and theoretical foundations for brand image advancement and purchase intention. Additionally,
this chapter discusses the link between the two variables and the research framework developed as a result of this study.
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216 Geby Firstania Rolanda Rambe (2022)
2.1 Brand Image
A marketing professional's most distinguishing ability is his capacity to establish, maintain, preserve, and enhance brands. in
accordance with (Schonfeld, 2012), A brand is a method of referring to a name or symbol, such as a logo, trademark, or packaging design,
that is used to identify and differentiate the products or services of one producer or group of producers from those of rival manufacturers.
Additionally, inside (subratha,2022) indicates that brand image is defined as consumer views and preferences for brands, as represented in
the different brand associations that individuals have in their memory. While brand associations can take a variety of shapes, according to
(subratha,2022) can be separated into mystery, sensuality, and intimacy, all of which are derived from cognitive experiences. The brand
image is a representation of the brand's overall perception and is generated through knowledge and past experiences. The brand's image is
connected to attitudes expressed in the form of brand beliefs and preferences. Consumers that have a favourable perception of a brand are
more likely to purchase. (Smith,2022). like (Schonfeld,2012) According to this definition, brand image is a consumer's opinion of a brand
as described by brand associations stored in their memories.
2.1 Purchase Intention
Consumer purchasing interest develops as a result of the stimulation provided by the product he sees; interest in trying the product
develops into a desire to purchase it in order to obtain it. (Paget´s Disease of Bone, 2021). According to (E. Jerome McCarthy, Andrew A.
Brogowice, 2022), A person's purchasing interest is an impulse to acquire products or services in order to meet their requirements. Within
the (David,2016) says that consumer purchasing interest is a component of consumer behaviour in consuming attitudes, the proclivity of
respondents to act prior to making actual purchasing decisions. Furthermore, Jaafar et al. (2012) state that purchase intention is an accurate
predictor of the purchasing process. Additionally, if customers choose a certain retailer to purchase a product, they will be driven by their
objectives and will be distracted during the purchasing process by internal impulses and external surroundings (Jaafar et al., 2012). Thus,
consumer buying interest can be defined as an internal motivation for a person to make a purchase of a product or service with consideration
prior to the purchase process taking place.
2.3 Brand Images’ Attribute Factors On Purchase Intention
2.3.1 Brand Image
Based on three distinct traits, including mystique: cognitive experiences, sensuality: sensory experiences, and intimacy: emotional
experiences, (Todd, 2021) The author will expand on those brand image attributes in this section. in accordance with (Shopee, 2022) Mystery
weaves together narratives, metaphors, and symbols from the past, present, and future. Furthermore (Todd, 2021) "four key enigmatical
themes arose," he explained. 1) current pleasant experience; 2) positive recollections from previous positive experiences; and 3) future
ambitions 4) incongruity with oneself. According to the reviews above, mystery is a customer's personal experience produced by past and
current experiences with a certain brand that discloses aspects unrelated to the product, such as pricing and user image. Additionally, (Morris
and Elizabeth, 1982) sensuality is defined as the relational aspects of a customer's behaviour toward a certain brand based on a personal
experience. Sensuality is more focused on the five senses of customers, encouraging them to exercise caution while selecting products for a
business. Sensuality, as defined above, is a customer's sensual experience of a brand that is based on the customer's five senses, including
smell, hearing, tactile, and visual sensations, and results in an emotional relationship. Finally, in accordance with (Nicholas et al, 2016)
Intimacy may be defined as the brand's relationship with its customers; customers cannot adore a brand if the brand has never interacted with
them. Without connection, clients will not feel as if they have succeeded in acquiring ownership of the brand. Furthermore (Thelwall and
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Kousha, 2014) stated that "three major themes of intimacy emerged: 1) the firm's empathy; 2) consumer commitment; and 3) consumer
satisfaction." According to the evaluations above, intimacy refers to the closeness of client relationships with certain businesses that develop
through direct or indirect interaction.
2.3.1 Purchase Intention
A future intention to buy or acquire a certain item or service has been extensively addressed in the literature as a predictor of subsequent
purchasing. According to researchers, when customers recognise a firm or brand, this might result in attitudinal or behavioural changes.
According to Aaker and Keller (1990), people are loyal to brands when they are aware of the brand and it has a positive image. Increased
brand awareness results in an increase in consumer trust and purchase intention. Consumers who are familiar with firms and brands will have
a greater propensity to purchase; similarly, a product with a higher brand awareness will have a greater market share. According to some
researches, well-known brands with a high level of awareness are more likely to have customers repurchase their brand and other items in
the future than other brands, and they will never abandon their allegiance or move to another brand under any circumstances. Consumers'
good thoughts about a brand motivate them to make a purchase.
2.4 RESEARCH FRAMEWORK MODEL
Brand Image
Mystery
Purchase
Sensuality Intention
Intimacy
Figure 1: Research framework for Effect Brand Image On Purchase Intention
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2.5 HYPOTHESIS DEVELOPMENT
Here are the relationships and hypotheses that have been recognised as being relevant to the investigation.
H1: There is a considerable positive and significant effect between Brand image toward pyrchase intention
Brand Image
Mystery
Sensuality H1 Purchase
Intention
Intimacy
2.6 CHAPTER SUMMARY
The study will be conducted to identify the influence of brand image toward purchase intention among Indonesian women who are
costumer of Makeover product. This chapter demonstrates the purpose of this study being conducted based on the objective that were
developed from the problem statement of this study. The study’s scope reveals the overall purpose, place and respondents involved in
conducting this study. Furthermore, this chapter reveals the significance and the limitation encountered in the implementation of conducting
this research. Finally, operational, and conceptual definition for the variables used in this study were given to provide better understanding.
■ RESEARCH METHODOLOGY
3.0 INTRODUCTION
This chapter explained and detailed the research technique, which is a critical component of the research. To fulfil the research's objective,
the literature review and conceptual framework serve as the foundation for the remainder of this chapter. It identifies the respondents and the
research's objective. The processes covered the study design, the research procedure, data collecting, the research instrument, the population
and sample size, and finally, data analysis utilising a variety of techniques.
3.1 RESEARCH DESIGN
The term "research design" refers to the approach used to comprehensively integrate the many components of research projects. The research
design is critical because it enables the researcher to plan for the basis of doing the research by defining the frameworks for the variables to be
analysed in the study. The researcher employs a quantitative research approach in this study, employing a descriptive and causality research
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design. Sugiyono (2012) asserted that quantitative approaches emphasise the empirical statistical interpretation of data gathered by votes,
questionnaires, and surveys, or by computationally changing already existing statistical data.
Simple linear regression analysis was employed for the analysis. Simple linear regression analysis techniques are used to describe the
relationship between independent and dependent variables. In this study, simple linear regression analysis is performed to determine the effect
of transformational leadership as an independent variable on work culture as a dependent variable. This study makes use of an online
questionnaire. The questionnaires will be delivered via Google forms to female customers of Make Over Product who are between the ages of
18 and 40. The reason for using online surveys is that they can be conveniently accessed by electronic communication, independent of the
respondent's geographic location, and they may be instantly delivered, filled out, and collected by the respondent. Olcklers (2011) assert that
questionnaire methodologies enabled respondents to participate anonymously, hence increasing participant transparency and reducing the
researcher's bias based on responder personal information.
The questionnaires in this study are based on the brand image attribute created by (Cho, 2011) that consist of three components: mystique
(cognitive experiences), sensuality (sensorial experiences), and intimacy (emotional experiences). The author utilised the scale item developed
by (Theory of Planned Behavior, 2022) Structural Equation Model – Partial Least Square (SEM PLS) will be used to examine the hypothesis
by using Smart PLS Softwere to process and analyze the data taken from respondents.
3.2 POPULATION AND SAMPLING
The population of this research focuses on respondents of Indonesian female who are between 18 – 40 years old and customer of Make
Over. However, because the researcher does not know the exact number of the total population, the researcher will use the Lemeshow formula
to determine the number of samples that will be used as respondents in this study. Based on the calculation of the Lemeshow formula, it can
be concluded that the total sample that will be used as respondents in this study is 165repondents
Convenience sampling is used in this study to choose participants since it is convenient to use and pandemic factors also influencing the
researcher to choose this type of sampling methods, which helps to overcome many of the drawbacks associated with testing. According to
Alvi (2016) convenience sampling tends to be a popular choice for students as it is cost effective and a simple option compared to other
sampling techniques. The research finds it easier to recruit participants, however the potential of bias is stronger than in a random survey, as
each member of the group would not have an equal opportunity of getting involved in the sample. Results obtained could not have been
generalizable to the whole population.
3.3 RESEARCH INSTRUMENT
The data collection instrument for this study will be a questionnaire comprised of three components. The questionnaire items will be prepared
in accordance with the brand image attribute defined by (Choo,2011) consist of three components: Mysteries (cognitive experiences),
Sensuality (sensorial experiences), and Intimacy (emotional experiences). The author utilised a scale item established by to determine purchase
intention. (Chaudhry et al, . The questionnaire for this research consists of three parts, namely sections A, B and C, as shown in the table below.
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Section Questions Number of Item
A Demographic Information 6 Items
B Brand Image Mystery 9 Items
Sensuality 10 Items
Intimacy 14 Items
C Purchase Intention 3 Items
Respondents are expected to score each item using the 5-point Likert Scale, as follows:
Statement Score
Strongly disagree 1
Disagree 2
Neither agree nor disagree 3
Agree 4
Strongly agree 5
3.3.1. Section A: Demographic Information
Section A is demographic information, which plays an important role in research. The purpose of demographic information is to gather
respondent’s biological data and background status. Demographic information aims to obtain information covering a person's characteristics,
such as educational level, age structure, socioeconomic status and ethnic background (Ranjit, 2011).
Table 1.0: Summary of Respondent’s Demographic Profile
Demographic Category
Age 18-25
26-30
31-35
36-40
BEducation School-leaver
College
Bachelor’s Degree
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Master’s Degree
Doctorate’s Degree
Monthly income < Rp. 1.500.000
Rp 1.500.000 - Rp 3.400.000
Rp 3.500.000 - Rp 4.900.000
Rp 5.000.000 - Rp 7.900.00
Rp 8.000.000 – Rp 12.000.000
Rp > 13.000.000
Occupational Employed full time
Employed part time
Student
Housewife
Self-employed
Unemployed
Your area of Living? Urban
Sub-urban
Rural
How often do you shopping? Less than once in a month
Once a day
Few times a week
Once a week
Less than once in a month
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3.3.2. Section B: Brand Image
Mystery
This brand adds to the experience of my life
This brand adds to the quality of my life
This brand always has what I’m looking for
This brand awakens good memories for me
This brand captures a sense of my life
This brand comes to mind immediately when I want to purchase a fashion
This brand has changed my life for the better
This brand is a part of my life
Sensuality
The design of this brand’s packaging really appeals to me
The design of this brand’s ads is really well done
The packaging of this brand is a pleasing as the product
The smell of the store environment of this brand appeals to me
The textures of this brand are better than other brands
The website design of this brand is really well done
The well-ordered store environtmwnt appeals to me
This brand has a beautiful color scheme
(Cho, 2011)
This brand has incredible displays.
Intimacy
I am confident that my relationship with this brand brand will last a long time
I can rely on this brand
I feel comfortable when I wear this brand
I feel connected to this brand
I feel fortunate that I can buy this brand
I feel happy when I wear this brand
I feel satisfied with this brand
I have fun with this brand
I have solid support for this brand
I like looking at the products of this brand
I really enjoy wearing this brand
I see this brand brand is cool
I will always trust this brand
I will be disappointed if this brand was no longer available
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I would stay with this brand
This brand brand really excites me
3.3.3. Section C: Purchase Intention
Purchase Intention:
1. I will prefer to purchase this brand over other cosmetic brand
2. I am willing to purchase this brand for my beauty purpose (Kim Et Al, 2013)
3. I will make an effort to purchase this brand
■ 4.0 DATA ANALYSIS PLAN
4.1 Outer Model
4.1.1 Convergent Validity
Convergent validity is concerned with establishing the validity of the relationship between variables and the constructed variables. A loading
factor limit of 0.70 will be employed in this study. Convergent validity refers to the fact that a collection of indicators represents a single
latent variable and that the hidden variable underpins the collection of indicators. This representation is exemplified by its unidimensionality,
which can be represented in terms of the extracted average variance (AVE). Convergent validity can be determined by examining the outer
loadings or loading factor, as well as the Average Variance Extracted (AVE). Typically, a loading factor limit of 0.70 is employed in research.
When the outer loadings are greater than 0.70 and the Average Variance Extracted (AVE) value is greater than 0.50, an indicator can be said
to have convergent validity and a high level of validity (Chin & Todd, 1995). For instance, each indicator in the research variable has an
outer loadings value greater than 0.70, indicating that all indicators possess convergent validity and a high value.
4.1.2 Discriminant Validity
Discriminant validity is a term that refers to the degree of disagreement between attributes that should not be evaluated by instruments and
theoretical conceptions about these variables. Discriminant The validity of the reflexive measurement model can be determined by the
manifest variable's cross loading value for each latent variable. If the correlation between the latent variable and each indicator (manifest
variable) is greater than the correlation between the latent variables, the latent variable is said to predict the indicator more accurately than
the other latent variables. Additionally, discriminant validity can be determined by comparing the value of the extracted square root of the
average variance (AVE). When the AVE value is greater than the correlation coefficient between latent variables, discriminant validity has
been established. Discriminant validity is said to be established when the AVE value is greater than besar dari 0,5.
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4.2 Composite Realibility
At this stage, a definition of composite reliability can be defined as a type of part that is used to test the reliability of indicators constructed
from a variable. According to (Anuraga et al., 2017), a variable falls into the composite reliability category if its value is more than 0.7.
4.3 Cronbach Alpha
The researcher additionally makes reference to the Cronbach alpha value in order to bolster the reliability test based on the data supplied
above. According to (Anuraga et al., 2017), a variable is regarded to be dependable if the Cronbach Alpha value is more than 0.7.
4.4 Inner Analysis Model
The structural model or inner model test is used to ascertain the relationship between constructs, their significance, and the R-square (R2),
f-square effect size (f2). The structural model was analysed in this study utilising bootstrapping and blindfolding approaches with a
significance level of 0.05 in SmartPLS version 3.0.
4.4.1 Score Analysis R-squared (R2)
The R-squared (R2) test is used to determine a structural model's Goodness of Fit (GOF). The R-squared (R2) value is used to determine the
degree to which specific independent latent variables have an effect on the dependent latent variable. According to Chin (1998), an R2 value
of 0.67 implies that the model is considered to be of high quality.
4.4.2 F-Square (R2) Analysis
The f-square statistic is used to determine the predictor variable's effect on the dependent variable. f Test of the square (effect size): In this
study, the f square value represents the magnitude of the effect of endogenous variables on exogenous variables. According to Henseler
(2009), the following criteria should be used to evaluate the f square: 0.02 f 0.15 indicates a modest influence, 0.15 f 0.35 indicates a medium
effect, and f 0.35 indicates a significant effect.
4.4.3 Determine the importance and amount of latent variables' influence.
To examine the effect of the independent latent variable on the dependent latent variable, the t test was performed. The path coefficient
hypothesis is investigated at this stage. The recommended value is greater than 1.96. (Hair et al, 2011). By examining the route analysis
coefficient, one may determine the size of each independent latent variable's influence (Widarjono, 2015: 277).
4.4.4 Validation of hypotheses
Validation of hypotheses
The Structural Equation Model (SEM) technique was used to test hypotheses, with Partial Least Squares (PLS) software. SEM is a subtype
of simple linear regression analysis, which is the use of statistical techniques to the investigation of the relationship between two research
variables.
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■ 5.0 CONCLUSION
This chapter examined and went over the section of the research technique that is concerned with the technical aspects of this investigation.
The research technique is composed of the following components: the research design, the population and sample, the research instruments
and their various parts, and finally, the data analysis. To finish this chapter, it has been established that the quantitative technique will be
used exclusively in this investigation. The segment of this study includes Indonesian females aged 18-40 who are more interested in makeover
items. Finally, this study used simple linear regression analysis to determine the relationship between the dependent and independent
variables.
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