MARSIUM'21 COMP OF PAPER

FACTORS INFLUENCING CUSTOMER SATISFACTION: CASE STUDY OF


WARUNG MAK MAH


Muhammad Kadir bin Ghazali, Dr. Mazilah binti Abdullah


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


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



Abstract


Covid-19 has become a new challenger for Malaysia's food and beverage industry, where all restaurants
have a limited time to do business. Prior to the COVID-19 pandemic, the key reasons driving the food

and beverage industry's growth were the increase in on-the-go consumers and the rising use of ready-to-
eat meals. Additionally, the food & beverage industry's expansion was aided by continually expanding

population, per capita income, and changing lifestyles. Hence, this study is about to research customer

satisfaction towards Warung Mak Mah. Customer satisfaction is the important thing in every business to
benefit customers. This research examines the relationship between customer satisfaction with food

quality, service quality, customer perceived value, and physical environment. This research also uses the
questionnaire to collect Warung Mak Mah's customers via Whatsapp. The research uses several multiple

regressions to measure the customer satisfaction of Warung Mak Mah with its antecedents. The findings

from 118 respondents of purposive sampling through multiple regression analysis indicated that all
hypotheses were supported, including food quality, service quality, physical environment, and perceived

value towards customer satisfaction.


Keywords: Food Quality, Service Quality, Physical Environment, Customer Value, Customer

Satisfaction.


















29

FACTORS INFLUENCING CONSUMER PURCHASE INTENTION: TEKPOL

ELECTRIC & SUPPLY SDN BHD



Ng Wai Teng, Dr. Zuraidah binti Sulaiman


Sekolah Perniagaan Antarabnagsa Azman Hashim, Universiti Teknologi Malaysia, Johor Bahru.


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


Abstract

The electrical industry has always been sought for, however only faces a booming request since 2017

resulting in electrical industry has gradually receive more and more attention over the years as people start

to take notice on the importance of it. This results in businesses receiving external threats coming from
new company of the same category. Therefore, the company needs to understand what are the factors that

will influence customer buying intentions to increase the purchase in their shop and gain competitive
advantage. This study adopted the quantitative research approach by gathering respondents’ data using

google form questionnaire. The study targets for 120 respondents at least. The non-probability sampling
technique is used in this study, which refers to purposive sampling. All the collected data will be analysed

using SPSS software. Expected findings for this research is to figure the factors affecting consumer

purchasing intentions of electrical stores. In conclusion, the findings are expected to improve competitive
advantage of Tekpol Electric & Supply Sdn Bhd.





Keywords: electrical stores, consumer purchase intentions, competitive advantage























30

PURCHASE INTENTION OF SEWING GARMENT INDUSTRY: ALQHADRI
EXCLUSIVE



Nor Khairena Binti Khalid, Dr. Zuraidah Binti Sulaiman


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


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

Abstract


AlQhadri Exclusive is a business structure of tailoring and wedding couture that operates in Bandar Baru

Sungai Udang, Melaka. This company was established on 15 March 2015 that provides services on

tailoring and wedding planner. Before the company entered the boutique, the company was run fully
online from 2010 until 2015. The company was known as Mashitah Hijabs in 2010 and in 2015 the

company was changed to AlQhadhri Exclusive. Nowadays, businesses selling ready-to-wear clothes are
becoming more and more popular. The clothes sold are also much cheaper than the wages to order a pair

of shirts. This is because businesses that provide ready-to-wear garments will order in bulk at garment

factories. Therefore, ordering in bulk at the factory will not incur high costs. Businesses that provide
custom-made clothing services will have a loss. Therefore, businesses that provide tailoring services will

have to overcome the customers’ purchase intention. Brand awareness, perceived pricing, advertisement,
and shop image are the basic structures. An online survey was used to collect data, and 123 pertinent

statistical research responses were received. The Statistical Package for the Social Sciences was used to
test all of the hypothesised associations (SPSS). The most important predictor of purchase intention,

according to this study, is habit. Contrary to popular belief, characteristics such as perceived pricing and

store image had little effect on purchase intent. This study provides useful information about the sewing
garment industry's purchase intentions. Future research could focus on the impact of a number of

important elements.


Keywords: Sewing Garment Industry, Purchase Intention, Custom-made, Ready-made












31

SOCIAL MEDIA COMMUNICATION STRATEGIES TO ENHANCE BRAND

PASSION AND PURCHASE INTENTION OF PRO BAKERS' ENTERPRISE


Noviani binti Ibrahim, Dr. Grace Thoo Ai Chin


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


*Corresponding author: [email protected]


Abstract


Due to Covid-19 pandemic, the new norm of retailing environment and consumer behavior has increased

the usage of the Internet and social media drastically. Therefore, social media communication is crucial
in the current situation as this is the opportunity for retailers and marketers to increase their brand passion

and simultaneously trigger the purchase intention into consumers’ mind. However, new business such as
Pro Bakers Enterprise could not utilize well social media into their marketing strategy. Hence, this study

aims to investigate the factors to drive purchase intention of baking products. Further, the study also

proposed social media communication strategies in order to increase the brand passion and purchase
intention of the bakery ingredients and tools. Conclusive research design was adopted to examine the

relationships between firm-created and user-generated social media communication, brand passion, and
purchase intention. Judgmental sampling technique was employed by selecting Facebook users who have

intention to buy baking products and the sample size was 150. The data was collected using Google Form

and analyzed using Statistical Package for the Social Sciences (SPSS) software. The study found that the
effective use of firm-created social media communication can develop the brand passion and consumers’

purchase intention of bakery ingredients and tools. The finding was used for the intervention for Pro
Bakers Enterprise and showed that posting regularly, posting various useful contents, and using relevant

hashtags are the most effective social media communication strategies. Clearly, brands should utilize

social media communication to generate positive impact on the emotional level of audiences to increase
their brand passion and purchase intention. This study can provide bakery supply retailers better insights

in managing their social media and utilizing the social media in this rapid technological advancement era.


Keywords: Brand Passion, Purchase Intention, Firm-Created Content, User-Generated Content







32

FACTORS INFLUENCING CUSTOMER SATISFACTION: CASE STUDY ON

NASI LEMAK HAO



Nur Aini Najihah binti Mohd Jahib, Dr. Mazilah binti Abdullah


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

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



Abstract


The restaurant industry contributes to economic performance and is undeniably crucial to developing a

prosperous country. Therefore, customer satisfaction towards restaurant performance is an influential
agenda. This study aims to discover whether food quality, employee service quality, physical environment

quality, customer perceived quality and location influenced customer satisfaction on Nasi Lemak Hao.

Data collection was done through questionnaires, and multiple regression analysis was used to determine
the predictive ability of the constructs on Nasi Lemak Hao customer satisfaction. The researcher to collect

data from the social media Facebook. The quantitative method with purposive sampling was used in this
study with 126 samples respondents, the customers of Nasi Lemak Hao. Food quality, employee service

quality and location were found to influence customer satisfaction significantly.


Keywords: Food Quality, Employee Service Quality, Physical Environment Quality, Customer

Perceived Quality, Customer Satisfaction






























33

ANALYSIS OF VIDEO CONTENT OF PETRONAS HARI RAYA

ADVERTISEMENTS FROM 2017 TO 2021


Nur Asiah binti Mat Husin, Prof. Rohaizat bin Baharun


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


*Corresponding author: [email protected]


Abstracts


Every year when Hari Raya arrives, Petronas will publish advertisements themed on community, family,

unity, and friendship. Apart from promoting the Petronas brand to the public, Petronas advertisements
also aim to foster kindness and togetherness in the community in Malaysia. Therefore, the purpose of this

study is to make an analysis of the video content of Petronas Hari Raya advertisements to examine what

is the positive message brought by Petronas in this Hari Raya advertisement to the audience. Qualitative
content analysis was conducted on five Petronas Raya advertisements from 2017 to 2021.


Keywords: Hari Raya, Petronast, kindness, togheterness, positive message









































34

FACTORS E-SERVICE OF ONLINE BANKING AND ITS INFLUENCES THE

CUSTOMER SATISFACTION AMONG JOHOR CONSUMERS: THE CASE OF

BANK ISLAM MALAYSIA BERHAD (BIMB)




Nur Fazira Binti Azman, Dr. Adaviah Binti Mas’od


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


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


Abstract


In this day and age, customers who are highly supportive of technological innovations, particularly during

this pandemic Covid-19 have a higher belief in online banking. According to Rahmath and Hema, 2010,
online banking refers to businesses that use computer technology to deliver competitive services to

customers to advance the financial sector. In this research, I used the questionnaire method to collect the

data from the respondents. There are 165 sets of survey questionnaires which consist of 33 questions are
designed, disseminated, and collected from the respondents for online banking users which are provided

by Bank Islam Malaysia Berhad (BIMB). Next, to develop result of this research, the result of statistical
analyses is analyzed by using Statistical Package for the Social Sciences (SPSS) software version 26.

Multicollinearity test via Variance Inflation Factor (VIF), Multiple Linear Regression, and P-value and
coefficient value test are some of the techniques used to assess the hypotheses stated in this study. Hence,

the main objective of this research is to observe the positively significant relationship between of

independent variables namely, Privacy & Security, Reliability, Responsiveness, Site organization and
Efficiency towards dependent variable which is Customers Satisfaction on E-service online banking

provided by Bank Islam Malaysia Berhad (BIMB).


Keywords: Online banking, e-service quality, customer satisfactions, Bank Islam Malaysia Berhad
















35

TOURIST VISITING INTENTION THROUGH FACEBOOK


Nur Nabilah Izzah binti Md Eharay, Prof. Dr. Noor Hazarina binti Hashim


Azman Hashim International Business School, Universtiti Teknologi Malaysia, Johor Bahru.


Abstract


New media is an interactive form of communication nowadays that are different from the old media such
as newspaper, television and radio. New media is any media delivered digitally such as websites, blogs,

email, social media networks and virtual or augmented reality. It has been one of recent marketing

strategies for businesses. In tourism industry, social media marketing is a must for the organization to
attract visitors using high quality and engaging contents. Facebook is one of the popular social media was

put focus on by majority of tourism campaign or organization. The aim of this study is to examine the
effectiveness of social media activities to influence consumer’s intention towards the tourism campaign

on Facebook. This study is conducted through descriptive survey by distributing questionnaire to
Facebook travel interest users to examine the user interaction with the Facebook page activity and how it

affects the perception of the brand and influence visitors’ intention towards the product or service.




Keywords: New media, social media marketing, tourism, Facebook




































36

FACTORS INFLUENCING BRAND AWARENESS: CASE STUDY OF

CLAYNIQ ENTERPRISE


Nur Qamarina Binti Mohamad Hanif, Dr. Zuraidah Binti Sulaiman


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


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


Abstracts



Nowadays, pharmaceutical companies apply various marketing strategies especially for their brand
awareness so that the targeted customers can identify and recognize their brand. The aim of this study was

to study how companies of pharmaceutical products can improve their own brand awareness so that the
customers are familiar with the brand among competitive markets. As industry competitiveness becomes

stronger with significant phenomena like global marketing, local companies in Malaysia are needed to

develop their own unique strength and emphasize on brand awareness to survive from a marketing
perspective. This study assessed the three factors that influence of brand awareness of Clayniq Enterprise

which is brand characteristic, advertising, and sales promotion. There are three hypotheses were proposed

in this research and sample data set of 143 was used to test the proposed hypothesis. All the hypothesized
relationships were tested through Statistical Package for the Social Science (SPSS). This research findings

indicate that brand characteristic and advertising have a positive influence on brand awareness while only
sales promotion are not significant influence on brand awareness. Despite the theoretical contributions

made by many researchers on brand awareness, there are seem a lack of studies that have investigated the
factors that influence brand awareness specifically in pharmaceutical industry in Malaysia. Thus, it is

suggested that future research should expand the scope of the study to include elements that influence

brand awareness in the pharmaceutical industry and other related fields of business for a more detailed
and accurate comparison of the results.


Keywords: Pharmaceutical products, Brand, Brand awareness, Marketing, Competitive market












37

INSTAGRAM CONTENT MARKETING FOR CUSTOMER ENGAGEMENT OF

PHARMACEUTICAL PRODUCT: CASE STUDY OF CLAYNIQ ENTERPRISE



Nur Syamimi binti Jumiran, Dr. Zuraidah binti Sulaiman


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

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



Abstract


ClayNiq Enterprise uses social media to attract customers to promote their products. A successful social

media strategy is to allow most customers to interact with the product. In this study, there are many factors
that affect customer engagement. The relationship between posting and Instagram factors is important

using images, videos, or stories to allow customers to interact with the company and make customers feel
quick to comment and interact on it. Finding this research is among random Instagram users using survey

method.




Keywords: Costumer engagement, social media, Instagram




































38

TRAILER, CRITIC REVIEWS AND WORD OF MOUTH INFLUENCES ON

KERIS SIAMANG TUNGGAL’S MOVIE CONSUMPTION



Nursahira Binti Enji, Prof. Dr. Rohaizat Bin Baharun


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


*Corresponding author: [email protected]


Abstract


The film industry is a risky venture due to the high cost of film production. Nowadays, marketing strategy

need to gear up digitally in order to ensure the success of the film and receive high turn-over revenue.
Les’ Copaque Production Sdn. Bhd. (LCP) is well known for its prestige’s 3D animation capabilities

starting from the Upin and Ipin series until the latest Keris Siamang Tunggal in 2019. Their excellence in

making films has shown the world that Malaysia's animation industry can excel with top animation
industries like Disney and Pixar. In this research, the influence of film trailer, critics reviews and word of

mouth being measured to identify its relationship towards consumer decision making in movie
consumption, particularly in Keris Siamang Tunggal film. The Kotler's Black Box Model was reviewed

to determine how consumer translate information source into a decision.


Keywords: Movie consumption, trailer, critic reviews, word of mouth, Upin dan Ipin
































39

MANAGING CUSTOMER COMPLAINTS AT SOCIAL MEDIA PLATFORMS

OF ZOO NEGARA MALAYSIA



Nurul ‘Ain Binti Amran, Dr. Nor Zafir Binti Md Salleh


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



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


Abstract


In today's globalization era, the majority of people use social media to communicate and connect with
businesses, whether they are happy or unsatisfied with their services. Complaining is one of the ways that

customers express their dissatisfaction with the services they have gotten. In this study, the factors that
affect customer complaints on social media were investigated. Businesses will gain from any consumer

complaint because it will essentially upgrade their offers for a superior one. Previous research on the topic
highlighted why customers submit a complaint and provided a deeper understanding of the customer's

attributes. The data was evaluated using thematic analysis, and the findings revealed that the customer

complaint and the service marketing mix are the two main topics of consumer complaints about Zoo
Negara Malaysia. The findings of this study show that the factor of customer complaints on social media

is closely linked to the service marketing mix, with a focus on managing it. The purpose of this research

is to have better understanding and control the customer complaints at social media platform. This
research gives useful insight towards the companies where to put more effort to manage their customer

complaints at social media platforms.





Keywords: Social Media, Complaint, Feedback, Customer, Zoo
















40

HOW PINTEREST ENGAGE WITH CONSUMER FOR TRAVEL



Nurul Azifah binti Azdi, Prof. Dr. Noor Hazarina binti Hashim

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


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


Abstract


The tourism sector relay on the digital platform nowadays to reach consumers. Pinterest application is one

of the platforms has been schoosen by the tourism destination. This study is focusing on how tourism
destinations adopt and implement Pinterest to engage with local tourism to help them in deciding travel

destination. The use of Pinterest is not widespread in Malaysia for now. That is the reason why certain

tourism destinations faced problems to get the reach of viewers on this platform. Besides that, they did
not aware of the specific elements that can increase engagement in this platform. This study is aiming at

local tourists that use Pinterest in their daily life as well as in helping them to decide on traveling. There
are four variables that will be investigate in this research which are perceived ease of use, perceived

usefulness, perceived trust and social capital. Those four variables are influencing the consumer intention
to use Pinterest page in past research and minimum 100 respondent needed to succeed this research.






Keywords: Pinterest, Tourism, Local tourist


























41

DEVELOPING ZOOKU MEMBERSHIP CARD ATTRIBUTES TO ENHANCE

CUSTOMER LOYALTY



Nurul Hafiza binti Azri, Dr. Nor Zafir binti Md Salleh


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


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


Abstract


Due to the pandemic of COVID-19 outbreaks around the world including Malaysia, one of the attraction
places such as Zoo Negara was having a big loss and wanted to attract the customers back by improving

its membership program. Zoo Negara relies on raising their fund to cover their expenses because of the
restriction and social distancing which led to fund raising, sales ticketing and wanted to improve their

membership card. However, Zoo Negara wanted to focus on improving its membership card because of

decreasing amount of people to join the membership program. With strong membership program, the
switching barriers will be decreasing because the customers choose to be loyal instead of switching to

other competitors or even worse, do not renew their membership card. This study aims to improve the
membership card of Zoo Negara which is ZooKu Membership Card by determining the preferred elements

of ZooKu Membership Card among parents with young children and the best pricing and best attributes

of ZooKu membership card among parents with young children. This research is using qualitative research
design and the data has been analyzed by using thematic analysis method. The findings consist ed of eight

respondents in total that showed their difference and uniqueness responds during the virtual interview. It
is recommended that future research shall be conducted in other states in Malaysia or out from the country

so ZooKu Membership Card can always in trend and be updated.


Keywords: Membership Program, Elements, Price, Attributes

















42

UPIN AND IPIN: FACTORS INFLUENCING MALAYSIAN CULTURE

THROUGH ANIMATION





Nurul Syakira binti Abdul Karim, Prof. Rohaizat bin Baharun


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

*Corresponding author: [email protected]



Abstract


We now live in a world that is influenced by globalization and technology. Animations are no longer

unfamiliar to Malaysians, especially for children. However, not only for children, teenagers and adults
also love to watch animations. By watching animation that highlights more on good values and lessons,

most people can lead their life to prosperity and harmony. Upin and Ipin have successfully influenced
young people’s behavior even in different races and religions. The purpose of this study is to identify

whether young people’s behavior can be influenced by character archetypes, storytelling and language

used in Upin and Ipin animation. This research would be used for convenience sampling, which involves
the targeted population of UTM students and other people. An online questionnaire would be analyzed in

this research and distributed to 110 respondents through WhatsApp. The Statistical Package for Social
Science (SPSS) software would be used to evaluate the data.


Keywords: Animation, character archetypes, storytelling, language, young people’s behavior.




























43

THE IMPACT OF PROMOTIONAL STRATEGY TOWARDS CONSUMER

BUYING BEHAVIOR: A CASE STUDY AT PUSTAKA AZHAR



Nurul Nisyyah binti Md Sahabandi, Dr. Nor Zafiq binti Md Salleh


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


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



Abstract


The research explores the impact of promotional strategy towards customer’s buying behavior with the
purpose to identify the relationship between the promotional strategy and customer’s buying behaviors at

Pustaka Azhar. Today, the rapid globalization has made almost every business whether small or large to

compete globally. Hence, the businesses need to know the best and effective promotional strategy that
can help them to survive in this situation. In this study, researcher use promotional strategy method such

as advertising, sales promotion, direct marketing, and social media as independent variables and consumer
buying behavior as dependent variable. The method uses for collecting data in this study is quantitative

method. The questionnaire was use in this study because it effective to collect data from large sample of

population. By conducting descriptive research, questionnaire was distributed to 123 respondents. The
result of this research was found that social media have relationship towards consumer buying behavior

at Pustaka Azhar. This research concludes with some recommendation for Pustaka Azhar to improve its
promotional strategy that has been given by researcher based on analyzed data.


Keywords: Advertising, Social Media, Sales Promotion, Direct Marketing, Consumer Buying Behavior
























44

THE INFLUENCE OF THE BRAND EQUITY ON CUSTOMER’S PURCHASE

INTENTION: A CASE STUDY OF KARISMA JAYA ENTERPRISE



Rabiatul Alya Najihah Binti Zulfadzli, Dr. Nor Zafir binti Md Salleh


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

*Corresponding author: [email protected]



Abstract


The purpose of this study is to investigate the influence of brand equity factors on purchase intention using
Aaker's well-known conceptual framework in the F&B industry. A model of customers' purchasing

intentions is presented that encompasses the primary factors of brand equity such as brand awareness,
brand association, perceived quality, and brand loyalty. Because these connections have such a significant

impact on marketing methods, brand equity dimensions have become critical for micro-SME. According

to the report, marketers should carefully evaluate the components of brand equity when developing their
branding strategies. Marketers must also adapt their branding strategies to each marketing environment

and increase brand loyalty to avoid consumer switching behaviour. In this study, a quantitative method
will be used. A survey will be distributed to current customers who have a presence on WhatsApp’s and

social media sites in order to collect data. These specifics assist us in better understanding Karisma Jaya

Enterprise's growth and brand equity.



Keywords: Brand equity, Purchase intention, Consumer behaviour, Micro SME
























45

STUDY OF EFFECTIVENESS & CHALLENGES MULTI-CHANNEL

DISTRIBUTION MARKETING MINYAK MASAK CAP LESONG



Rahimah binti Azman, Dr. Nor Zafir binti Md Salleh


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


*Corresponding author: [email protected]


Abstract


Number of companies that have apply two or more channels to distribute their product in the market

are positively increase and this strategy is expected to have a positive impact on company
performance. In the previous research demonstrated that multi- channel distribution gives more

opportunities to a company. The researcher shows that a customer that uses multiple distributions
channel is more loyal and it also can stimulate greater turnover. This proposal is a case study to study

the effectiveness & challenges multi-channel distribution marketing Minyak Masak Cap Lesong. The

results of this study indicate that the preferred marketing channel to distribute their products. The
study conducted for this study is using qualitative research. This study aim to determine the most

effective Marketing Channel Strategy and to examine the challenges of using Multichannel
Distribution to market Minyak Cap Lesong. Data collection for this study is uses in-depth interviews

to conduct interviews with respondents. The respondent is consisting of retailer of Minyak Cap

Lesong. Data has been analyzed using thematic analysis.



Keywords: Multi-Channel, Channel, Distribution





















46

MEASURING CUSTOMER SATISFACTION FOR COURIER SERVICES

USING SERVPERF: A CASE STUDY OF NINJA VAN



Siti Amira binti Saim, Dr. Adaviah binti Mas’od


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


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


Abstract



Customer satisfaction is a metric that evaluates how satisfied customers are with a business's products,
services, and capabilities. Information on customer satisfaction, such as surveys and ratings, can aid a

firm in determining how to enhance or modify its products and services. The primary goal of any business
should be to satisfy its customers. This remains true for business organizations, retail and wholesale

businesses, government agencies, service enterprises, nonprofit organizations, and every subgroup within
a company. In order to increase the customer satisfaction, company should meet their expectation. The

objective of this study is to look at the level of customer satisfaction towards the courier services such

Ninja Van. This study uses a SERVPERF method and quantitative sampling method. Statistical analysis
with mean (average) and percentage tests is used to measure the level of customer satisfaction towards

the Ninja Van services in Pasir Gudang. Hence, this study explains that SERVPERF is actually can be
used to measure the level of customer satisfaction.


Keywords: Level, Servperf, Customer satisfaction, courier services, Pasir Gudang)


























47

ADVERTISING CONTENT ANALYSIS (ACA) FOR PETRONAS

ADVERTISEMENTS IN CELEBRATION HARI RAYA FROM 2010 TO 2020



Siti Ayshah binti Sanip, Prof. Rohaizat bin Baharun


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

*Corresponding author: [email protected]



Abstract



Petronas Gas Berhad was established in 1987 as a wholly owned company of PETRONAS and started on

the Bursa Malaysia main market on September4, 1995. PETRONAS owns 60.66 percent of the market,
with the balance shares held by different retail investors and retail stockholders. It is Malaysia's largest

Gas Infrastructure and Utilities company, with core competencies in Petroleum Refining, Gas
Transmission, and Regasification. Petronas generates gas petrol pumped from shore fields and delivers it

to PETRONAS customers in Malaysia and Singapore via the Peninsular Gas Utilization (PGU) pipeline

system as cited in PETRONAS | A Progressive Energy and Solutions Partner, Enriching Lives for a
Sustainable Future, (2021). From time to time, PETRONAS took the initiative to advertise the festival

day, Malaysia day, and other festivals on television every year to make an impact a sense of nationalism
in the Malaysian people. This research aims to identify the appeals that characterize for Petronas

Advertisements in celebration Hari Raya from 2010 to 2020 among Malaysian viewers and to analyze
whether PETRONAS television advertising regarding Hari Raya brings an impact on Malaysian

perspective from 2010 to 2020. Therefore, Malaysian people that lives in Johor are the target respondent

for this study. A structured questionnaire has been distributed by the google form. At the end of this
research, the layout has become the best predictor among all the variables.



Keywords: impact, PETRONAS, advertising,














48

FACTORS INFLUENCING CONSUMERS’ INTENTIONS TOWARDS

FRAUDULENT DIETARY SUPPLEMENTS AMONG JOHOR CONSUMERS:

A CASE OF TDC HOLDINGS SDN BHD



Siti Suhailey binti Abd Wahib, Dr. Adaviah binti Mas’od

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


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


Abstract


The use of dietary supplements among people nowadays is increasing for the purpose of staying healthy

and getting strong antibodies. Especially, consumers are increasingly adopting it due to worries of being
easily infected by the virus in this COVID-19 pandemic. Besides, the issue of fraudulent dietary

supplements is also gaining attention among consumers. This is proven when many dietary supplement
frauds are issued by irresponsible parties as it is also affecting other parties as well. The effects of such

immoral activities cause adverse effects to consumers due to the uncertainty of the ingredients used by
the irresponsible parties. However, the fraudulent intake of dietary supplements is also rooted in

consumers’ intentions itself. Therefore, this study was conducted to examine the factor influencing

consumers' intentions towards fraudulent dietary supplement which involved the variable of knowledge,
attitude, subjective norms, perceived behavioural control, and awareness. This study has been conducted

by using purposive sampling method from 140 respondents and the results were generated using Statistical

Package for Social Science (SPSS) version 26. The findings show that two out of five hypotheses were
accepted and some recommendations also has provided to improve understanding among consumers

regarding dietary supplements intake in future research.


Keywords: Dietary Supplement, Fraudulent, Consumer, Intentions
















49

FACTORS INFLUNCING CUSTOMER SATISFACTION: CASE STUDY OF


BAMBOO HUT ENTERPRISE


Soh Jie Qi, Dr. Mazilah binti Abdullah

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


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


Abstract



In this era, customer satisfaction is important to a company because this link to the company's profit and
reputation, especially in a company that needs to interact with customers such as the printing industry.

This research will be conducted at Bamboo Hut Enterprise. The purpose of this study is to examine

whether customer satisfaction will be influenced by price, product quality and service quality. In this
study, the quantitative sampling method will be used with a medium sample size of 108 respondents.

Sources of primary data obtained from the questionnaire that will be administered to the customer of
Bamboo Hut Enterprise. While secondary data obtained from the journal and literature related and can

support as well as useful for this study. Data analysis will be performed with multiple regression by using
SPSS (Statistical Product and Service Solution) version 23. The result showed that price, product quality

and service quality significantly influence the customers’ overall satisfaction. Therefore, these variables

are the company’s need to focus to improve customer satisfaction.


Keywords: Price, Product Quality, Service Quality and Customer Satisfaction



























50

ONLINE BOOKING IMPLEMENTATION FOR NASESZ ENTERPRISE



Subhass A/L Sandran Segaran, Dr. Grace Thoo Ai Chin


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


*Corresponding author: [email protected]


Abstract


Booking services have gained popularity among various industries in the recent years due to rising

importance in offering services to consumers in a convenient way. Now, website is playing a crucial role
in developing customer’s perception toward a business which consequently affects decision-making

process when it comes to online transactions such as booking. Nasesz Enterprise is a company providing
home maintenance services with challenges such as declining rate of customer acquisition. Hence, this

study aims to investigate website quality and e-trust on online booking system. Further, the study

proposes online booking as marketing strategy for the business to overcome their problem using the
service innovation. Firstly, the study investigated the relationships between home maintenance service

provider’s website quality attributes (usability, ease of use, entertainment, complementarity), e-trust and
booking intention. A questionnaire survey was used for data collection, and 150 samples were collected

from property owners, tenders, and tenants using purposive sampling technique. Findings show that
usability and complementarity of website have positive and significant impacts on e-trust and online

booking intentions. In addition, e-trust is positively and significantly related to online booking intentions.

Secondly, using the findings from the survey, an intervention was conducted to implement online booking
by creating a website using the key website qualities. Finally, the online booking strategy successfully

increased the customer acquisition of Nasesz Enterprise. In essence, this study is the first research to

extend online booking studies in home maintenance industry and revealed the key website qualities that
influence e-trust and online booking intention of customers in home maintenances services.


Keywords: Booking Intention, Website Quality, E-Trust, Online Booking, Home Maintenance Services











51

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


WEBSITE


Syafiqah Aqilah binti Shazmy, Dr. Nor Zafir binti Md Salleh


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


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


Abstract



Tourism has become a major economic activity in the world. Now, a website is playing a crucial role in
an organization, particularly tourism businesses. The usage of electronic devices and the internet has

increased among children. Furthermore, their preferences are relevant in the choice of tourism destination.
Zoo Negara is an attraction in Malaysia. The Zoo Negara organization is currently enduring a significant

website gap. Hence, this paper will identify the deficient website features of the National Zoo compared

to the Chester Zoo website among young visitors in order for the National Zoo can take action and improve
their website in the future as well as determine the young visitors’ experience while browsing the website.

An observation checklist was used for data collection as a comparison with Chester Zoo due to its efficient

website design, and 15 checklists were collected among young visitors from 8 to 12 years old. The finding
shows that Zoo Negara has a flaw in terms of website design, information quality, and interactivity. The

study discussed that young visitors do not have a great experience while browsing the website. This
research may help Zoo Negara to improve its website in the future time.


Keywords: Website features, user experience, tourism website, young children
























52

FACTORS INFLUENCING THE NEW SERVICE POSITIONING IN TOUR AND

TRAVEL COMPANY



Syakirah binti Md Yusoff, Dr. Zuraidah binti Sulaiman


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


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


Abstract



Tourism is a recurrent phenomenon in human life. It has been a large industry that has aided in economic
and social progress. Thus, tourism also has expanded at an astonishing rate all throughout the world.

Tourism is the largest industry in the world with over 600 million people visiting each year and the income
earning over half a trillion dollars each year. Tour and travel sector is one of the most significant industries

that make sure the stabilization of the economy can be obtained. Tourism sector was one of industry that
produce a decent money until the globe was surprised by the discovery of the unusual virus, COVID-19.

This pandemic really creates a big damage to the world economy and all the activities need to be stopped

immediately. It is affected all the firms over the world and they need to come out with the new marketing
idea in order to meet the new norm nowadays. Furthermore, to introduce new service or product,

positioning need to be done to prevent loss during this epidemic era. Therefore, positioning towards new

service in the tour and travel company is important for increasing the interest of the potential customers
to the company. Thus, this study aims to discover whether service innovation, reliability and brand

endorsement influenced new service positioning in tour and tourism company. Data collection on this
study was done through distribution of questionnaire through Google form and multiple regression was

used to determine the ability of the construct on new service positioning in tour and travel company. The
quantitative sampling method is being use in this study with a total of 120 respondents. Service innovation,

reliability and brand endorsement were found to influence the new service positioning in tour and travel

company.



Keywords: Tourism industry, Positioning strategy, Brand endorsement, Innovation






53

DETERMINE FACTORS THAT EFFECT CUSTOMER SATISFACTION IN

COMMUNITY PHARMACY: A CASE STUDY AT MUHIBBAH JAYA PHARMACY



Tam Weng Hong, Dr. Adaviah binti Mas’od


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


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



Abstract


Pharmacy has acknowledged the point of view that customer satisfaction is important in the success of
business activities. As a result, it has become critical for the community pharmacy to attempt to manage

consumer satisfaction. The aim of the paper was to investigate satisfaction level and examine which
factors have a positive and significant impact on customer satisfaction with pharmacy. The study

investigated the significance of general dimensions and specific elements of customer satisfaction in

measuring satisfaction levels. This study used a quantitative sampling method with a minimum sample
size of 140 respondents. The data was collected from the customers of Muhibbah Jaya Pharmacy through

Google form and offline survey. The researchers successfully collected 155 respondents for this study.

SPSS software was used to analysis data. The research findings found that the 5 dimensions which include
facilities, reliability, process, value for money, and service quality have positive and significant impact

on customer satisfaction. In contrast, dimensions of additional services and product quality have no
positive and significant impact on customer satisfaction. This study helps the existing literature and

marketers understand customer satisfaction, and provides pharmacies with recommendations and
directions for improvement to improve customer satisfaction and thus customer retention.



Keywords: Customer Satisfaction, Community Pharmacy, Dimensions of Satisfaction, Satisfaction
Levels, Sungai Sipu














54

EFFECT OF REFERENCE PRICE TOWARD CUSTOMER PURCHASE INTENTION
ON FROZEN FOOD: A CASE STUDY AT RESTAURANT VEGETARIAN S.I. JIN WEI



Tan Yi Ting, Dr. Adaviah binti Mas’od


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


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


Abstract


With the start of Covid-19 pandemic, food prices increased faster than average inflation globally.

Therefore, the price willing to pay by the customers for products/services depends on utility. Reference
price defined as the price assumption needed to pay by customers which can be appeared in terms of

internal (memory-based) or external (stimulus-based). Customers act sensitively as the reference pricing
can change their perception of its value. Hence, researcher aims to examine the effect of reference price

including price history, store visit history, customer characteristics, store environment and product

category on customer purchase intention. Quantitative method was adopted by distributing 170 sets of
online questionnaires through Google Form. Target respondents were chosen from the individuals with

the buying experience on frozen food at Restaurant Vegetarian S.I. Jin Wei by using the purposive

sampling technique. SPSS computer software was used for data analysis. Findings illustrated that price
history, store visit history, customer characteristics and product category have influenced the customer

purchase intention positively and significantly. In contrast, store environment will not significantly
influence customer purchase intention. To conclude, findings are expected to provide insights and

guidance to the entrepreneurs on the effect of reference price in order to enhance customer purchase
intention.




Keywords: Reference price, Customer purchase intention















55

FACTORS INFLUENCING CUSTOMER SATISFACTION AT DAILY HAPPY OTAK
OTAK



Tee Kelly, Dr. Mazilah binti Abdullah


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


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



Abstract


In the food industry, the relationship between four independent variables (quality of food, quality of

service, quality of setting, price and value) and overall customer satisfaction is close. Overall, customers
satisfaction is important for a company because of this link to customer loyalty towards the company and

also the company's sales and reputation. Therefore, many companies pay attention to customer satisfaction

and find ways to solve the problem of dissatisfaction and manage customer satisfaction for building
reputation and positive world-of-mouth. The research objective is to examine the influence of independent

variables on customers' overall satisfaction. Thus, Daily Happy Otak Otak can know customer satisfaction
towards their company to improve their weakness and plan for the future. This study uses questionnaires

by distributing questionnaires to Daily Happy Otak Otak. The sampling method used in this study was
quantitative, and the sample size is 137 respondents based on purposive sampling. The result showed that

food quality, service, price, and value significantly influence customers' overall satisfaction. Therefore,

these variables are the company's need to focus and improve to increase customer satisfaction.




Keywords: Quality of food, Price and Value, Quality of Setting, Quality of Service, Customer
Satisfaction


















56

THE IMPACT OF BRAND EQUITY ON REPURCHASE INTENTION TOWARD

HERMS ENTERPRISE





Teo Kar Qing, Dr. Adaviah binti Mas’od


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


*Corresponding author: [email protected]

Abstract


The evolution of web2.0 enables people to interact and generate content in video, photo, audio, text, etc.,

which change the way companies communicate to their customers. Instagram has made it incredibly easy

for the business to market and advertise the products. In recent years, the activewear business is expanding
as it is a new trend that attracted the eye of people in Malaysia. Since activewear has become a popular

trend in Malaysia, a number of domestic companies start activewear businesses in Malaysia, yet the
industries face intense competition in the market due to there has a different brand of activewear in the

market. The purpose of this research examines the effect of e-WOM and brand equity on customers'
repurchase intention toward HERMS C Enterprise. Literature reviews were conducted before analyzing

the research topic in order to have a better understanding of how social media dimensions create e-WOM

and have future knowledge on e-WOM and brand equity influence customers' repurchase intention of
activewear brands on Instagram. A set of online questionnaire had distributed to 140 respondents via

Instagram. 9 outliers in the questionnaire and had eliminated from this research. Results generated by
using Smart PLS and SPSS software. This study also provides an overview on the respondents'

demographics. Theoretical and practical ramifications of the findings in this study have been addressed.


Keywords: e-WOM, Brand Equity, Repurchase Intention, Activewear, Instagram

















57

MARKETING INTERVETION TO STIMULATE PURCHASE INTENTION MY-

ROBOT TAMAN UNIVERSITI SDN. BHD.


Woon Zeng Quan, Dr. Grace Thoo Ai Chin


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


*Corresponding author: [email protected]


Abstract


Malaysia has transformed the education system by launching the Science, Technology, Engineering,
Mathematics (STEM) education and implemented the STEM in all schools in Malaysia at the beginning

of 2017. These changes have triggered how robotics academies compete for resources and competitive

advantage. Most robotic academies provide the latest innovative ways to engage students in STEM. My-
Robot Taman Universiti Sdn. Bhd. is one of Malaysia’s leading educational robotics and coding

academies. Many centres use social media marketing effectively to increase brand awareness and purchase
intention. However, My-Robot Taman Universiti Sdn. Bhd is facing low brand awareness and low

purchase intention. Therefore, this study aimed to investigate factors that increase the purchase intention
of robotic education and design social media marketing strategies for the company. A total of 200

questionnaires were collected via Google Form. The data was collected from parents in Malaysia who had

children aged 5 to 15-year-old using a judgmental sampling technique. The findings indicated that brand
awareness positively and significantly affects brand attitudes and purchase intention of robotics education.

In addition, the brand awareness and perceived quality are positively related to the purchase intention of

robotics education. The findings were used for the intervention to increase the purchase intention of My-
Robot Taman Universiti Sdn. Bhd. using social media marketing strategies. Contents were uploaded on

Facebook page of My-Robot Taman Universiti Sdn. Bhd. including company details, robotics teaching
materials and resources, and importance of STEM education. The post successfully attracted new page

followers and increase post engagement. In conclusion, the study and intervention have provided insights
to My-Robot Taman Universiti Sdn. Bhd. and other related industries to enhance their brand awareness,

brand attitude, perceived quality and purchase intention.









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Keywords: Purchase intention, Brand Awareness, Brand Association, Brand Attitude, Purchase

Intention.


















































































59

SOCIAL MEDIA STRATEGIES TO INCREASE BRAND OF A TRADITIONAL

CHINESE PASTRY SHOP – CHOP KEK LIAN SENG


Yap Kai Ying, Dr. Grace Thoo Ai Chin


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



*Corresponding author: [email protected]



Abstract



Covid-19 has a wide range of effects on e-commerce and technology. The crisis has forced some retail

stores to stop operating. During the pandemic, the use of e-commerce and online retail applications is
increased significantly. This trend has triggered the social media as one of the effective marketing

channels to communicate brand-related information by stimulating brand engagement and brand
knowledge among consumers. In this case study, Chop Kek Liang, as a traditional Chinese pastry shop is

facing the problems like low brand awareness and brand image due to limited social media interaction.
Before designing a comprehensive social marketing plan for Chop Kian Lai Seng, this study firstly

examined the factors that influence the brand awareness and brand image of pastry shops in general. A

quantitative method using surveys was distributed via Google form. Purposive sampling technique was
used, and data was collected from respondents who are using social media platforms as interaction with

others in Malaysia to buy pastry products. The total usable data for the study is 169. The findings show
that there are positive and significant relationships between social media interaction, customer brand

engagement, brand awareness and brand image. Marketing strategies were conducted on the Facebook
page of Chop Kek Lian Seng for 2 months and the social media strategies successfully and effectively

increased the brand awareness and brand image of the company. In short, social media interaction is the

best-implemented strategy in the development of brand awareness and brand image for Chop Kek Lian
Seng. Therefore, this study has provided deeper insight into social media interaction for retailing industry

to enhance the brand awareness and brand image



Keywords: Social media interaction, brand awareness, brand engagement, brand image.







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ARTICLE

FYP PROPOSAL

AHIBS UTM SKUDAI JULY 2021

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


AFIFAH NURUL ADAWIYAH, ENCIK AHMAD SHARIFUDDIN BIN SHAMSUDDIN

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

*Corresponding author: [email protected]

Abstract

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

product through celebrity endorsements will increase the brand awareness of the business. The study aims to
analyze the effect of celebrity endorsement and brand image on consumer purchasing decisions on DR Beaute by
dr. Azrida products among Indonesian youth females. As the object of this research, DR Beaute is a local beauty

clinic who also owned cosmetic brand originating from Indonesia which has been established in 5 cities in
Indonesia. This study uses quantitative methods and the data collection technique is to conduct in-depth research,
namely interviews and used questionnare and the software used by researchers to analyze the data and information

collected in this study is the Statistical Package for the Social Sciences (SPSS) which has a function to assist in
analyzing complex statistical data analysis.The respondents of this research are users and buyers of DR Beaute by

dr. skin products. The results of this study are expected to be a strategy that can be applied to marketing strategies
for companies and interested parties to increase and maximize the use of celebrity endorsements and brand image
to get a positive effect that can lead customers in making purchasing decisions.


Keywords: Celebrity endorsement, brand image,purchase decision



1.0 BACKGROUND OF STUDY

Human needs are human desires for goods or services that can fulfill spiritual and physical satisfaction for
their survival. Skin care is also one of the needs that cannot be underestimated anymore because both women and
men every day cannot be separated from the use of skin care ranging from powders, lotions, deodorants,
moisturizers, sunscreens to soaps where these needs continue to change from time to time and follows by the
function required by consumers.
Basically skin care is needed when someone is experiencing skin problems and wants to maintain healthy
skin. But now, along with technological developments, skin care has become a trend because of the increased
awareness in consumers of physical appearance and characteristics. In addition, skin care products are divided into
four categories which are to support skin integrity, enhancing, nourishing skin condition and cosmetics to improve
skin’s look and presence. Most women are using makeup on a daily basis, especially in urban and metropolitan




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62 Afifah (2021)
areas. This led to growth in the skin care industry that results in 30% of total global sales by 2020, especially from
a millennial (Deloitte, 2017)
Based on the need for skincare that continues to increase, this then demands cosmetic companies to have
strategies that can attract consumers to purchase decisions. According to Kotler (2007:223), purchasing decisions
are several stages carried out by consumers before making a purchase. Kotler & Keller (2007:235) states that
purchasing decisions consist of five stages, namely: need recognition, information search, evaluation of
alternatives, purchase decisions and post-purchase. With a high purchase decision, it results in high sales volume,
which means that the profits obtained by the company will be higher.
To build a good image in consumer purchasing decisions, one of the factors that can influence is to use a
promotional mix that is in accordance with the demands of changing times. And some promotions that are often
carried out by companies today are advertising through social media by making celebrities as supporters in the
delivery of advertisements. Shimp (2003: 460) argues that celebrity endorsers are using artists as advertising stars
in the media, ranging from print media, social media, and television media. Celebrities are usually also used for
reasons of their fame attributes which include good looks, courage, talent, elegance, strength, and also physical
attractiveness which often represent the attractiveness required by the brand. The function of the celebrity endorser
itself is different from the brand ambassador, the brand ambassador acts as an icon or cultural identity, they act as
a marketing tool that represents the achievement of individualism in human glory and the commodification and
commercialization of a product, therefore brand ambassadors do not always use celebrities, but use celebrity is
often an option. Brand ambassadors also make advertised products a part of their lifestyle.
The next factor that can influence the purchase decision is decisions is brand image. According to Kotler
and Armstrong (2001:225), brand image is a set of consumer beliefs about a particular brand. According to Kotler
and Armstrong (2008:281) brands represent perceptions and consumer companies of a product and its performance
of all things about the meaning of the product or service to consumers. The brand itself is actually a reflection of
the promises made by producers to consumers for the quality of the products they produce, brands are proven to be
able to influence purchasing decisions made by consumers (Iryanit, 2014: 7)
From the results of the theoretical discussion and research that has been done previously to determine the
relationship between celebrity endorsement and brand image on purchasing decisions, it can be concluded that
these two factors, namely celebrity endorsement and brand image have a significant influence on purchasing
decisions. With a description that explains the fact that the growth of skincare needs will continue to change
along with changing demands from time to time. This is what motivated the author to conduct research.

1.1 PROBLEM STATEMENT

In this modern era that continues to develop, beauty care is seen as one of the basic needs that must be met.
Not only for reasons to make the appearance more attractive, but for a more important goal, namely to create
healthier and more well-groomed skin. Based on data from BPS, the income of the Indonesian beauty industry is
USD 7.095 billion or Rp 99.33 trillion in 2020. This figure grew 2.84 percent from the previous year.
Social Bella Chief Executive Officer (CEO) Jhon Marco Rasjid said that there are at least three fundamental
things that can drive the growth of the beauty industry in Indonesia. First, Indonesia has a very large population of
young people. Second, Indonesia's economic growth is quite good so that it can support the industry. Third, with
the role of social media which also contributes greatly.
This phenomenon supports the presence of many beauty service clinics that offer various kinds of facial
treatments according to the needs and desires of consumers. The existence of a beauty clinic gives consumers a
more profitable choice because it is handled by a beauty doctor. One of them is Dr Beaute by dr. Azrida clinic.
Which are located in five cities in Indonesia, including Pekanbaru, Padang, Bekasi, Jambi and Medan. This clinic



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63 Afifah (2021)
provides skin care services such as glamorous glowing facials, pretty white facials, super facials, organic facials
and several facial procedures such as thread implants, fillers and skin boosters. Based on an interview with Miss
Suci as assistant manager of Dr Beaute by dr. Azrida, that in addition to offering facial care services, this clinic also
has its own licensed care products. Among them are acne soap, lactic soap, acne toner, normal toner and milk
cleanser.
Based on the results of interviews, it was found that in an effort to introduce and attract interest in buying
services and products to the public, the use of celebrities has not met the target to be achieved. This is because in
choosing a celebrity you have to go through several considerations first, thus making promotions slower to convey.
This of course becomes difficult and continues to pose a challenge for clinics to catch up with customers
and convince them. The purpose of using celebrity endorsement is to introduce the brand to customers so that they
will then want to buy it. There are many theories and studies behind purchasing decisions and how to respond to
them in order to successfully attract the attention of customers and make them targets to buy the products offered.
With the development of digital technology, more and more ways are being developed, one of which is with
celebrity endorsement to influence the target market. Celebrity endorsement aims at a marketing strategy by using
one or more celebrities to advertise certain products or services. Its goal is to reach a larger audience and also be
represented by a celebrity fan base.
From a combination of interesting information to discuss along with the demands for skin product needs in
beauty clinics, especially for youth women in Indonesia. And because of the importance of knowing the best factor
assessment model to evaluate consumer purchasing decisions that are influenced by celebrity endorsement and
brand image, the researcher wants to examine "THE IMPACT OF CELEBRITY ENDORSEMENT THROUGH
BRAND IMAGE ON PURCHASE DECISIONS IN INDONESIAN YOUTH WOMEN IN DR BEAUTE BY DR
AZRIDA".

1.2 RESEARCH QUESTIONS

From the results of the description of the background, the problems that can be raised in this study are as
follows:
1. Does celebrity endorsement have a direct effect on brand image?
2. Does brand image have a direct effect on purchasing decisions?
3. Does celebrity endorsement have a direct effect on purchasing decisions?

1.3 RESEARCH OBJECTIVES

From the results of the problem formulation that has been described, the research objectives raised in this
study are as follows:
1. To find out the direct effect of celebrity endorsement on brand image.
2. To find out the direct effect of brand image on purchasing decisions.
3. To find out the direct effect of celebrity endorsement on purchasing decisions.


1.4 IMPACT OF THE STUDY

1.4.1 ACADEMIC








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64 Afifah (2021)
1 This reserach can add insight to the author to think systematically and critically in dealing with
problems that occur,especially in the impact of celebrity endorsement through brand image on
purchasing DR Beaute by dr. Azrida skin products among Indonesian youth females.
2 This research can add knowledge about the impact of celebrity endorsement and brand image on
purchasing decisions to buy DR Beaute by dr, Azrida skin products.
3 To apply various theories that have been obtained during college at Azman Hashim International
Business School,Universiti Teknologi Malaysia.
4 The result of the study can be used as a reference material for the development of further research.
5 The result can be used as a library material to increase knowledge for those who need it in the future.


1.4.2 PRACTICAL

1. For DR Beaute by dr. Azrida
The results of this research are expected to be taken into consideration improvement brand image
and celebrity endorsements that are used in accordance with purchase decisions.
2. The information contained in this study is expected to be useful in building a marketing strategy
in DR Beaute by dr. Azrida clinics to affects consumer purchase decision.


1.5 SCOPE OF STUDY

To support this research, literature from several sources such as DR Beaute by dr. Azrida skin product
users, buyers, and other stakeholders in the research and factors that influence purchasing decisions are considered
as the framework of this research. The target of this research is limited to youth women in Indonesia with the aim
that the selected location can represent several customer characteristics. Although, using Dr Beaute by dr, Azrida
skin products is in accordance with the needs of individual customers so this research may be one of the limitations
of this research in general.
In contrast, the study adopts a grounded-theory approach, the goal of grounded theory is to produce
information that is faithful to everyday reality and is useful for practitioners.


2.0 LITERATURE REVIEW

2.1 DEFINITION OF MARKETING

The activity that occurs within a company must be related to marketing activities, meaning that the purpose
of marketing is more than just dealing with the customer but also includes building customer value and satisfaction
as the heart of modern marketing thinking and practice to gain profit for the company. The core of marketing
according to Kotler and Keller (2016:27) is identifying and meeting human and social needs.
The definition of marketing according to Kotler and Armstrong (2012) is a process of working with the
target market to realize the potential exchanges with the intention of satisfying human needs and wants,building
profitable relationships and understanding customers needs,providing superior value, setting price,distributing,and
promoting them effectively.








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65 Afifah (2021)
According to The American Marketing Association (AMA) cited by Kotler and Keller (201:27),the
definition of marketing is as as follow : “marketing is activity,set of institution,process for
creating,communicating,delivering and exchanging offering that have value for customers,clients,partners,and
society at large.”
Definition of marketing according to Dr. Augustine Fou,founder of Marketing Science Consulting Science
Consulting Group,Inc. is as follows : “ Marketing is the process of exposing target customers to a product through
appropriate tactics and channels,gauging their reaction and feedback, and ultimately facilitating their path to
purchase”.
From the results of the definitions described, the authors can conclude that marketing includes the process
of identifying human and social needs with the aim of satisfying customer needs and desires. The process of this
activity consists of creating products, communicating to customers and exchanging offers that have value for
customers to build customer relationships.


2.2 DEFINITION OF MARKETING MANAGEMENT

Marketing management is the process of planning and executing conceptions within an organization
including pricing, promotion, and distribution of ideas, goods, and services to create exchanges that satisfy
individual goals and achieve company goals. Companies need various ways to be able to regulate their marketing
activities to suit the company's predetermined goals, in this case the arrangement needed by the company is
marketing management.
Marketing management according to Djaslim Saladin and Herry Achmad Buchory (2010:10) is defined as
follows: “Marketing management is the analysis,planning,implementation and control of programs designed to
create,build and maintain exchanges that benefit the target market with intention to achieve organizational goals”.
Then reinforced by the opinion of Kotler and Keller (2016:27) about marketing management as follows on
the next page : “Marketing management as the art and science of choosing target markets and getting,keeping,and
growing customers through creating,delivering, and communicating superior customer value”.
Based on the above theory and the previous page, the author understands that marketing management is
the analysis, planning,implementation and control of programs to achieve organizational goals”.


2.3 PURCHASE DECISION

2.3.1 DEFINITION OF PURCHASE DECISION

According to Kotler (2007:223), purchasing decisions are stages taken by consumers before
making a decision to purchase a product. Then as a reinforcement of the opinion of Schiffman, Kanuk
(2004: 547), purchasing decisions are the selection of two or more alternative purchasing decision choices,
meaning that a person can make a decision there must be several alternative choices.


2.3.2 FACTORS INFLUENCING PURCHASE DECISION

Most large companies research consumer purchase decisions in detail to ask questions about what
the consumers buy, how they buy, how much they buy, and why they buy. This is because understanding





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consumer behavior is one of the keys to success in building relationships with customers and predicting
subsequent consumer behavior. One way to shape this is to know what factors influence purchase decisions.
According to Philip Kolter (2013: 214) in his book it is stated that those that influence purchasing decisions
are cultural, social, personal and psychological.



Cultural Social Personal Psychological


1. Culture 1. Group 1. Age and life cycle 1. Motivation
2. Subculture 2. Family 2. Occupation 2. Perception
3. Social Class 3. Role and status 3. Economic situation
4. Lifestyle
5. Personality


Table 2.1 : Factors Influencing Purchase Decision
Source : (Kotler and Keller,2013)


1. Cultural Factors

a) Culture is a collection of basic values, perceptions, desires, and behaviors that are learned by members of
society from family and other important institutions.
b) A subculture is a group of people who share a value system based on common life experiences and situations.
c) Social class is a relative and tiered division in society whose members share the same values, interests, and
behaviors.

2. Social Factors

a) A group is two or more people who interact to achieve a personal goal or common goal.
b) The family is the most important consumer buying organization in society. Consists of husband, wife and
children.
c) Role and status, which means the role that comes from the activities that are expected to be carried out by
someone around him. Then each role carries a status that reflects the respect given by society.

3. Personal Factors

a) In the age and stages of the life cycle, it is about the stages that the family may go through as they mature.
Starting from young, middle to old age.
b) Occupation means a person's profession that influences the goods and services they buy.
c) The economic situation also influences product choice. Income-sensitive product marketing observes trends
in personal income, savings, and interest levels.
d) Lifestyle is a person's pattern of life embodied in psikografis. What is meant by lifestyle is about activities,
interests, and social opinions.
e) Personality refers to a person's unique psychological characteristics that lead to relatively consistent and
enduring responses to one's own environment.



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67 Afifah (2021)
4. Psychological Factors

a) Motivation is a need with strong pressure that drives a person to make a decision on that need.
b) Perception is the process by which a person selects, organizes, and interprets information to form a meaningful
picture of the world.



2.4 CELEBRITY ENDORSEMENT

2.4.1 DEFINITION OF CELEBRITY ENDORSEMENT

The definition of endorser according to Shimp (2003:459) is an ad supporter or also known as an
advertisement star to support a product. Meanwhile, celebrities are figures (actors, entertainers or athletes)
who are known for their achievements in different fields from the products they support (Shimp, 2003:
460). Celebrities are seen as individuals who are liked by society and have attractive advantages that
distinguish them from other individuals.And celebrity endorsers are using artists as advertising stars in the
media, ranging from print media, social media, and television. In addition, celebrity endorsements are also
used for certain reasons such as their famous attributes including good looks, courage, talent, elegance,
strength and sexual attractiveness which represent the attractiveness desired by the advertised brand. With
the use of celebrity endorsements, it is expected to be able to represent the brand image to fulfill purchasing
decisions.
The reason why celebrities are in great demand by producers in advertising their products is
because the messages conveyed become more attractive because celebrities who are more popular
will get greater attention and are easier to remember (Royan 2004: 2). Then as a reinforcement, Sumarwan
(2004:258) argues that in purchasing products and services as well as brand selection, celebrities can have
a strong influence on consumers. Celebrities can be a very important marketing tool for a product because
of their great appeal and also because of the reason they have a huge fan base that no one else has.
Celebrities also have inner beauty, charisma and credibility.

2.4.2 THE ROLE OF CELEBRITY ENDORSEMENT

Schiffman and Kanuk in Mahestu Noviandra (2006:65-74) provide several celebrity roles as
advertising models that can be used by companies in advertising their products or services. Among them
are testimonials, endorsements, actors, and spokespeople. A more detailed explanation will be explained
as follows.
Firstly, the role of a celebrity in an advertisement is testimonial. If celebrities personally use these
products, they can testify about the quality and benefits of the advertised product or brand.Secondly, the
role as an endorsement, there are times when celebrities are asked to star in product advertisements where
they are not personally an expert in the field.Thirdly,role as an actor, where celebrities are asked to promote
a particular product or brand related to the role they are currently starring in a particular program. And the
last is the role of celebrities as spokesperson where they are tasked with promoting a product, brand or a
company within a certain period of time and then their appearance will be associated with the brand or
product they represent.







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Using celebrities as advertising stars is believed to provide its own charm. In addition to reasons
of excellence in publicity and power in getting the attention of consumers, celebrities also have the power
to be used as a tool in persuading, seducing, and influencing consumers who are the target market with
their fame. With the aim of being able to take advantage of celebrity fame to attract consumers to make
purchases of advertised products.

2.5 BRAND IMAGE

2.5.1 DEFINITION OF BRAND IMAGE

Brand image is a series of associations (perceptions) that exist in the minds of consumers towards
a brand, when usually its organized into a meaning.The relationship within a brand will be stronger if based
on experience and get a lot of information. All images or associations represent the perceptions that can
reflect objective reality or not. This image that is formed from association (perception) is what underlies
the decision to buy even brand loyalty from consumers. Brand image includes knowledge and trust in brand
attributes (cognitive aspects), consequences of the use of the brand and appropriate usage situations, as
well as evaluation,feelings and emotions that are perceived by the brand (affective aspects).
According to Kotler and Keller (2007:34), brand image is the perception and belief of consumers,
as reflected in the associations that occur in consumer memory. By creating the right brand image for a
product, it will certainly be very useful in marketing, because the brand image will affect consumer
assessments of alternative brands that are expected to meet consumer needs and also provide better and
more guaranteed satisfaction. As stated by Schiffman and Kanuk (2000:141), consumers will always
choose products based on their image. If they don't have experience with a product, they are more likely to
"trust" a preferred or well-known brand. A positive brand image will result in consumer loyalty, consumer
confidence in the positive brand value, and willingness to look for brands.

2.5.2 FACTORS FORM A BRAND IMAGE

According to Schiffman and Kanuk (1997) in Meidi Chandra (2009:15) mentions the factors forming
the brand image as follows:

1. Quality or quality, which relates to the quality of the goods offered by the manufacturer on a particular
brand.

2. Can be trusted or relied upon, relating to opinions or agreements formed by the community about a
product that is consumed.

3. Usefulness or benefit, which is related to the function of a product that is consumed.

4. Service, which is related to the task of producers by serving their consumers.

5. Risk, related to the large or small consequences or gains and losses that may be experienced by
consumers









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6. Price, which is related to high and low or the amount and amount of money that consumers spend to
influence a product, can also affect the image in the long run.

7. The image owned by the brand itself, which is in the form of views, agreements, and information
related to a brand of a particular product



2.6 RESEARCH FRAMEWORK

The research framework is a description of the structure of the research plan with the aim of helping
researchers formulate relevant research questions. The research framework consists of the key concepts of the
research project and the assumptions of the relationships between these concepts. According to Sugiyono (2017:60)
the research framework is a conceptual model of how theory relates to various factors that have been identified as
important problems.
Based on the literature review that has been reviewed above, the research framework in this study can be
structured as presented below:




Celebrity Endorsement (X1) H1

Purchase Decision (Y)
H2


Brand Image (X2)
H3



Figure 2.1 : The theoretical framework relationship between celebrity endorsement and brand image
towards purchase decision.


2.7 RESEARCH HYPOTHESIS

According to the Cambridge Dictionary, hypothesis is an idea or explanation for something that is based
on known facts but has not yet been proved. In other words, it’s a statement that provides an explanation for why
or how something works, based on facts (or some reasonable assumptions), but that has not yet been specifically
tested. Based on the research framework in figure 2.1 above, the hypothesis of this research are listed below:

H1: There is a relationship between celebrity endorsement and purchasing decisions among Indonesian
youth females.
H2: There is a relationship between brand image and purchasing decisions among Indonesian youth
females.






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H3: There is a relationship between celebrity endorsement through brand image and purchasing decisions
among Indonesian youth females.


3.0 RESEARCH METHODOLOGY

3.1 RESEARCH DESIGN

The research method used is descriptive and causal research with a quantitative approach. According to
Sugiyono (2017), descriptive research is research conducted to determine the value between one variable and
another. While causal research is research that aims to analyze the cause and effect relationship between the
independent variable (the variable that affects) and the dependent variable (the variable that is influenced).Then
quantitative research is a research method based on the philosophy of positivism, used for research on certain
populations or samples, data collection using research instruments, quantitative or scientific data analysis with the
aim of testing established hypotheses.
The type of data used in this research is primary data obtained from skincare users using a survey approach
to collect information from respondents through questionnaires. Then, in order for respondents to understand
complex study terminology, researchers must provide information in a clear and understandable way so that they
can committed to answering the survey.
The purpose of this research is to see the impact of celebrity endorsement through brand image on
purchasing decisions among Indonesian youth female.


3.2 OPERATIONAL VARIABLE AND MEASUREMENT SCALE

3.2.1 OPERATIONAL VARIABLE

The variables used in this study are independent variable and the dependent variable. The
independent variables are celebrity endorsement and brand image. While the dependent variable is the
purchase decision.

3.2.2 MEASUREMENT SCALE

The scale used in this study is a Likert scale. The Likert scale is a rating scale used to measure
attitudes. This method was developed by Rensis Likert in 1932. According to Sugiyono (2014: 131), the
Likert scale serves to develop an instrument used to measure attitudes, opinions and perceptions of a person
or group of people about social phenomena that have been specifically defined by researchers, which in
turn referred to as research variables.


3.3 POPULATION AND SAMPLING

The population used in this study are females who have become users of beauty products and services at
DR Beaute clinic by dr. Azrida.








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The sample in this study uses a non-probability sampling technique, namely a sampling technique that does
not provide equal opportunities or opportunities for each element or member of the population selected to be a
sample.
The sample chosen by the researcher to be the data source in this study were female users of beauty products
and services at DR Beaute clinic by dr. Azrida is in the young adult age range, which is 15 to 25 years.


3.4 DATA COLLECTION METHOD

The method used for data collection by researchers are interviews and questionnaires. The interview
technique used is to conduct a virtual interview session with the marketing department at the DR Beaute beauty
clinic by dr. Azrida to find out what activities they carry out and see the operational conditions at the clinic. With
the aim of finding the problems they are currently facing, especially those related to the sale of beauty products by
DR Beaute by dr. Azrida.
The second is through a questionnaire with a list of questions consisting of various statements related to
celebrity endorsement and brand image with the aim of knowing the extent of the influence of these variables on
purchasing decisions. The questionnaire uses a closed system, namely in the form of questions accompanied by
alternative answers that give respondents the free opportunity to choose one of the alternative answers with the
following procedure:

a. The Researcher share the questionnaire link
b. Respondents are asked to fill out the questionnaire on the link that has been shared.
c. Then the answers to the questionnaire will be collected, selected, processed and then analyzed.

3.5 DATA ANALYSIS METHOD

The method used in research analysis is descriptive statistics which are statistics used to analyze data by
describing or describing the data that has been collected as it is without intending to make general conclusions or
generalizations (Sugiyono, 2018: 226). The description of the respondents obtained is used to determine the number
of respondents who have been divided according to predetermined characteristics based on demographic
characteristics, including age, gender, latest education level, occupation and based on the income level of the
respondents in a matter of months. Where the description of the respondent is displayed in the form of tables and
diagrams accompanied by a description.
The software used by researchers to analyze the data and conclude the information that has been collected
in this study are is the Statistical Package for the Social Sciences (SPSS) which has a function to assist in analyzing
complex statistical data analysis.


4.0 FINDINGS

Based on the description of research object, DR Beaute by dr. Azrida is a beauty clinic that has self-
produced skin care products with the advantages of a license from a verified doctor. Facial care products from DR
Beauty by dr. Azrida is currently in the development stage both in the treatments offered at the clinic and in selling
products on the skincare market for facial care lovers, especially among Indonesian women. Starting with only one
branch in the city of Bekasi, now it has grown to spread to 4 other cities in Indonesia, namely in Jambi, Padang,





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Pekanbaru, and its newest clinic is located in Medan. The DR Beaute beauty clinic is starting to increase its revenue
by leveraging existing technologies such as social media to attract customers and resellers. Dr. Azrida as the founder
said that social media had helped her introduce the clinic from scratch and made it easier for business marketing by
having a website and special accounts on social media to advertise products and services at the clinic.
Based on the repondents data description, responses from respondents to indicators and variable
calculations on the questionnaire can be seen and explained in a Likert scale diagram. The variables used in this
research are Celebrity Endorsement and Brand Image as independent variables and Purchase Decision as dependent
variable. The questionnaire that was distributed has been successfully filled in as many as 162 consumers who have
heard of DR Beaute, have purchased products or have done any skin care treatment at the DR Beaute by dr Azrida
clinic spread across 4 cities in Indonesia as mentioned earlier. The following are the results of processing consumer
data based on the characteristics contained in the questionnaire.
Based on the characteristics of the respondents in this study, it was found that out of 162 respondents,
71.4% were women aged 21 to 26 years and 28% were aged 15 to 20 years, while the rest were outside of young
adults. This shows that women at the age of young adults are more aware of the importance of maintaining healthy
skin and face as part of their needs that must be prioritized. Meanwhile, at an advanced age, they view skin health
and avoiding facial diseases as no longer important or beyond basic needs.
Based on the results of this study, it can be concluded that from 162 respondents who filled out the
questionnaire, the monthly income from those who care about skin and facial health was 55.9% or as many as 90
people were < Rp 1,000,000, 23.6% or 38 people for Rp 1,000,000 - 2,000,000, 10.6% or 17 people is IDR
2,000,000 to 3,000,000 and the remaining 9.9% or 16 people is > IDR 3,000,000. This shows that the average
income of skincare users among young adults in Indonesia is IDR 1,000,000 to 3,000,000, which means that the
use of skincare at an affordable price is sufficient among the target respondents.


5.0 CONCLUSION

Based on the results of research that has been done regarding the effect of celebrity endorsement through
brand image on purchasing decisions among Indonesian youth females, it can be concluded that it has evidence that
has a significant effect. This shows that most of the women in Indonesia in the age range of 15 to 25 years are
interested in making purchases of skincare products because they see and are influenced by advertisements given
by celebrities and also because of the brand image of the product.





























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FINAL YEAR PROJECT
JAN 2022

AHIBS UTM



FACTORS THAT STRENGTHEN BRAND AWARENESS OF ONLINE


SECONDHAND MARKET

Aida Nadia Binti Abi Safian, Zuraidah Binti Sulaiman


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


[email protected], [email protected]


ABSTRACT

Secondhand household goods becomes worn to alternate every home daily wears, hence, many new start-ups are starting to take steps into
this sectors. Unfortunately, pandemic was hit the overall state of world economy that immediately impacted on the SME start-ups progress
to establish.. The enforcement of government restriction has caused force majeure to pause the business operation in certain period of times.
Hence, the norm has switched into online way of buying and selling and activity.As such, this study weighed up the factors that strengthen
brand awareness of online secondhand market within the evolvement to encourage the business growth. Consequently, the study evaluates
the relationship between sales promotion, social media marketing and search engine optimization towards the brand awareness of
secondhand market online industry. The distribution of online questionnaire survey was implemented among 127 respondents. All the
hypothesized relationship were analyzed by the application of Statistical Package for the Social Science(SPSS). The analysis applied
descriptive frequency statistic, multiple linear regression and independent sample t-test to respond on the research questions. The study
reveals that sales promotion is the most important predictor to brand awareness. Contradictory to the assumption, the factors of search
engine optimization has not given a significant relationship towards influencing the brand awareness. This research has shown the proficient
insight on the adoption of elements in digital marketing to encourage the brand awareness of online secondhand market. Future research
may concentrate on the crucial predictors such as switching the word of mouth into the social media marketing strategies.

Keywords: Secondhand Goods, Brand Awareness, Digital Marketing

ABSTRAK

Barangan rumah terpakai menjadi fokus utama untuk menggantikan perkakasan dekorasi harian di rumah, Justeru, banyak syarikat baharu
mula mengambil langkah ke dalam sektor ini. Malangnya, pandemik telah melanda keseluruhan ekonomi dunia yang serta-merta memberi
kesan kepada kemajuan syarikat PKS baru. Penguatkuasaan sekatan kerajaan telah menyebabkan penutupan industri yang menghentikan
operasi perniagaan dalam tempoh tertentu. Oleh itu, norma telah memperbaharui cara membeli dan menjual kepada penglibatan aktiviti dalam
talian. Oleh itu, kajian ini menentukan faktor-faktor yang mengukuhkan kesedaran jenama pasaran terpakai dalam talian dalam perkembangan
untuk menggalakkan kemajuan di dalam perniagaan. Seterusnya, kajian menilai hubungan antara promosi jualan, pemasaran media sosial dan
pengoptimuman enjin carian terhadap kesedaran jenama industri dalam talian pasaran terpakai. Pengedaran soal selidik dalam talian telah
dilaksanakan dalam kalangan 127 responden. Kesemua perhubungan yang dihipotesiskan telah dianalisis dengan aplikasi Statistical Package
for the Social Science (SPSS). Analisis bagi melaksanakan kajian ini adalah menggunakan ‘descriptive frequency statistic’, ‘multiple linear
regression’ and ‘independent sample t-test’. Kajian itu mendedahkan bahawa promosi jualan adalah faktor yang paling penting kepada
kesedaran jenama. Bercanggah dengan andaian, faktor pengoptimuman enjin carian tidak memberikan hubungan yang signifikan ke arah
mempengaruhi kesedaran jenama. Penyelidikan ini telah menunjukkan wawasan yang cekap tentang penggunaan elemen dalam pemasaran
digital untuk menggalakkan kesedaran jenama pasaran terpakai dalam talian. Penyelidikan masa depan disarankan agar menumpukan pada
faktor penting seperti pelaksanaan penyebaran ‘word of mouth’ ke dalam strategi pemasaran media sosial.



Kata kunci: Barangan Terpakai, Kesedaran Jenama, Pemasaran Digital


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⬛ 1.0 INTRODUCTION

1.1 COMPANY BACKGROUND
The second-hand clothing trade can be traced back to the origin of the clothing industry. Before the Middle Ages and the European
Renaissance, the second-hand clothing trade was a way for the poor to buy better, more fashionable clothing. Thrift shopping, or purchasing
second-hand goods, was originally a way for people to buy basic necessities that they might not otherwise have been able to afford.
(Chan,2020). The other way around in today’s world, the avid buyer of secondhand goods has grown in the larger number than before.The
secondhand market is widely describes as the durable trade or semi-durable goods which had one or more preceding owner (Durif, Arcand,
Ertz and Connolly, 2018). The second or later end users may not receives the same shape as for the new goods, however, they will enlighten
the significant benefits of supporting a sustainable choice, fair labor right, affordable price and high style. Supporting the greener has helped
to reduce the world’s overflowed landfills and also eliminating all humanity’s carbon emission. Buying secondhand final goods also
contributes to the people, the rumour of fast fashion industries were violated the right of human labour has found to be true. The concept
described a shorter delivery time, which can shorten the production process and speed up the work, thereby shortening the life cycle (Barnes,
Lea, Bhardwaj and Fairhurst, 2010). Pesticides the garment workers around the world to achieve their expectation of high volume production
has gone beyond a normal person capability. On the other sight, thrift are usually small local businesses that run businesses and support the
community. Due to the supervision of local authorities, it is much easier to provide fair wages. The views of the good insight brought an
expand to the secondhand market that either in physical or online purchasing environment. The negative drawbacks it has on the environment
has declined consumer consumption and increased the willingness to discontinue their purchasing intention.
Bundle4home named after the acronym of ‘Bundle for home’. The brand name was entitled to portray in consumer view that the
business allocates in selling secondhand items for the ground they are living in. Bundle4home founded by Wan Nur Amiza Binti Wan Adnan
was incorporated in September 2020 and established in November 7,2020. The business owned under Sa Izz Resources Enterprise, is
operating at 51, Jalan Niaga 11, 81900 Kota Tinggi, Johor. It is the first brand and business line that the company has brought to the market,
Bundle4home is offering the secondhand product line from the household items to clothes. The business is fully managed by its founder and
hired two employees with the position of store supervisor and online supervisor respectively.Their mission is to bring the treasure in
secondhand goods from wide range of styles at the most affordable price. Bundle4home emphasizing that everyone can live their day in cosy
and comfort without costing a huge amount of money. Hence, aside from the social class, now all of the people is able to pay for high
quality goods to be worn in their home. Furthermore, Bundle4home is distinguish the secondhand customer experiences by enlighten the
environment in their physical store, they are creating the bright and minimal atmosphere, pleasant smells and enjoyable experience in order
to change the skeptics thought of stuffy and crowded space in every thrift store. That beside the point, the business is objected to encourage
sustainable purchase and expand the larger growth of revenues. As become as new to the market, henceforward they are aiming to make the
brand well known and expand franchises all around the Malaysia.

1.2 BACKGROUND OF THE PROBLEM
The small business sectors involves as an crucial role for the overall economy,typically accounting for the net performance growth
increased of 2.6 percent and 3.5 percent of employment in Malaysia. (DOSM, 2019). The Covid-19 pandemic has presented small businesses
and their owners with unprecedented challenges as demand subsides, the supply chain is disrupted and production is slowed






77