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⬛ 1.0 INTRODUCTION
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. After that the company started to operate online and offline business. When the company
entered the boutique, the company started with a cost of RM 10 000 for buying two units of sewing machines and sewing equipment. Now
the boutique has eight machines with a total cost of RM 50 000 and above. AlQhadhri Exclusive stated to be the first islamic tailoring and
custom made attrires and AlQhadhri Exclusive is your fashion specialist as per their mission and vision. The company stated their objective
is reaching one million orders by 2023.
1.1 Background of The Problem
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. This is so because customers will compare the price of a
particular order with ready-to-wear clothes. The cost of tailored garments is a little expensive because the tailor will sew the dresses according
to the customer's size and wishes. However, custom-made clothing services also have their current competition. For example, some traders
will put the price of service much lower than the current market price. Therefore, businesses that provide tailoring services will have to
overcome the customers’ purchase intention.
1.2 Research Questions
RQ1: Are there any relationship between brand awareness, perceived price, advertisement and store image with purchase intention of
AlQhadri Exclusive?
RQ2: What is the most important factor that influences the purchase intention of AlQhadri Exclusive?
RQ3: Are there differences in demographic profile groups (gender, age, income per month and educational level) towards the purchase
intention of AlQhadri Exclusive?
1.3 Research Objectives
RO1: To examine the relationship between brand awareness, perceived price, advertisement and store image with purchase intention of
AlQhadri Exclusive.
RO2: To investigate the most important factor that influences the purchase intention of AlQhadri Exclusive.
RO3: To explore whether there have differences in demographic profile groups (gender, age, income per month and educational level)
towards the purchase intention of AlQhadri Exclusive
⬛ 2.0 RESEARCH CONTENT AND RESEARCH MODEL
Previous studies and publications on textile crafts as a leisure activity have focused on knitting, quilting, and hand embroidery.
Some (e.g., Collier, 2011) mention stitching, but no specific form of sewing is stated. Sewing and garment making have never been
thoroughly investigated in a single study. Previous research focused on the causes of various types of home sewing from the 1960s through
the 1990s, as well as retrospective research on the impacts and meanings of women's home sewing prior to 1970. Martindale and McKinney
(Martindale & McKinney, 2020). Also, the satisfaction of home sewers with the fit of clothing designs (LaBat, Salusso, & Rhee, 2007),
and the politics of contemporary home sewing in relation to feminism (LaBat, Salusso, & Rhee, 2007). (LaBat, Salusso, & Rhee, 2007).
2016 (Bain).
It has looked into the role of nostalgia in retro sewing (Armstead & McKinney, 2019) as well as home-based sewing enterprises
(Russum, 2019). The majority of study on sewing has focused on motivational changes in home sewing (e.g. Schofield-Tomschin, 1999)
and motivations for garment creation (Martindale, 2017; Martindale & McKinney, 2018a, b, 2020). Academic study on the motives for home
sewing in the twenty-first century is insufficient, according to Martindale and McKinney (2020). The purpose of this study is to use the
narratives of female textile craft producers to explain the reasons for garment sewing as a leisure craft, as well as to elucidate the meanings
behind the practice.
2.1 Purchase Intention
Shah (2012) described the decision-making process that leads to people purchasing a specific brand in a previous study. According
to Morinez (2017), purchase intention is a condition in which consumers are more likely to acquire a specific product under specific
circumstances. Purchase intent is frequently tied to consumer behaviour, perceptions, and attitudes. The price, as well as perceived quality
and value, influence purchasing intentions. During the purchasing process, customers are impacted by both internal and external factors.
(Source: Gogoi, 2013). Before deciding to buy a product, Kotler and Armstrong (2010) identify six stages: awareness, interest,
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preference, persuasion, and purchase. According to Gogoi (2013), customers always want to believe that simple packaging, low pricing,
and unbranded products are a significant risk since the quality of these products is questionable.
2.2 Hypothesis Development
2.2.1 Brand Awareness
Brand recall (Faryabi et al., 2013; Jianlin et al., 2010; Noor et al., 2013; Tih et al., 2013), brand recognition (Choi & Kim, 2013;
Karampour & Ahmadinejad, 2014; Liu, 2013; Manjusha & Segar, 2013), brand image construction (Khan & Rohi, 2013), brand attribute
(Qamar, 2013), and brand personality (Q (Lekprayura, 2012) Because consumers are attempting to obtain a well-known and recognisable
product or service, all of these characteristics play a significant role in their decision to purchase (Keller, 1993; Macdonald & Sharp, 2000).
Consumers can utilize brand awareness to learn about a product category's brands and make purchasing decisions (Percy &
Rossiter, 1992). Brand awareness has a big influence on global smartphone brand decisions, and it used to be the foundation for smartphone
product classifications (Hoyer & Brown, 1990). The quality of the product determines brand recognition (Dodds et al., 1991; Grewal et al.,
1998). Furthermore, (Hoeffler & Keller, 2002) state that the width and depth of brand awareness can be easily identified. When customers
buy a product, the brand name is the first thing that comes to mind, and depth refers to how to get customers to buy it.
H1: To determine if there is a positive relationship between Brand Awareness and Purchase Intention of customers’ adoption in the
sewing garment industry.
2.2.2 Perceived Price
The price that the customer has written down is his or her perceived pricing. Because consumers understand price through
subjective judgments and store it in their minds as "expensive" or "cheap" notions, the perceived price of a product differs from the real
monetary price (Kashyap & Bojanic, 2000). When people check prices online for sports and tourist products and find a truly meaningful
price, the product will be seen as inexpensive rather than expensive, according to the perceived price.
Various people have different viewpoints and beliefs regarding value for money; some may believe that a high price equates to a
high value, while others may believe that it isn't worth it and hence isn't a value for money. Price, according to Kotler and Armstrong (2010),
is the sum of the values that customers exchange in exchange for receiving benefits or using a product or service. Price refers to the smallest
amount of money a client is willing to pay for products and services they consider are worthwhile (Campbell, 1999).
H2: To determine if there is a positive relationship between Perceived Price and Purchase Intention of customers’ adoption in the
sewing garment industry.
2.2.3 Advertisement
Consumers will rely largely on the images and information about the goods shown in a print advertisement to entice them to look
at it more closely and read it further. A nice image(s) in an advertisement can have a great impact since it helps the reader and customers
feel "connected" to the products. Consumers might become more connected to a product by having specific sentiments while viewing it,
such as the product appearing genuine, credible, and real (Brosius, Donsbach & Birk, 1996). According to Garcia and Stark, novel in-text
picture(s) are recognised as (advertisement) content component(s) that are most likely to stimulate curiosity and so persuade readers to
continue reading (1991).
This is in addition to the strategically arranged line of catchy phrases (especially in the headline) that entice people to read on
(Boduch, 2001). As N.W. Ayers, a New York advertising agency, demonstrated in 1938 when it was entrusted with transforming the public
view of diamonds from a "one-time financial investment" to a "symbol of commitment and lifelong love," a strong campaign may change
one's perception (Jhally, 2003). Today, we can see that giving diamonds to loved ones is associated with romantic love perceptions.
H3: To determine if there is a positive relationship between Advertisement and Purchase Intention of customers’ adoption in the
sewing garment industry.
2.2.4 Store Image
Consumers' overall view of a business and their shopping experience there is referred to as "store image." In today's competitive
and expanding retail market, businesses must grasp the picture that consumers have of their store, as well as how that image compares to
an ideal image and to that of competitors. Developing a strong image allows a retailer to stand out by presenting a distinct image (Lockshin
and Kahrimanis, 1998). A positive store image aided the retailer in developing and managing their market position (Nevin and Houston
1980; Samli 1989a; Sannapu and Singh, 2012) by creating a competitive advantage in terms of product, price, or service differentiation
(Wortzel, 1987; Day and Wesley, 1988) that could not easily be replicated by other retailers (Nevin and Houston 1980; Samli 1989a; Sannapu
and Singh, 2012) that could not easily be replicated by other retailers (Rosenbloom 1983). Store image and a clear positioning message
toward the target market, on the other hand, have been shown to boost store loyalty by improving retailers' transaction advantage (Giraldi,
Spinelli, and Merlo, 2003; Gundala, 2010).
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More recently, Gundala (2010) defined shop image as the prominent features of a specific store that customers judged and
contrasted based on the value of each attribute. Apparently, in recent times, various academics have placed a strong emphasis on shop image
in order to comprehend its significance in the current retail business context (Theodoridis and Chatzipanagiotou, 2009; Silva and Giraldi,
2010; Biswal and Sreekumar, 2011; Kumar and Manjunath, 2012; Lin and Liao, 2012).
H4: To determine if there is a positive relationship between Store Image and Purchase Intention of customers’ adoption in the
sewing garment industry.
2.3 Research Framework Model
Figure 1 shows the conceptual framework of this research.
Figure 1: Research Framework
⬛ 3.0 RESEARCH METHODOLOGY
3.1 Measurement
This research design will use a quantitative method. Quantitative methods emphasize objective measurements and the statistical,
mathematical, or numerical analysis of data collected. The data collected through questionnaires, surveys, or by manipulating pre-existing
statistical data using computational techniques. Quantitative research focuses on gathering numerical data and generalizing it between people
or explaining specific phenomena (Babbie, Earl R, 2010). Z Alzayat (2016) that measurable and quantifiable is the quantitative approach
used to collect data.
3.2 Population And Sampling
Gathering objects that have information is known as the population that the researcher is looking for. In general, the population is
selecting the target population relevant to the research problem. The sample represents the total number of components included in the
research study. The following calculations were made to identify the most suitable sample size for the Malaysian population. Referring to
the previous study, Tabachnick and Fidell (2007), a five-to-one ratio determines the minimum measure of the number of variables to be
tested. For example, for this study, this research required 123 respondents according to the number of items.
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⬛ 4.0 FINDINGS AND ANALYSIS
4.1 Data Analysis
The Social Sciences Statistical Package was used to evaluate quantitative data from online and offline surveys (SPSS). The study
was divided into three parts, the first of which was descriptive statistics. The demographic information provided by the respondents was
analysed using the frequencies analysis, and the results indicate what the data is or implies. As a result, summarising in tables aids
comprehension of the descriptive analytical backdrop and data distribution. The data analysis was divided into two parts, the first of which
involved reviewing the measuring model and the second of which entailed building a complete structural equation model (Dhiman et al.,
2019).
The normalcy and reliability tests are measured in the first stage. The skewness and kurtosis tests were used to determine data
normality (the acceptable range for skewing is 1). The inner accuracy of problems involving the Likert scale was assessed using Cronbach's
alpha. The internal stability of the findings is commonly regarded as a range of 0 to 7. (Pallant, 2005). Pearson Correlation Analysis and
Multiple Linear Regression are used in the second step. Positive correlation coefficients show that a variable has a positive link with other
variables, whereas negative correlation coefficients indicate that a variable has a negative relationship with other variables. As a result, if
one variable rises, the other will rise as well..According to Pallant (2007), the strength of the association is determined by the data's coefficient
size. Multiple Linear Regression analysis, which is the most frequent approach for analysing quantitative data, was utilised since it is a very
effective tool for determining which relationships among the variables had the greatest impact and prediction (Ghauri et al., 2020). The R2
indicates how much variance in the dependent variable is explained by the independent variables. The higher the R2, the more variation in
the dependent variable is explained by the independent variables. Multiple Linear Regression is significant when the p-value is less than
0.05. (Lee et al., 2018). The regression's results will reveal the relationship between the independent factors and the continuous, dependent
variables. The statistical approaches utilised are listed in Table 1.
Variable Type
Research Objective Statistical Measure
Independent Variable Dependent
Variable
Brand Awareness,
To examine the relationship between brand awareness, Perceived Price,
perceived price, advertisement and store image with Advertisement, Store Purchase Pearson Correlation
Intention
Analysis
purchase intention of AlQhadri Exclusive.
Image
Brand Awareness,
To investigate the most important factor that influences Perceived Price, Purchase Multiple
the purchase intention of AlQhadri Exclusive. Advertisement, Store Intention Linear Regression
Image
To explore whether there have differences in
demographic profile groups (gender, age, income per Gender, Age, Income Purchase Independent Sample
month and educational level) towards the purchase per Month, Educational Intention T-Test / ANOVA
intention of AlQhadri Exclusive Level Analysis
Table 1: Statistical Techniques
4.2 Respondents Background
Based on the results, it showed that the majority of the respondents are female (77.2%) higher than male (22.8%). Besides, the
findings of the data collection on age illustrate that 21 to 25 year old (86.2%) is the highest followed by 26 to 30 years old (8.1%), 20 years
old and below (2.4%) and category 31 to 35 years old with 36 years old and above have the same percentage (1.6%). Furthermore, in income
per month, the respondents mainly earn income in range RM 1000 and below (72.4%), followed by RM 1001 to RM 2000 (11.4%), RM 2001
to RM 3000 (9.8%), RM 4001 and above (4.9%) and finally followed by RM 3001 to RM 4000 (1.6%). The last item in the demographic
questionnaire is educational level. The results showed the highest is respondents from Degree level (86.2%), followed by
Matric/STPM/Diploma level (7.3%), next followed by Master level (4.9%), SPM and PHD level have the same percentage that are 0.8%.
Demographic Profile Characteristic Frequencies Percentage (%)
Gender Male 28 22.8
Female 95 77.2
Age 20 and below 3 2.4
21 - 25 106 86.2
26 - 30 10 8.1
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31 - 35 2 1.6
36 and above 2 1.6
Income per Month RM 1000 and below 89 72.4
RM 1001 - RM 2000 14 11.4
RM 2001 - RM 3000 12 9.8
RM 3001 - RM 4000 2 1.6
RM 4001 and above 6 4.9
Educational Level SPM 1 0.8
Matric/STPM/Diploma 9 7.3
Degree 106 86.2
Master 6 4.9
PHD 1 0.8
Table 2: Summary of Respondents Demographic
4.3 Independent Sample T-test
On the same continuous, dependent variable, the Independent Sample T-test compares the means of two independent groups. In
this study, the two independent gender groups of male and female were studied along with the dependent variable of Purchase Intention. To
be significant, the p-value must be less than 0.05 (p 0.05).
Results
T-test Sig. (2-tailed) 0.116
Mean Male 4.221
Female 4.364
Table 3: Independent Sample T-test for Gender
Table 3 shows the results of the Independent Sample T-test for gender groups of 123 respondents. It is not significant because the
sig (2-tailed) is 0.116, which is the significant value above 0.05. Purchase intentions in the sewing garment business are not gender-related,
according to the findings. The mean value of the group did not differ significantly between male (4.221) and female (4.364) respondents. It
reveals both genders' purchase intentions, which are willingly based on individual male and female requirements.
4.4 ANOVA One-way Analysis
ANOVA One-way analysis of variance is similar to t-test, although it is used to compare the means of two or more
independent groups and determine if there is any significant difference between them on the same continuous, dependent
variable. In this research, the demographic items that are used to test the variance which is age, income per month, and
educational level that have a different number of groups. Therefore, to appear significant, the significant value must be below
0.05.
Variables Sig. Value Items/Means
Age 0.339 20 years old and 21 to 25 years 26 to 30 years 31 to 35 years 36 years old and
below old old old above
4.33 4.36 4.10 4.50 3.90
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Income per Month 0.123 RM 1000 and RM 1001 - RM RM 2001 - RM RM 3001 - RM RM 4001 and
below 2000 3000 4000 above
4.37 4.36 4.02 4.70 4.23
Educational Level 0.720 SPM Matric/STPM/D Degree Master PHD
iploma
5.00 4.38 4.32 4.30 4.40
Table 4: ANOVA Results for Age, Income per Month and Educational Level with Purchase Intention
The results in table 4 of ANOVA One-way analysis shows that there is no significant difference between age, income per month
and educational level in purchase intention in the sewing garment industry.
4.5 Scale Measurement
4.5.1 Normality Test
The normality test is a summary of data into Skewness and Kurtosis that determines if a sample or group of data came from a
standard normal distribution. The skewness value indicates the symmetry of the distribution. Kurtosis, on the other hand, provides
information on the "peakedness" of the distribution. Hair et al. claim that if the skewness value between -2 to 2 and kurtosis values are
between -3 and 3, the data is suitable for a normal distribution (2016). The normality test findings for all variables are normally distributed,
according to table 5.
Mean Std. Deviation Skewness Kurtosis
Purchase Intention Statistic 4.332 0.478 -0.260 -0.737
Standard Error 0.218 0.433
Brand Awareness Statistic 3.866 0.693 -0.335 -0.098
Standard Error 0.218 0.433
Perceived Price Statistic 4.293 0.591 -0.630 -0.047
Standard Error 0.218 0.433
Advertisement Statistic 4.385 0.503 -0.514 -0.131
Standard Error 0.218 0.433
Store Image Statistic 3.744 0.743 -0.269 -0.060
Standard Error 0.218 0.433
Table 5: Normality Test
4.6 Pearson Correlation Analysis
Pearson Correlation Analysis is used to determine the course of the relationship between the independent variables and the
continuous, dependent variable, which was most likely influenced by it. According to Hair et al. (2010), all of the variables' correlation
coefficients should be less than 0.9, indicating that there is no multicollinearity concern. Positive correlation numbers imply that a variable
has a positive association with other variables, and negative correlation values suggest the opposite. As a result, if one variable rises, the
other will rise as well. Furthermore, the coefficient size is used to specify the outcomes, which range from 0 to 0.2 (Very Weak), 0.21 to
0.40 (Weak), 0.41 to 0.70 (Moderate), 0.71 to 0.90 (High), and 0.91 to 1.00 (Very High).
Brand Awareness Perceived Price Advertisement Store Image
Construct
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Purchase Intention Pearson Correlation .474 .338 .591 .332
Sig. (2-tailed) .000 .000 .000 .000
N 123 123 123 123
Strength of Relationship Positive & Moderate Positive & Weak Positive & Positive & Weak
Moderate
Table 6: Pearson Correlation Analysis
Two of the independent variables (perceived pricing and shop image) revealed a positive and weak link with purchase intention
in the sewing garment business, according to the results of the Pearson Correlation Analysis in Table 4.11. The dependent variable had a
positive and moderate connection with the other two independent variables (brand awareness and advertisement) (purchase intention).
Because the result is less than 0.05, the significant values show that all independent factors were significant towards the dependent variable.
4.7 Multiple Linear Regression
To investigate the linear relationship between independent factors and continuous, dependent variables, use Multiple Linear
Regression. To obtain the results, the variables must be an interval or scale level variable that is regularly distributed in the research. If the
significant value is less than 0.05, the findings should indicate a positive result, indicating that the independent variables have a link with the
dependent variables. The Standardized Coefficients Beta value, on the other hand, is used to discover which independent variables have the
most significant link with the dependent variable.
As shown in Table 7, only two factors were determined to be statistically significant: Brand Awareness ( = 0.286, sig = 0.001) and
Advertisement ( = 0.482, sig = 0.000). Because their significant value is more than 0.05, the other variables reveal that they are not significant
in relation to the continuous, dependent variables. Perceived Price (= -0.010, sig = 0.901) and Store Image (= 0.052, sig = 0.520) are the
variables in question. As a result, Brand Awareness and Advertisement are the most powerful factors influenced by Purchase Intention.
Standardized
Coefficients
Model Beta t Sig.
(Constant) 4.552 0
Brand Awareness 0.286 3.416 0.001
Perceived Price -0.01 -0.124 0.901
Advertisement 0.482 6.037 0.000
Store Image 0.052 0.639 0.524
Dependent Variable: Purchase Intention
Table 7: Multiple Linear Regression - Coefficients
The value of R-square is 0.435, as shown in Table 4.13. The independent variables of Brand Awareness, Perceived Price,
Advertisement, and Store Image contributed 43.5 percent components to Purchase Intention, according to this number. Moreover, another
independent variable that is not assessed in this study contributes an additional 56.5 percent to Purchase Intention.
Std. Error of the
Model R R Square Adjusted R Square Estimate Durbin-Watson
1 .659a 0.435 0.415 0.36566 1.935
Table 8: Multiple Linear Regression - R Square
⬛ 5.0 DISCUSSION AND CONCLUSION
This research aims to determine the purchase intention in the sewing garment industry. The findings obtained in this chapter are addressed
and analyzed to respond to all research questions found in the early stages of the present study (Chapter 1). Research findings have been
summarized in this chapter.
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5.1 Independent Sample T-test and ANOVA Analysis Discussion
In this study, an Independent Sample T-test was used to evaluate the demographic groups of gender, and the results revealed that
there is no significant difference in purchase intention between the groups in the sewing garment business. As a result, it is clear that the
sewing garment sector is not based on gender. The findings are interesting because prior research by Vinnik (2017) showed that gender
groupings have no substantial impact on purchasing intent in the sewing garment sector.
The demographic categories that were tested using ANOVA Analysis revealed that there is no significant difference in age, monthly
income, or educational level. To begin, the significant value groups of age, monthly income, and educational level are all greater than 0.05.
These findings show that Malaysian respondents aged 31 to 35 are more likely to work in the sewing garment business. However, Malaysian
clients' monthly income ranges from RM 3001 to RM 4000, and their educational level ranges from SPM to university.
5.2 Hypothesis Discussion
5.2.1 H1: To determine if there is a positive relationship between Brand Awareness and Purchase Intention of customers’ adoption
in the sewing garment industry.
The results reveal that H1 is acceptable since there is a favourable association between brand awareness and customer purchase
intention in the sewing garment business. The findings (= 0.286, t-value < 3.426, sig = 0.001) show that brand knowledge is positively related
to customers' purchase intent in the sewing garment business. In the sewing garment sector, brand awareness is an essential indicator of
customers' purchasing intentions. As a result, H1 is supported
5.2.2 H2: To determine if there is a positive relationship between Perceived Price and Purchase Intention of customers’ adoption in
the sewing garment industry.
Unexpectedly, the result of H2 is rejected as it shows that there is no positive relationship between perceived price and the purchase
intention of customers’ adoption in the sewing garment industry. Perceived price results (β = -0.010, t-value = -0.124, sig = 0.901)
stipulate that there is no relationship towards the purchase intention of customers’ adoption in the sewing garment industry. In other words,
perceived price is the least influential factor on the purchase intention of customers’ adoption in the sewing garment industry. Hence, H2 is
not supported.
5.2.3 H3: To determine if there is a positive relationship between Advertisement and Purchase Intention of customers’ adoption in
the sewing garment industry.
Based on the previous chapter, H3 is accepted because the result of the advertisement exemplifies that there is a positive
relationship towards the purchase intention of customers’ adoption in the sewing garment industry. The finding (β = 0.482, t-value = 6.037,
sig = 0.000) shows that the advertisement does positively correlate with the purchase intention of customers’ adoption in the sewing garment
industry. This finding indicates that the interactive advertising, discount and promotion through media social of users’ does have a strong
influence on customers’ purchase intention to adopt in the sewing garment industry. In conclusion, advertisement does affect the purchase
intention of customers’ adoption in the sewing garment industry. Thus, H3 is supported.
5.2.4 H4: To determine if there is a positive relationship between Store Image and Purchase Intention of customers’ adoption in the
sewing garment industry.
Result confirms that H4 is rejected where store image does not have a positive relationship towards the purchase intention of
customers’ adoption in the sewing garment industry.. Consequently, the results (β = 0.052, t-value = 0.639, sig = 0.524) specify that store
image does not influence the relationship between the purchase intention of customers’ adoption in the sewing garment industry. In short,
store image is not a major factor in the purchase intention of customers’ adoption in the sewing garment industry. Therefore, H4 is not
supported
5.3 Limitation and Recommendation of the Research
This study is hampered by a number of flaws that are unavoidable. Some ideas may be useful for future improvement and achieving
better study outcomes based on the constraints that present in this research. Firstly, because the study is cross-sectional, it is impossible to
demonstrate changes in respondents' purchasing intentions over time. The data was gathered over a specific period of time in order to analyse
the relationship between the independent and dependent variables. However, in the sewing garment sector, the independent variables
influencing purchasing intention can change over time. As a result, it is suggested that a longitudinal method be utilised to collect data and
assess improvements in responders over time. Because data collecting takes longer and the sequence of variables is often better investigated,
the longitudinal approach is easier (Lee et al., 2018).
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Second, the type of data collection used in this study was a survey questionnaire. This structured questionnaire, especially for
closed-ended questions, gives data that may be objectively evaluated for patterns and trends. The respondents' comprehension and responses
to the questionnaires have an impact on data accuracy and reliability. Besides, researchers should consider the related question about the
research topic in demographic information about the respondents. This will help the researchers to analyze the questionnaire in chapter 4.
Last but not least, the majority of the respondents were between the ages of 21 and 25, indicating that this study does not represent the entire
Malaysian population. The respondents are mostly university students who may be asked to answer a question about external validity. As a
result, the outcome's generalizability is limited for these reasons. Furthermore, future research should include respondents of various age
groups to further understand the adoption in the sewing garment industry in different cultural contexts. For instance, the questionnaires
should be shared or exposed to various ages of friends, family, or colleagues. So that the findings will be more representative and accurate.
5.4 Conclusion
Customers' purchase intentions in the sewing garment sector were researched, as well as the primary characteristics that influenced
adoption purchase intentions in Malaysia. It has become a significant reference point for societies, as modern cultures have a better
understanding of the factors that influence their interest in the sewing garment sector. The study's key variables appeared to have influenced
people's intentions to buy the sewing garment in large quantities.
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SOCIAL MEDIA COMMUNICATION STRATEGIES TO ENHANCE BRAND
PASSION AND PURCHASE INTENTION OF PRO BAKERS ENTERPRISE
NOVIANI BINTI IBRAHIM, 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
1.0 INTRODUCTION
The Covid-19 pandemic has changed the way how people function in their everyday lives. Almost all countries in the world impose
stay-at-home and self-isolation mandates to their people as initiatives to prevent the spreading of the Covid-19. For instance, New
Straits Time reported that Malaysians had been encouraged to self-lockdown proactively after the daily cases of Covid-19 within
the country taken off (Ismail, 2021). Staying at home is important to lessen the risk of the airborne transmission of Covid-19 from
an infected person to a non-infected person by getting rid of human contact with the public (Morawska et al., 2020).
Furthermore, many countries imposed temporary closures to non-essential services like retail stores and shopping centres
to restrict the free movement of people and slow the spread of Covid-19 (Tighe, 2021). The orders by the government have
restrained the economy to function normally and impacted the retail industry greatly. According to Organization for Economic Co-
operation and Development (OECD), the sales of clothing retailers declined by 89.3% in April 2020. Another instance for worst
case, more than 75% of small businesses within the hospitality sector may not revive after the pandemic in the United States (USA)
and Europe (Goger & Loh, 2020). In Malaysia, at least 51,000 more retail shops might be shut down soon because of the Covid-
19 pandemic (Kamel, 2021). Meanwhile, some businesses such as grocery stores remain in good condition and have witnessed
growth because the businesses ae providing essential services and consumers were stocking up on goods and supplies (Tighe, 2021).
Clearly, in the wake of Covid-19 pandemic, some retailers managed to thrive, while others could barely survive.
Due to the Covid-19 pandemic, retailing environment and consumer behavior have changed. Since majority of people
are forced to stay at their home following the law implemented by the government as an effort to reduce the spread of Covid-19,
thus, the usage of the Internet and social media are increasing. Globally, over 4.5 billion of people are using the Internet in early
2020, an increase of 7% from January 2019, while active social media users are over 3.8 billion people, an increase of 9% from
2019 (Kemp, 2020). As more people spend time on the Internet and social media, the number of consumers who turn to the Internet
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and social media as medium to purchase goods and services are also increasing. From the survey made by Digital Commerce 360
(2020), majority of respondents (82%) stated that social media is the most frequent channel they used to get information about a
brand and products. 29% of the respondents stated that most of the purchases they made were after they find out about the products
from social media. Whereas 66% of respondents agreed that social media plays a key role in influencing their decision to consider
a brand, and over half of respondents (62%) agreed that the presence of social media affects their decision to purchase from a brand.
Therefore, majority of bricks-and-mortar retailers have established their online shopping facility because Covid-19 has forced them
to switch their business model to online shopping platform (Ganesan, 2021).
In Malaysia, more than half small businesses (61.3%) use social media to promote their business to potential customers
due to Covid-19 (Digital News Asia, 2021). This is because social media is one of the most powerful and fast ways to build brands,
and it works as a communications medium to reach wider audiences (Arora & Sharma, 2013). Hence, social media communication
is very important in the current situation as this is the opportunity for retailers and marketers to increase their brand awareness and
at the same time stimulate the purchase intention into consumers’ mind.
In general, social media communication is divided into firm-created and user-generated social media communication.
Firm-created content is a form of communication whereby businesses create and control content and conversations on social media
such as posting advertisement banners (Schivinski & Dabrowski, 2015). Firm-created social media communication is important
for today’s business as it generates higher awareness or consumers association to the brand (Hermaren & Achyar, 2018). Meanwhile,
user-generated content refers to content created by the people but not a professional marketer (Negoro & Alif, 2020). According to
Bashir, Ayub, and Jalees (2017), user-generated content is useful for marketers as the marketing cost can be reduced by using
valuable contents created by loyal customers. Both social media communication are beneficial in developing the brand awareness
(Negoro & Alif, 2020). For instance, marketers can attract more people to visit their page by creating interesting and engaging
content, which in turn, the content can influence the consumers to give reviews and feedback. When the social media communication
is used efficiently and effectively, brand can develop the passion in the mind of social media users, and further encourage them for
purchase intention towards the brand (Mukherjee, 2020).
Sajid (2016) stated that the combination of marketing strategies can reach widest audiences. In this case, Lee, Hosanagar,
and Nair (2014) suggested that businesses could use a mix of informative and entertaining contents to enhance customer
engagement and reach to more potential customers. Further, the exposure to the social media communication will be able to
influence consumer purchase decision (Xie & Lee, 2015). Evidently, brand passion has positive impacts on consumer purchase
intention, word-of-mouth, brand engagement, and brand loyalty (Gilal et al., 2021). Additionally, social media is the most cost-
effective marketing medium because businesses do not have to spend much money to advertise their product or service, unlike
traditional marketing whereby they need to spend on printed media (Hassan, Nadzim, & Shiratuddin, 2015). Social media marketing
is very useful for many new small businesses such as Pro Bakers to create more active and thoughtful interactions with their target
market.
1.1 Case Description and Problem Statement
Pro Bakers Enterprise is a new baking supply store, selling mainly bakery ingredients and tools. The business was started in early
February 2021 and the store is located in Kulai, Johor. The store is currently managed by Madam Lim Siew Leng and Helen Yong
as assistant. Pro Bakers’ customers include buyers who buy for home and business use, but mostly for home use. Pro Bakers’ main
target market include home bakers, businesses like bakery shop or selling bakery products, and the local community who stay at
Bandar Putra and Kulai area. Pro Bakers emphasize on tidiness, products with fair price, passion in introducing correct products to
meet customer’s requirements and learn together with their customers in exchanging baking ideas. Pro Bakers aims to generate
stable income, gain more attention from the local community, and supply the best quality bakery ingredients with fair price.
The main issue faced by Pro Bakers is low in purchase intention from their customers due to limited contents posted on
their social media. Social media communication is a way companies share valuable contents through various images or videos
consistently with the purpose to gain profitable customer movement (Świeczak, 2012). If a brand constantly posts similar format
of contents, consumers will get uninterested and finally disengage themselves from the brand, which will lower the consumer
passion towards the brand and purchase intention (Wong & Yazdanifard, 2015). Gümüş (2017) also revealed that when a brand has
low content creation resources and limited variety in types of content, then, the brand will not be able to increase its customer
loyalty and customer retention.
Moreover, Pro Bakers has no fixed schedule posts on their social media. For instance, they are not consistent in sharing
their contents. Most contents were posted once a week and twice a week. According to Petruca (2016), marketers are suggested to
post every day on social media consistently to grow their business. To make sure a business can fully utilize the benefits of social
media and further incite the purchase intention in the mind of consumers, optimal scheduling of social media posts such as timing
of the posts, how often a business should post, and what kind of content should a business posts are also important (Kanuri, Chen,
& Sridhar, 2018). Furthermore, the marketing ideas of Pro Bakers are limited, and they do not have an efficient marketing strategy
that follow on-trend with today’s world. According to Gümüş (2017), the lack of effective content marketing strategies will stop a
brand from increasing its potential consumers. As highlighted by Wong and Yazdanifard (2015), businesses must have effective
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content marketing strategies to follow the current trend to meet consumers’ needs. Hence, this study aims to examine whether the
firm-created social media communication and user-generated social media communication have statistically significant influence
on brand passion, which further increase consumers’ purchase intention of bakery ingredients and tools.
There are some useful tips for Pro Bakers to stimulate its brand passion and purchase intention by generating various
quality content including videos to show what they can do with the materials promoted as well as baking tips and tricks. If consumers
are interested with the contents by a brand, they will actively get involved in the brand activities, and eventually tempted to purchase
from the brand (Ansari et al., 2019). Additionally, Pro Bakers should utilize the Facebook stories to share their contents in connecting
with their audiences and consumers. A survey by Facebook for Business (2018) indicated that 69% of respondents agreed that story
is a great way for people to learn about new products or services. On the other hand, 62% of respondents agreed that they have
become more interested in a brand or product after viewing its stories. Pro Bakers needs to be active on the social media platform
and post contents consistently by setting a posting schedule so that they can grow their social media audiences (Kanuri et al., 2018)
and consequently strengthen their brand. Before implementing the proposed social media communication strategies, this study aims
to investigate what are the factors to drive the purchase intention of bakery ingredients and tools. Lastly, the effectiveness of the
proposed social media communication strategies is measured by observing the increment of brand passion and purchase intention
of bakery ingredients and tools provided by Pro Bakers Enterprise.
1.3 Research Objectives
This study has listed the below three main objectives:
RO1: To examine the factors to drive purchase intention of bakery ingredients and tools.
RO2: To investigate what social media communication strategies can be used to increase the brand passion and purchase intention
of bakery ingredients and tools provided by Pro Bakers Enterprise.
RO3: To investigate the effectiveness of the social media communication strategies to increase the brand passion and purchase
intention of bakery ingredients and tools provided by Pro Bakers Enterprise.
2.0 LITERATURE REVIEW
2.1 Purchase Intention
Purchase intention is defined as the preference of a consumer to purchase a product or service after evaluation (Younus, Rasheed,
& Zia, 2015). Meanwhile, Shah et al. (2012) defined purchase intention as a kind of decision on why a customer purchases a brand
specifically. On the other hand, Huang et al. (2011) highlighted that the purchase intention refers to the possibility of a consumer
plans or will buy a certain brand in the future. In short, all past researchers share the similar perspective on purchase intention.
According to Irshad, Ahmad, and Malik (2020), the factors that positively affect consumers’ purchase intention are
remuneration, social, and empowerment motivation. Remuneration motivation describes the desire of consumers to gain rewards
and benefits such as free coupons, free samples, and promotional deals (Ge & Gretzel, 2018). Irshad et al. (2020) revealed that
when retailers present on social media to satisfy the remuneration needs of consumers, the trust between the retailers and consumer
will be built and the consumers’ purchase intention will be aroused.
Meanwhile, social motivation is related to peer influence or user-generated social media communication. With the
appearance of social media, people can share or search product or store information from reading opinions of their peers to assess
the trustworthiness of online contents (Hilverda, Kuttschreuter, & Giebels, 2017). In fact, Irshad et al. (2020) found that when
consumers get positive review from peers about retailers on social media, the purchase intention of the consumer will increase as
most people are convinced by the reviews of other people and their peers. Zhu et al. (2020) also highlighted that the perceived
information quality of positive online reviews has notable effect on trust, satisfaction, and purchase intention. This means that the
positive quality feedback from existing consumers of a brand in social media will stimulate potential customers’ trust and purchase
intention.
Next, empowerment motivation is about individuals make use of social media to implement their power on an
organization or other individuals (Vale & Fernandes, 2018). For instance, consumers can give ideas and feedback for product, or
anything related to a particular store. By collecting all the consumers’ responses, retailers can improve their product and service.
Furthermore, consumers will feel appreciated when their opinions are considered by the retailers. Hence, it is important for retailers
to consider the consumers’ suggestions about their products and services to build trust and increase consumers’ purchase intention
(Irshad et al., 2020). In the context of social media marketing, purchase intention is influenced by brand passion, while brand
passion is influenced by firm-created social media communication and user-generated social media communication (Mukherjee,
2020).
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On the other hand, See-To and Ho (2014) discovered that electronic information or firm-created social media
communication has significant effect on the purchase intention of individual consumers in social networking sites as it will allow
audiences or consumers to gain a better understanding of a certain product. According to Tariq et al. (2013), purchase intention
triggers consumers’ intention to purchase a product again after they feel satisfied with their previous purchase from a specific brand,
which in turns develops the brand passion.
Purchase intention is an important aspect to be investigated to determine whether the product or service meets customer
expectation as well as to ensure a long-term success of an organization and compete with the other businesses in a competitive
environment (Xiao, Yang, & Iqbal, 2019). Thus, it is important to investigate the factors that affect purchase intention of bakery
ingredients and tools of Pro Baker Enterprise.
2.2 Social Media Communication
Baruah (2012) defined social media as the utilization of web-based and mobile technologies in turning communication into an
interactive discourse. With the world changing now, social media is used vastly for communication purpose. In the context of
business, social media is a way for marketers to communicate with their consumers. Brodie et al. (2011) stated that businesses must
engage with consumers to increase positive perceptions of their products, spread information, and exchange knowledge.
Additionally, social media platforms allow users to interact with other social media users, as well as exchange contents they have
created themselves and information related to other brands (Duffet, 2017).
Venkateswaran, Ugalde, and Gutierrez (2019) had listed a few advantages of social media communication for a business
such as lower marketing cost, effective audience targeting, increased visibility on the Internet, instant feedback from consumers’
perspective, and efficient communication with consumers. Social media also open an opportunity for businesses to reach new
consumers as there is widespread use of the communication channel (Polańska, 2014). This means that social media communication
plays an important role as a medium for online users to discover, learn, and share information related to brand and new product or
service. Social media communication also acts as a key for lifelong relationship with their consumers, increase brand awareness,
understand customers’ needs, and improve decision-making (correia et al., 2014). There are two types of social media
communication, which are firm-created and user-generated social media communication.
2.2.1 Firm-created Social Media Communication
Firm-created content (FCC) is a content created and managed professionally by the marketing team of a brand (Colicev, Kumar, &
O’Connor, 2019). Mukherjee (2020) defined FCC as a content in social media which created by marketers. It is a type of marketing
communication started by a company in its official social networking sites with aims to create relationships with its consumers
(Baker, Donthu, & Kumar, 2016). Examples of FCC include the banner advertisements on social media platform advertising latest
deals and videos related to product or about new product launches.
Poulis, Rizomyliotis, and Konstantoulaki (2019) stated that FCC is important for business in developing, maintaining,
and boosting their relationships with their consumers. It is also important as it contributes to sales and profits (de Vries, Gensler,
& Leeflang, 2012) as well as increases the brand awareness (Rodriguez, Peterson, & Krishnan, 2012). Firm-created social media
communication is a way for marketers to engage with their consumers, distribute information, and learn from and about their
audiences (Brodie et al., 2011). FCC is also a way a brand communicates how it can add values to the target audience’s lives. Thus,
FCC becomes a crucial part of branding function as it can strengthen a brand’s image and build trust (Tunçel & Yılmaz, 2020).
2.2.2 User-generated Social Media Communication
According to Colicev et al. (2019), user-generated content (UGC) is a content created by users on social media platform such as
comments, shares, and likes on brand posts as well as user posts on brand pages. Mukherjee (2020) similarly explained that UGC
is generally conversations associated with a product which brought by users on various social networking sites namely Facebook
pages. Users in the context of UGC is individuals who are not working for corporate bodies (Adetunji, Sabrina, & Sobhi, 2017).
Some of the examples of UGC are user posts on the page of a brand, engagement of users with brand posts through liking,
commenting, and sharing, as well as stories created users about the brand (Colicev et al., 2019). The contents by users on the
Internet can be utilized to understand more about their preferences, needs, and latest trends in order to improve the quality of service
or products of a brand.
UGC is advantageous for business because the content can disseminate quickly and easily among consumers and
consumers and brands can be exposed to each other’s contents via different social media channels (Tunçel & Yılmaz, 2020). With
UGC, consumers can obtain information about the quality of product or service (Sadek, Elwy, & Eldallal, 2018) as social media is
a place where people can interact, take part, and share their view on certain product or service after consumption. UGC is also
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important in helping brands to create a sense of authenticity as people nowadays depend on the reviews of past consumers of the
brands before making the decision to purchase product or service as advertised (Agarwal, 2020).
2.3 Brand Passion
Brand passion indicates the customer’s earnest feeling for a certain brand (Mukherjee, 2020). Bauer, Heinrich, and Martin (2007)
interpreted brand passion as a basically affective and positive behavior towards a particular brand which can cause emotional
attachment and affect important behavioral variables such as the willingness of a consumer to spread positively about a certain
brand or make further purchase intention. Pourazad, Stocchi, and Pare (2020) also explained that brand passion is a strong emotional
attachment that leads consumers to include the brand in their identity, desire and fondness.
In most cases, brand passion is stronger when the relationship between a consumer and a brand is at an early phase of
development (Ahuvia, Batra, & Bagozzi, 2009). Therefore, building brand passion is important for retailers because it promotes
long-lasting brand loyalty (Mostafa & Kasamani, 2021). Batra, Ahuvia, and Bagozzi (2012) also noted that passion is the key
element of the emotional connection between a brand and a consumer that may translate into loyalty. When customers have passion
connected with a brand, they become personally invested in the brand by willingly advocate the brand, pay premium price, follow
closely their social media, and develop stronger sense of community (Pourazad, Stocchi, & Pare, 2020). The behaviors are
summarized as attitudinal brand loyalty, a long-term and emotional dedication to a brand (Appiah, Ozuem, & Howell, 2016).
Therefore, brand passion is vital for business because it has considerable influence on the willingness of consumers to keep a long-
term relationship with the brand (Albert, Merunka, & Valette-Florence, 2013).
2.4 Hypotheses Development
2.4.1 Firm-created and User-generated Social Media Communication
When a company communicates more through their social media platform like Facebook by posting more and variety of contents
in its official brand page to reach wider audiences, the user engagement with the brand will increases (Ceballos, Crespo, & Cousté,
2016). This is proven by the finding of De Vries et al. (2012) where vivid and interactive post by brands enhances the number of
likes and comments. It can be deduced that people are more interested when a brand posts content that stimulates multiple senses
such as video or interactive posts which contain questions such as asking how the audiences feel about the brand’s product or
service. Additionally, Moreno-Munoz et al. (2016) noted that effective use of social media communication can encourage consumer
discussion and participation. A survey conducted by Ramzan and Syed (2018) also revealed that content marketing (firm-created
social media communication) is important in developing consumer engagement and consequently encourages consumers to share
the content. In short, there are positive relationship between the firm-created and user-generated social media communication.
Hence, the following hypothesis is proposed:
H1: Firm-created social media communication has a statistically significant impact on generation of user-generated social media
communication.
2.4.2 Firm-created Social Media Communication and Brand Passion
In order for consumers to generate the passions for a brand, it is necessary for marketers or retailers to develop a long-term
relationship between consumers and brand using social media communication (Mukherjee, 2020). This relationship can be built by
developing and distributing appealing and valuable content on social media platform to attract target audience (Du Plessis, 2017).
A few evidence was found to prove that the firm-created social media communication positively influences the brand passion. For
instances, Khalid (2016) revealed that the firm-created social media communication encourages brand trust, brand loyalty and
brand passion. Similarly, Hermaren and Achyar (2018) indicated that the firm-created content is positively related to brand loyalty,
and eventually brand passion. According to Ismail (2017), social media communication created by brand is a key driver of brand
loyalty, which is associated with brand passion since followers of a brand on social media tend to commit to the brand. Hence, the
hypothesis is proposed:
H2: There is a statistically significant impact of firm-created social media communication on brand passion.
2.4.3 User-generated Social Media Communication on Brand Passion
When online consumers actively engage with the business activity, they may willingly create content or spread positive word-of-
mouth about the brand, and consequently influence the passion of other consumers towards a brand. Shen and Bisell (2013) found
that businesses emphasizing on enhancing consumer engagement on social media can improve their brand awareness and image,
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which in turn boost the brand loyalty and brand passion. According to Fischer and Reuber (2011), consumers feel the social
satisfaction or brand passion when they go through the user-generated content, and it notably impacts their behavioral responses.
Consumers feel the pleasure with user-generated content on social media platform because they can participate and get involved in
sharing their passion for a brand with other consumers who share the similar interest (Habibi et al., 2014) and produce the sense of
community among them. In addition, user-generated content has become a major element in creating emotional responses that
eventually affected the consumer decision making (Arif, Aslam, & Siddiqui, 2020). That is why consumers can feel the passion
when they review the user-generated content. Furthermore, brand trust is one of the factors that positively influences brand passion
(Ghorbanzadeh, Saeednia, & Rahehagh, 2020). To conclude, user-generated content is able to positively influence brand trust and
brand passion (Demba et al., 2019). Thus, the below hypothesis is proposed:
H3: There is a statistically significant impact of user-generated social media communication on brand passion.
2.4.4 Brand Passion and Purchase Intention
The main purpose of marketing communication is to stimulate purchase intention. Gilal et al. (2019) revealed that a brand will
likely witness improvement in consumer behavior outcomes when the brand can create emotional bonds with their consumers,
which is brand passion. Albrecht et al. (2011) illustrated that the emotional connection of consumers with a brand causes a higher
possibility of repeatedly purchasing the same brand or higher intention to purchase the brand regularly. This shows that building
brand passion can increase the chances that existing consumers will keep buying from the brand or the consumers will try out other
products from the brand although the price might be higher. Empirical studies by Loureiro et al. (2017) and Herrando et al. (2017)
indicated that consumers’ passion towards a brand positively affect their intention to recommend the advertised brand to others.
Hemsley-Brown and Alnawas (2016) found that brand passion notably improves consumer engagement, social network support,
and price insensitivity. Based on the above discussion, brand passion can seemingly influence consumer purchase intention
positively. Therefore, this study hypothesizes that:
H4: Brand passion has a statistically significant impact on purchase intention.
2.5 Research Framework
Firm-created social
media
communication H2
H4
H1 Brand passion Purchase intention
User-generated
social media H3
communication
Figure 1: Research Framework
The framework in Figure 1 was adopted from “Social media marketing and customers’ passion for brands” by Mukherjee (2020)
who emphasized the firm-created social media communication and user-generated social media communication can effectively
cause the passion for the advertised brand and eventually create a purchase intention in the mind of audiences.
3.0 RESEARCH METHODOLOGY
3.1 Research Design
Research design refers to the comprehensive plan to connect the conceptual research problems to the relevant and achievable
empirical research (Asenahabi, 2019). According to Creswell (2014), research design an investigation that develops specific
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direction procedures for research. On the other hand, Rahi (2017) defined research design as a process gathering and interpreting
data with clear objectives. It is important to develop a research design for a study because it helps to hold the research project
together with an organized plan on how all parts of the research from samples to methods can be used to execute the research work
to address the research questions (Jongbo, 2014).
There are two broad types of research design, namely exploratory and conclusive. Exploratory research design focuses
on answering questions or addressing phenomenon (Singh, 2021) to provide insights and understanding of the problem in a study.
The research process of exploratory research is flexible, unstructured, and the data analysis conducted in this research is qualitative.
Meanwhile, conclusive research design examines specific hypothesis and relationships amongst variables to generate findings that
are useful for reaching conclusions and decision-making (Dudovskiy, 2018). The research process for conclusive research is formal
and structured, and the data analysis conducted in this research is quantitative.
On the other hand, the conclusive research design can be classified into descriptive research and causal research.
According to Dudovskiy (2018), descriptive research is used in describing functions or characteristics of phenomenon and can be
further divided into cross-sectional design and longitudinal design, while causal research is used in investigating the cause and
effect of relationships. In cross-sectional design, researcher collects data from any given sample of population elements only once,
while in longitudinal design, researcher measures a fixed sample of population elements repeatedly on the same variables (Peterson,
Canady, & Duncan, 2012). Hence, this study employs conclusive research design that includes descriptive research and cross-
sectional design to study the relationship between firm-created social media communication, user-generated social media
communication, brand passion, and purchase intention of bakery ingredients and tools.
3.2 Population and Sampling
In general, population is defined as the set or group of all the units on which the outcomes of the research will be applied (Shukla,
2020). Meanwhile, target population refers to a group of individuals that the intervention aimed to carry out research and draw
conclusions from (Barnsbee et al., 2018). The target population of this study is the Facebook users who have intention to buy baking
ingredients and tools. Sampling refers to the process of selecting statistically sample of individuals that represent the population of
interest (Majid, 2018). Memon et al. (2020) suggested that a carefully selected sample of 150 and above is more meaningful
compared to a blindly selected large sample of 300 and above. Thus, the study adopts a sample size of 150. Furthermore, this study
uses non-probability sampling technique, specifically judgmental sampling to collect data from Facebook users who have intention
to purchase baking ingredients and tools.
3.3 Research Instrument
As the study uses quantitative approach, questionnaire instrument is adopted to gather the primary data from the online respondents
using Google Form. The questionnaire consists of five sections, which are section A, B, C, D, and E. Section A includes questions
related to the demographic profiles of respondents such as age, gender, and income level. On the other hand, section B contains
four measurement items about firm-created social media communication. Next, section C also contains four measurement items
about user-generated social media communication. After that, section D contains four measurement items about brand passion.
Lastly, section E contains three measurement items about the purchase intention of consumers. The set of questionnaires requires
the respondents to tick from the given selection.
All the measurement items of section B, C, D, and E are adopted from Mukherjee (2020). The measurement items were
created to investigate the effectiveness of social media marketing on customers’ passion for brands and finally develop purchase
intention the mind of consumers. 5-point Likert scale is used in section B, C, D, and E in determining the strength of the answer
with levels of agreement from “strongly agree”, “agree”, “neutral”, “disagree”, and “strongly disagree”. After all the data are
collected and Statistical Package for the Social Sciences (SPSS) is used to screen, process, and analyze the data.
4.0 DATA ANALYSIS
4.1 Profile of Respondents
The Google Form surveys were distributed to Facebook users who have the intention to purchase baking ingredients and tools. The
total number of respondents selected and qualified in conducting the survey was 150 people. From the responses collected in Google
Form, the survey was mostly answered by female with a total of 76.7% (n=115), respondents at the age of 24 years old and below
with a total of 68.7% (n=103), with degree as their highest educational level with a total of 70.0% (n=105), full-time students with
a total of 62.0% (n=93), and income of RM1,200 and below with a total of 66.7% (n=100). More than half of the respondents spent
more time on social media daily. For instance, 41.3% (n=62) respondents used social media 3 to 4 hours daily, while 34.7% (n=52)
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respondents used social media 5 hours or more daily. Based on the survey, 88.0% of the respondents (n=132) bought baking
supplies for their personal use, while 12.0% of the respondents (n=18) bought baking supplies for their business.
4.2 Normality Test
According to Mishra et al. (2019), normality test is an important step to determine the measures of central tendency and statistical
methods for data analysis. Razali and Yap (2011) explained the importance of normal distribution as an underlying assumption of
statistical methods. Razali and Yap (2011) explained that if the assumption of normality is violated, interpretation and deduction
may be invalid and unreliable. Normality can be tested using Statistical Package for the Social Sciences (SPSS). Statistically,
skewness and kurtosis are used to test for normality (Ghasemi & Zalhediasl, 2012). Skewness is used to measure the asymmetry,
while kurtosis is used to measure the pointiness of a distribution (Kim, 2013). Skewness value of zero is usually implying symmetric
distribution. Negative value will generate a left-skewed while positive value will generate a right-skewed graph. The data is deemed
as normal if skewness ranges from -2 to +2 and kurtosis ranges from -7 to +7 (Hair et al., 2019). Figure 2, 3, 4, and 5 show the
values of skewness and kurtosis of firm-created and user-generated social media communication, brand passion, and purchase
intention.
Figure 2: Skewness and Kurtosis of FCC Figure 3: Skewness and Kurtosis of UGC
Figure 4: Skewness and Kurtosis of Brand Passion Figure 5: Skewness and Kurtosis of Purchase Intention
Based on the conducted normality test, the skewness for all firm-created and user-generated social media communication, brand
passion, and purchase intention falls between the range -2 to +2. Meanwhile, the kurtosis for all the variables is also between the
range of -7 to +7. This means the data of firm-created and user-generated social media communication, brand passion, and purchase
intention are normally distributed.
4.3 Reliability Test
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measure as well as explains the relationship between the number of questions, issues, or tasks in the test and the score reliability
(Livingston, 2018). Generally, the accepted rule is Cronbach Alpha of 0.6 to 0.7, indicating an acceptable of reliability level, while
0.8 and above indicates a very good level (Ursachi, Horodnic, & Zait, 2015).
Results from the reliability test shows that firm-created social media communication, user-generated social media
communication, and purchase intention shows a very good reliable level as their Cronbach’s Alpha value are more than 0.8, which
are 0.876, 0.870, and 0.836 respectively. On the other hand, brand passion (0.767) is considered as an acceptable reliability level.
In short, all variables are reliable for this study.
4.4 Regression Analysis
Regression analysis is a statistical procedure which allows researchers to investigate the relationship between one dependent
variable and two or more independent variables (Salkind, 2011). Regression analysis can be divided to linear and multiple
regression analysis. Linear regression is the simplest form of regression analysis which measures the relationship between two
variables (Kumari & Yadav, 2018). Meanwhile, multiple regression indicates there are more than one independent variables
involved with one dependent variable (Uyanık & Güler, 2013).
The estimates developed by regression analysis are known as coefficients (Petchko, 2018). As a part of the regression
analysis process, several assumptions are reviewed and tested to ensure that researchers can obtain a valid result (Hair et al., 2019).
According to Petchko (2018), the statistical significance for each coefficient is decided by comparing the significance probability
or p-value. The most commonly used level of significance is 5% (0.05). Hence, the coefficient is interpreted as being statistically
significant if the p-value is smaller than the level of significance. Meanwhile, if the p-value is greater, the coefficient is interpreted
as being not significant. A linear regression analysis was conducted in this study to investigate the relationships between firm-
created with user-generated social media communication and brand passion with purchase intention of baking products, while a
multiple regression analysis was conducted to investigate the relationships between firm-created and user-generated social media
communication and brand passion.
Table 1: Hypothesis-testing Results
Hypotheses P-value T-value Test results
H1: Firm-created social media communication → user-generated social media 0.000 10.941 Supported
communication.
H2: Firm-created social media communication → brand passion. 0.000 4.258 Supported
H3: User-generated social media communication → brand passion. 0.138 1.490 Not supported
H4: Brand passion → purchase intention. 0.000 11.514 Supported
Note: Significant at p < 0.05
Table 1 shows the result for the regression analysis of the hypotheses in the study. From the regression analysis of Hypothesis 1,
the p-value for firm-created social media communication is 0.000, which is significant at a = 0.05. This means that the firm-created
social media communication has indeed a statistically significant impact on generation of user-generated social media
communication.
Furthermore, from the regression analysis of Hypothesis 2, the p-value for firm-created social media communication is
0.000, which is significant at a = 0.05. This means that the firm-created social media communication has a statistically significant
and positive impact on brand passion. Meanwhile, regression analysis of Hypothesis 3 shows that the p-value for user-generated
social media communication is 0.138, which is higher than 0.05. This means that there is not statistically impact of user-generated
social media communication on brand passion. Thus, H3 is not supported.
Finally, regression analysis of Hypothesis 4 shows that the p-value for brand passion is 0.000, which is significant at a =
0.05. This means that the brand passion has indeed a statistically impact on purchase intention. Overall, only one hypothesis, which
is the relationship between user-generated social media communication and brand passion is not supported, while other hypotheses
(H1, H2 and H4) are supported.
4.5 Intervention for Pro Bakers Enterprise and Results of Intervention
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Figure 6 shows the social media communication strategies implemented to Pro Bakers Enterprise. Figure, 7, 8, 9, and 10 shows the
contents created for Pro Bakers Enterprise in two months from September to October 2021. Figure 7 illustrates the recipe of honey
wheat muffin with no sugar in the post caption by highlighted the list of ingredients using an image of the muffin. In addition, Figure
8 shows a poster with some suggestions on what can be made from the ingredients provided by Pro Bakers Enterprise –
marshmallows such as toasted marshmallow, campfire style with Nutella, brownies with marshmallow, and marshmallows popcorn.
Additionally, Figure 9 shows a poster of tips on how to measure the ingredients accurately. Lastly, Figure 10 shows Malaysia Day
greetings from Pro Bakers Enterprise and reminded the audiences about their open business hour.
Observed Pro Bakers Enterprise's Facebook page posting, obtained content inspiration
from other baking supplies Facebook pages and the Internet, listed out the content ideas,
and finalized the strategies
Published at least one post and story every day
Pinned post introducing Pro Bakers Enterprise at the Facebook page
Used video to promote Pro Bakers Enterprise and its products
st October 2021
Added photos of Pro Bakers Enterprise’s store in Google Maps
September – 31
Changed copywriting style to more customer friendly
st
1
Shared various and related contents (recipe, baking tips, baking ideas and product
functions), holiday greetings and store tour
Used relevant hashtags for every post
Posted thought-provoking questions to develop engagement
Figure 6: Marketing Strategies Implemented for Pro Bakers Enterprise
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Figure 7: Recipe of Honey Wheat Muffin with No Sugar
551
Figure 8: Ideas on How to Use Marshmallow Figure 9: Baking Tips to Measure Ingredients
Figure 10: Malaysia Day Greetings
st
The implementation of social media communication strategies to Pro Bakers Enterprise started from 1 September to 31 October
st
2021. As shown in Table 7, in week 1, the strategy started with planning and preparing the contents for Pro Bakers Enterprise’s
Facebook page by observing their Facebook page to see how they manage the page. Further, actions including searching content
inspiration from other baking supplies’ social media pages and the Internet, listing out the content ideas, and finalizing the strategies
were conducted. In week 2, at least one post and story must be published on the Facebook page every day to increase the brand
awareness and to stay top of the mind of customers. Posting to introduce Pro Bakers Enterprise included the location of the store,
the business hours, and the photo of Pro Bakers Enterprise’s store was pinned at the top of the Facebook page to make it convenient
for Facebook users to know about Pro Bakers Enterprise. Next, video was used to promote Pro Bakers Enterprise and the products.
This strategy only lasted for two weeks because based on Facebook Insights, video had less engagement if compared to photo.
In week 3, photos of the store of Pro Bakers Enterprise were added to Google Maps to reach and attract more customers.
Additionally, the copywriting style was also changed from only mentioning the name of the product to more customer friendly by
adding call-to-action (CTA) for conversations. The sharing content for the Facebook page was also made varied like recipe, baking
tips, baking ideas, and product functions, holiday greetings, and store tour. Then, relevant hashtags were used for every post to
attract more audiences that would eventually become customers. Lastly, thought-provoking questions including baking tip were
asked in the Facebook page to develop more engagement and encourage higher user-generated social media communication.
Based on Facebook Insights, in these two months of marketing intervention, there were approximately 18,751 Facebook
users had reached the Pro Bakers Enterprise’s content at least once. There was an increase of 187% from previous 61 days. There
552
were also 3,794 engagements with the posts of Pro Bakers Enterprise through reactions, comments, shares, and clicks. It showed
an increase of 46.9% from previous 61 days. In fact, there were total of 60 net followers, the number of new followers minus the
number of unfollows during this period that recorded an increase of 33.3% from previous 61 days.
5.0 DISCUSSION AND CONCLUSION
5.1 Discussion Based On Research Objectives
5.1.1 RO1: To examine the factors to drive purchase intention of bakery ingredients and tools
The finding illustrates that brand passion has a statistically impact on purchase intention of bakery ingredients and tools. The result
is aligned with the past study of Hemsley-Brown and Alnawas (2016) and proved that the affiliation and support of the consumers
to their favorite brand make them more engaged and willing to spend more for the brand. In addition, the result indicates that when
there is a sense of passion for a bakery brand, the Facebook users who have intention to buy bakery ingredients and tools could
trigger more impulse buying. The result is compatible with previous studies by Gilal et al. (2019) and Albrecht et al. (2011), brand
passion creates loyalty for a brand, and consequently increase the purchase intention. In this study, brand passion could drive
purchase intention of bakery ingredients and tools.
Additionally, the results show that firm-created social media communication had significant impact on user-generated
social media communication and brand passion. The relationship between firm-created and user-generated social media
communication is supported by previous studies by Ceballos et al. (2016) and De Vries et al. (2012) which concluded that various
contents by a company will encourage user engagement with the company. On the other hand, the result about the positive and
significant relationship between firm-created social media communication and brand passion is like those previous studies of Khalid
(2016) as well as Hermaren and Achyar (2018). Thus, firm-created social media communication is important to influence user-
generated social media communication and then develop brand passion towards a baking products company in consumers’ mind.
However, in contrast to previous studies such as Shen and Bisell (2013) and Fischer and Reuber (2011), the finding from
current study shows that user-generated social media communication has no significant and positive impact on brand passion. This
implies that the user-generated social media communication does not effectively generate brand passion for a baking products
company. This can be explained that Malaysian Facebook users heavily depend on firm-created social media communication for
brand passion and purchase intention of bakery ingredients and tools. They prefer the contents posted by the baking product
company to develop their brand passion and purchase intention. In short, brand passion is the factor to drive purchase intention of
bakery ingredients and tools, while firm-created social media communication is an element that indirectly affect the purchase
intention via brand passion.
5.1.2 RO2: To investigate what social media communication strategies can be used to increase the brand passion and
purchase intention of bakery ingredients and tools provided by Pro Bakers Enterprise
In order to investigate what social media communication strategies can be used to increase the brand passion and purchase intention
of bakery ingredients and tools provided by Pro Bakers Enterprise, an intervention for Pro Bakers Enterprise was conducted for
two months using various social media communication strategies as suggested by past researchers.
Petruca (2016) suggested that marketers to post daily on social media consistently to grow their business. Additionally,
Wong and Yazdanifard (2015) and Gümüş (2017) highlighted that brand should make their contents varied to attract their target
consumers, encourage brand passion, and eventually generate the purchase intention of the advertised products in consumers’ mind.
Moreover, O’Hara (2020) recommended marketers to use relevant hashtags to make posts searchable so that marketers can
introduce new potential consumers to their content and offers. Also, de Vries et al. (2012) revealed that interactive posts by brand
can improve the post engagement. It can be concluded that marketers are suggested to post contents that are able to incite multiple
senses such as video and interactive post such as thought-provoking questions post.
Therefore, from the recommendations by past researchers and findings of the study, in order to drive brand passion and
purchase intention of bakery ingredients and tools provided by Pro Bakers Enterprise, contents are posted daily on Facebook page
primarily. Then, contents shared on the Facebook page were made varied to contents such as recipe, baking ideas, baking tips, and
holiday greetings aside from promotional contents. While posting these contents, relevant hashtags were used as well to reach more
audience and potential consumers. After that, some of the contents such as store tour and baking tips were shared as video to attract
the audience. Finally, thought-provoking questions such as asking the audience whether they have tried using substitute of baking
ingredient or which type of bakers are they were asked in some posts in attempt to engage with the audience.
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5.1.3 RO3: To investigate the effectiveness of the social media communication strategies to increase the brand passion and
purchase intention of bakery ingredients and tools provided by Pro Bakers Enterprise
From the intervention, following the suggestion from Petruca (2016), audiences are found to be reactive and potential consumers
would have the intention to purchase the baking products when Pro Bakers Enterprise updated regularly on the Facebook page to
promote products or simply share baking tips and recipe. Based on the Facebook Insights, the engagement with the contents of Pro
Bakers Enterprise was increased during the intervention. In addition, the relevant hashtags for every post were able to let Pro Bakers
Enterprise to reach wider audiences and potential consumers. The hashtag makes the posts searchable. For instance, when Facebook
users typed certain keywords in the search bar, the posts of Pro Bakers Enterprise using the keywords were recommendable to
them. Particularly, the variety of contents on the company’s Facebook page such as recipe sharing was able to reach more audiences.
Therefore, it can be seen that regularly post on social media, sharing related valuable information, and using relevant hashtags for
every post are the most effective ways to increase the brand passion and purchase intention of bakery ingredients and tools provided
by Pro Bakers Enterprise.
Meanwhile, asking thought-provoking questions was less effective to increase the engagement towards the posts. Most
audiences were passive and just relied on firm-created contents by Pro Bakers Enterprise. In addition, video as the type of post was
less engaging for the audience. In overall, the two months marketing intervention had recorded a significant increase in terms of
reach, engagement, and followers on the Facebook page of Pro Bakers Enterprise if compared to pre-intervention. The increased
engagement is essential for brand passion which in turn leads to purchase intention of baking supplies and ingredients provided by
Pro Bakers Enterprise. More followers means that more people have the sense of passion for Pro Bakers Enterprise as they are
willing to follow closely the company so that they do not miss any promotion or content to make purchase decision. Further, the
engaged users are more willing to recommend others to buy from Pro Bakers Enterprise as well by sharing the contents., it can be
concluded that publishing post or story on Facebook page daily, using relevant hashtags for every post, and sharing of variety of
contents are the best social media marketing strategies to increase the brand passion and purchase intention of bakery ingredients
and tools provided by Pro Bakers Enterprise.
5.2 Research Implications
The research findings includes theoretical and practical implications. In terms of theoretical perspective, this study
investigated the relationships between firm-created and user-generated social media communication, brand passion, and purchase
intention of bakery ingredients and tools. The findings indicate that firm-created social media communication has a positive and
significant influence on user-generated social media communication and brand passion. Besides, the finding also reveals that brand
passion has a positive and significant influence on purchase intention. However, the finding shows that the user-generated social
media communication has no significant and positive influence on brand passion of bakery ingredients and tools. Hence, this study
extends the existing literature in the context of purchase intention for bakery ingredients and tools.
In terms of practical perspective, the research findings are important and useful to marketers of baking suppliers especially
suppliers who own small business in taking advantage on social media communication using positive impact of emotional level of
audiences as well as purchase intention. Firm-created social media communication is the most important and basic element that
should be used by the marketers of Pro Bakers Enterprise and other bakery supply stores as it is a vital factor to increase brand
passion. Pro Bakers Enterprise and other bakery supply stores can increase their brand passion by sharing a variety of contents on
social media page besides promoting the products regularly. For example, contents that can be shared by bakery supply stores to
their audiences to enhance the brand passion include recipe, baking tips, baking ideas, and product functions. When marketers post
these educational contents, they can gain trust and brand passion from the audience as they will be treated as a source of reliable
and informative knowledge. Other contents include holiday greeting and store tour. Content marketing should be updated regularly
to encourage brand loyalty, and eventually brand passion. Furthermore, the results illustrate that firm-created social media
communication is the key factor to affect user-generated social media communication. Pro Bakers Enterprise and other bakery
supply stores can share interactive posts to encourage engagement of social media users. For example, bakery supply stores can
create posts that are valuable to the audiences such as baking tips, which encourage the audiences to engage with the post by liking,
commenting, sharing, and clicking on the post. Finally, the results also shows that brand passion could drive purchase intention.
Bakery supply stores can increase the purchase intention of social media users by building brand passion with various attractive
and quality contents. This is because consumers’ passion for a brand can improve consumer engagement and increase the intention to
purchase from the brand repeatedly. Essentially, organizing appropriate social media marketing campaigns is important to create an
attachment of consumers’ heart towards the brand.
5.3 Limitation And Recommendation For Future Researchers
554
This study has empirically tested the factors that drive purchase intention of bakery ingredients and tools, identified the social
media communication strategies to increase the brand passion and purchase intention of Pro Bakers Enterprise, and the effectiveness
of the proposed strategies, however, there are limitations to be considered. Firstly, the study is only limited to Facebook users.
There are also baking products sellers who promote their products through other social media platform such as Instagram and
Twitter. Thus, the perspective of the users of other social media platform must be considered. Hence, future researchers are
recommended to investigate users from other social media platforms such as Instagram and Twitter who have the intention to
purchase baking ingredients and tools.
Secondly, the sample for the study was relatively small, which is lack of generalizability. The small sample size might
not be generalized to the consumers of baking products. Therefore, future studies are suggested to use larger sample size with more
representations from different states in the country and age groups for a better consumer insight. Thirdly, the survey strategy of the
study is also considered as the limitation. To collect primary data for the research, questionnaire was used as the instrument,
precisely Google Form which can be done online. Even though Google Form is easy to be conducted and distributed to respondents,
there are some disadvantages of questionnaire that cause it becomes limitation of the study such as dishonest answers and
differences in understanding and interpretation of the questionnaire items. Therefore, future researchers are suggested to explore
other research methodologies for data collection such as interview-based survey for deep understanding of purchase intention
bakery ingredients and tools.
Lastly, the result of the relationship between user-generated social media communication and brand passion in the current
study was insignificant though the user-generated social media communication was proven as a strong association for brand passion
by past researchers such as Mukherjee (2020), Fischer and Reuber (2011), Habibi et al. (2014), and Demba et al. (2019). Future
researches can further examine the relationship between user-generated social media communication and brand passion using
increased sample size, different age of respondents, improved measurement items, and different data collection methods.
5.4 Conclusions
In conclusion, the findings from the study revealed the positive relationships between firm-created and user-generated social media
communication, firm-created social media communication and brand passion, as well as brand passion and purchase intention of
bakery ingredients and tools. The findings for this study are in favour of the most findings from previous studies. There are various
social media marketing strategies can be implemented such as posting daily on Facebook page, sharing variety of contents, using
relevant hashtags for postings, using video as part of the promotional tools, and asking thought-provoking question in a post as a
way to interact and engage with the audience. However, this study found that only publishing post or story on Facebook page daily,
using relevant hashtags for every post, and sharing of variety of contents could show significant result in increasing the brand
passion and purchase intention of bakery ingredients and tools.
This study is able to contribute to the retail businesses, especially the one that are new or have poor social media marketing
performance such as the bakery supply retailers in the study by providing them better insights on how they should manage their
social media and utilize the benefits of social media in this rapid technological advancement era where majority of people are using
social media to not only communicate with their friends, but also to shop, discover new businesses and products. This study can
motivate marketers to create creative, appealing, and interactive contents to engage consumers with the brand as well as disseminate
positive word-of-mouth in the social media community. Furthermore, purchase intention is critical to help businesses to understand
why consumers decide to purchase from a brand. In addition, there are limited studies about the combination of variables, namely
firm-created and user-generated social media communication, brand passion, and purchase intention. Hence, this study can be
served as guideline for future researchers.
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FINAL YEAR PROJECT
AHIBS UTM SKUDAI JAN 2022
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
ABSTRAK
Industri restoran menyumbang kepada pembangunan prestasi ekonomi dan tidak dapat dinafikan kepentingannya untuk membangunkan
negara yang berjaya. Oleh itu, kepuasan pelanggan terhadap prestasi restoran adalah penting untuk mewujudkan kesetiaan jenama. Justeru,
kajian ini bertujuan untuk mengetahui sama ada kualiti makanan, kualiti perkhidmatan pekerja, kualiti persekitaran fizikal, kualiti persepsi
pelanggan dan lokasi mempengaruhi kepuasan pelanggan terhadap Nasi Lemak Hao. Pengumpulan data pelanggan Nasi Lemak Hao
dilakukan melalui penggunaan soal selidik, dan regresi digunakan untuk menentukan keupayaan ramalan konstruk terhadap kepuasan
pelanggan Nasi Lemak Hao. Pengkaji menggunakan kajian awal untuk mengumpul data daripada media sosial seperti Facebook. Kaedah
persampelan kuantitatif dengan kaedah persampelan bertujuan digunakan dalam kajian ini dengan seramai 126 sampel responden yang hanya
terdiri daripada pelanggan Nasi Lemak Hao. Kualiti makanan, kualiti perkhidmatan pekerja dan lokasi didapati mempengaruhi kepuasan
pelanggan dengan ketara.
Kata kunci: Kualiti Makanan, Kualiti Perkhidmatan Pekerja, Kualiti Persekitaran Fizikal, Kualiti Persepsi Pelanggan, Kepuasan
Pelanggan
■ 1.0 INTRODUCTION
Malaysia's food and beverage industry has experienced enormous expansion throughout the years. According to the National
Restaurant Association (2017), nine out of ten customers express satisfaction with their dining experience at the restaurant. According to the
most recent data, the volume and value of the food sector in Asia are more than double that of the European (MarketLine, 2015). The food
and beverage industry would contribute 7.1% (around RM101.5 billion) to GDP in 2019. Full-service restaurants contribute significantly to
the nation's foodservice industry in Malaysia (Agriculture and Agri-food Canada, 2014). There are approximately 8,000 companies in the
food and beverage business in Malaysia, most of which are small and medium-sized enterprise (Flanders Investment & Trade Malaysia
Office, 2020)
Malaysia is known for housing various restaurants, including full-service restaurants, fast-food restaurants, cafés, food stalls, food
courts, eat-in bakeries, pubs, and clubs (Wahab, 2017). According to Jani and Han (2015), pleasant surroundings, high-quality food and
service, and competitive pricing contribute to high levels of consumer satisfaction. Customers receive a variety of alternatives and edges that
have a wide range of capabilities to suit and satisfy their desires and requirements. In addition, consumer demand in the food production
industry has altered significantly.
Nasi Lemak Hao is one of the eateries in Segamat, located alongside the road, always jam-packed with customers and famous for
its secret family recipes of nasi lemak using the speciality Basmathi rice. SWOT Analysis of the company is shown in Figure 1.0 Based on
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the preliminary interviews with the customers, the researcher concluded the issues with Nasi Lemak Hao in theme as listed in Figure 2.0.
This has become the basis for the current study.
STRENGTH WEAKNESS
S • Delicious W • No delivery options
•
Quantity of the food
Homemade
•
•
•
No western food
Affordable price
•
promotion
Good customer service
• Use ‘Basmati’ rice • Less channel for
THREATS
O • OPPORTUNITIES T • Covid-19 pandemic
Potential
partnership
Several competitors in
•
with catering
Develop frozen food
one place
•
Price of raw material
•
Ability to open franchise
•
• increase
Losing valuable
customer
Figure 1.0: Nasi Lemak Hao SWOT Analysis
Figure 2.0: Fishbone Diagram
1.1 Problem Statement
In Malaysia, food services have employed the most workers, with 758,992 people or 79.2% of the total workforce (2015: 79.7%).
Drinking establishments were the second-largest contributor, accounting for 106,701 people or 11.1% (2015: 11.2%), followed by event
catering services, which accounted for 93,000 people or 9.7% (2015: 9.2%). The service provided by restaurant chains entails various
cultural, social, and economic environment circumstances and can be highly complex compared to other types of service.
When customers make a purchasing decision, various factors can influence their overall pleasure. The demographics of shoppers
may determine whether they are satisfied or dissatisfied with their purchase. When it comes to customer happiness, a company’s ability to
entertain is crucial for clients. Customer satisfaction can impact a company's earnings. A company must constantly strive to retain its
reputation by putting up its best effort when connecting with a client or customer.
Nowadays, business owners are struggling to survive and maintain their companies. They must develop alternate methods,
particularly during the COVID-19 pandemic that affects globally. For Nasi Lemak Hao, the subject of the study, it was revealed that the
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restaurant is experiencing an issue on customer satisfaction, both among the dine-in and take-out customers. The restaurant also confessed
to being in the dark of their current customers’ level of satisfaction.
1.2 Research Objectives
This study listed two main objectives:
i. To examine the influence of food quality on customer satisfaction.
ii. To examine the influence employee service quality on customer satisfaction.
iii. To examine the influence environment quality on customer satisfaction.
iv. To examine the influence customer perceived quality on customer satisfaction.
v. To examine the influence location on customer satisfaction.
■ 2.0 LITERATURE REVIEW
2.1 Customer Satisfaction
Pre-buy expectations from a product or service are compared to post-purchase experiences with the same product or service
following the purchase. Customer satisfaction is a measurement of customers' perceptions of whether their post-purchase and consumption
behaviour and expectations from a product/service are similar or different (Bergman and Klefsjo¨, 2010). Customers' satisfaction will grow
directly to the degree to which their expectations and post-purchase spending are met. Those happy with the company's offerings and services
are considered brand ambassadors and boosters for other businesses and brands. (Tsao and Hsieh, 2012; Abubakar and Mavondo, 2014;
Kwun et al., 2013). Client happiness is the most straightforward unpaid promotion (Kozinets et al., 2010). It has been discovered that
customer satisfaction is a significant predictor of client loyalty, leading to consumer repurchase intention (Alshurideh et al., 2012; Jacka and
Keller, 2013; Serra-Cantallops et al., 2018). As a result, for a company to be successful, it must ensure that a customer satisfaction
measurement program is in place (Naumann, 1995; Pizam et al., 2016).
FACTORS CUSTOMER SATISFACTION
2.1.1 Food Quality
Quality of food had a big role in the happiness and loyalty of customers. The visual of the meal, the taste, the menu’s variety,
nutritional value, and freshness affect the cuisine's overall quality. A high degree of food quality is a vital marketing technique to satisfy
businesses and clients and provide them with a positive shopping experience. Customer satisfaction can be significantly influenced by the
quality of the food served. According to Chua et al. (2015), food quality and taste are major determinants of customer satisfaction that
establish consumer loyalty.
2.1.2 Employee Service Quality
The market is an endeavour to meet customers' needs by delivering the highest possible quality of service upon their requirements.
Customers will receive items and services suitable for their requirements when the service quality is high. To ensure the efforts are successful,
measuring service satisfaction must be conducted to determine the extent of service quality dimensions the company can meet. In the service
industry, good service quality is critical for consumers to be satisfied with the services given and, ultimately, for repeat purchases. When a
service provider provides a service, it is defined as the ability to adjust between the desires or demands of the recipient (community) of the
service and the conditions specified in five dimensions: tangibility, dependability, responsiveness, assurance, and empathy. Other studies
also showed that a service provider provides a service within their ability to adjust between the desires or demands of the recipient
(community) of the service (Jiang and Rosenbloom, 2005; Ahmed et al., 2018).
2.1.3 Physical Environment Quality
According to Fan et al. (2017), the allocation of material resources in the hospitality sector is dictated by structural decisions that
deliver service with the greatest ease. According to Mhlanga (2018), size and space should be managed cost-effectively, and the relevant
services should be retained to produce the desired output at the appropriate time. Mhlanga (2018) said that a restaurant's maximum capacity
and a well-thought-out layout contributed to its operational effectiveness, encouraging efficient usage of other available resources will
eventually provide a chain towards the customer satisfaction.
2.1.4 Customer Perceived Quality
Perceived quality is defined as the customers' opinion of the overall superiority of the brand when compared to that of competing
brands. Because it is dependent on customers' perceptions of quality, product benefits, and need fulfilment, this metric is subjective. Hence,
other factors that influence the sense of quality among buyers are the attributes that come with a brand, such as the price, physical
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look, features, ads, and brand name. Further, Chuang (2010) discovered that the disparities between a customer's perceptions and expectations
regarding a certain service delivered by a company could be used to determine the quality of the service provided and its relations to customer
satisfaction.
2.1.5 Location
According to Parsa, Gregory, and Terry (2010), the location of a restaurant is an extremely crucial component that can determine
its success or failure. The physical site and the demographic surroundings of a location reveal the success of a location. It is important to
consider the geographic, demographic, and psychographic elements because they might significantly influence the overall appeal. Swastha
(2012) defines a location as a physical location where a business or commercial activity is conducted. The location of an urban area, the mode of
transportation used to get there, and the amount of time it takes to travel to the site are critical factors in developing a business. In general, when it
comes to the location of service facilities, two factors must be considered: convenience and accessibility. Customers first go to the location of service
facilities, followed by service providers who travel to customers' locations.
2.2 Hypothesis Development
2.2.1 Food Quality
The quality of the cuisine served by a restaurant is the most important factor in a customer's decision to visit a certain business
over another (Alonso et al., 2013; Serhan and Serhan, 2019). Furthermore, according to recent studies, food quality is the essential component
of restaurant service quality that determines a customer's decision-making process and appraisal of the overall quality. Research findings
in marketing literature found that the satisfaction by customers during their dining experience was significantly influenced by the quality of
food offered in a restaurant. (Mathur and Gupta, 2019; Ryu et al., 2008, 2012). According to the previously given material, it is hypothesised
that:
H 1: Food quality has a significant positive influence on customer satisfaction.
2.2.2 Employee Service Quality
The disparities between a customer's perceptions and expectations about a particular service provided by an organisation can be
used to determine the overall quality of service. According to Ha and Jang (2010), when it comes to the restaurant sector, “employee service
quality” is described as the level of interpersonal service delivered by staff when they engage with clients. Customers evaluate their
interpersonal service interactions with restaurant staff and establish their views of the overall level of employee service provided by the
business in question. It is possible to achieve higher levels of restaurant employee service quality by capitalising on the service interactions
between restaurant employees and customers (through the knowledge and manner of the employees; and by the employees' provision of food
as ordered, provision of prompt service, and minimisation of service failures); and capitalising on the knowledge and manner of the
employees. Furthermore, existing research indicates that the quality of employee service has a considerable impact on the satisfaction value
held by customers (Thielemann et al., 2018). As a result, the following was proposed:
H 2: Employee service quality has a significant positive influence on customer satisfaction
2.2.3 Physical Environment Quality
In addition to the physical surroundings of the institution, a restaurateur can use this as a crucial marketing approach to separate
their establishment from their competitors. As quoted by Heung and Gu (2012), "The planned design of a space in order to produce specific
emotional responses in the consumer, so enhancing his or her readiness to acquire a product or service" is how the physical environment
(also known as "atmospherics") is defined in the restaurant industry. All of the tangible and intangible components that exist within and
outside of a restaurant must be considered (Jalilvand et al., 2017; Ryu et al., 2012) to be part of the physical environment, including the entire
material objects and stimuli (e.g., decor, spatial layout, ambience, comfort and cleanliness), as well as arrangement (Ha and Jang 2012) and
convenience (Ha and Jang 2012). (Choi et al., 2012). Customers use the physical surroundings to judge the quality of purchasing things or
services. (Ha and Jang, 2012, p. 204), Moreover, it encourages customers to feel good about themselves, encouraging them to make purchases
(Ha and Jang, 2012). (Marinkovic et al., 2014). The physical environment is a strong predictor of consumer perceived value and positively
impacts customer satisfaction (Jalilvand et al., 2017; Ryu et al., 2012). According to a previous study, there is a positive relationship between
the quality of the physical environment and the customers (or potential customers) satisfaction. The following hypothesis was proposed.
H 3: Physical environment quality has a significant positive influence on customer satisfaction.
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2.2.4 Customer Perceived Quality
Perceived quality indicates a consumer's assessment of a brand's overall superiority and excellence (Erdil, 2015). According to
Dursun et al. (2011), perceived quality is a crucial factor to consider in brand equity. It is defined as an intangible general feeling about a
brand that is typically dependent on underlying dimensions such as product features tied to the brand, such as performance and dependability,
among other things. Consumer perception will eventually influence customer satisfaction with a product, determining consumers' decision
to repurchase the product (Kusuma et al., 2015). As a result, the consumer's happiness after purchasing the product, such as its wonderful
taste and freshness, determines its overall quality. Based on the reasoning provided above, the researcher hypothesised:
H 4: Customer perceived quality has a significant positive influence on customer satisfaction.
2.2.5 Location
Thousands of businesses fail to expand simply because they make the wrong judgement about where to put their operations.
Marketing is sometimes more important to businesses than location difficulties to grab the attention of potential customers and clients. The
geographical location of business endeavours can considerably impact the success of their operations, particularly in today's highly
competitive business environment. According to studies by Dulkhatif, Haryono, and Warso (2016); Wirawan, Sjahrudin, and Razak (2019);
Hermanto, Apriansyah, Fikri, and Albetris (2019); and Wirawan, Sjahrudin, and Razak (2019), customer loyalty and satisfaction is favourably
and significantly affected by the location. The following is the theory, which is based on the preceding description:
H 5: Location has a significant positive influence on customer satisfaction.
2.3 Research Framework Model
Figure 2 depicts the study structure that will be used for this investigation. The function was created to investigate the relationship
between an independent and dependent variable for academic and commercial purposes. Adapted from Pei et al. (2020), who stressed the
importance of the customer's experience in determining customer satisfaction, the framework of variables in Figure 3.0 was updated.
Figure 3.0: Research framework for the customer satisfaction on Nasi Lemak Hao
■ 3.0 METHODOLOGY
3.1 Research Design
This study employs a descriptive quantitative research design as its method of investigation. The data for this study is being
collected through a survey method from prospective respondents.
The research study design was selected for this investigation, with a specific cross-sectional design. The strategy helped researchers
better understand the relationship between the variable of customer satisfaction and other variables. The food quality, employee service
quality, physical environment quality, customer perceived quality and location are significant factors in the decision-making process. To
collect information, the researcher employed a survey technique described below.
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3.2 Population and Sampling
The respondents to this survey are consumers of Nasi Lemak Hao. Furthermore, participants in this study must be made a previous
purchase from Nasi Lemak Hao to be eligible for participation. This is because the researcher was only interested in Nasi Lemak Hao client
satisfaction limiting its scope. The non-probability sampling technique, also known as purposive sampling, was selected and employed by
the researchers for this study. The low cost per completed interview, which is far cheaper than even low-cost probabilistic sampling
approaches such as mail surveys or telephone surveys, makes non-probability sampling the favoured method of choice for researchers over
probability sampling (Brick, 2014).
First, after answering a question to confirm that the respondent is indeed a customer of Nasi Lemak Hao, the respondent would
be able to proceed with the survey. Cohen's table was used as a tool to calculate the sample size. The purpose of the study is to determine
an acceptable sampling size to optimise rather than maximise sampling effort while working within the restrictions of time and money (Lee
Chuan, 2006). Increasing sample efforts would make it easier to avoid data storage situations, resulting in inconclusive conclusions.
According to Cohen's table, a sample size of 126 is required for five independent variables to be statistically significant. Other considerations,
including respondents who did not return the questionnaire form and other constraints, have led to the researcher including just approximately
10% of those who replied in this study. The significance of the study was determined via multiple regression analysis and the F test of
multiple R2, with a p-value of less than 0.01.
3.3 Research Instrument
In this study, three-part structured questionnaires were used, with each section containing three questions. The first section contains
information on the prospective respondent's demographic background. Sixteen components are covered in the second section, including the
customer's experience with the meal quality, the employee's service quality, the physical environment quality, the customer's perceived
quality, and the location. Finally, in the third section, respondents were provided with a series of questions about client satisfaction. A
nominal scale is used in the first section, and in the second and third sections, a Likert scale was used. Respondents were asked to fill out a
Google Form, which was used to gather information. The researcher provided the Google form to the restaurant's owner, Nasi Lemak Hao,
who then uploaded it to its WhatsApp status. According to the researcher, WhatsApp was used among other sites since it is easier to reach
out to customers compared to other open platforms.
The researcher conducted preliminary testing prior to disseminating the survey questionnaire through a pilot study and pre-test.
The current study conducted an academic expert validity to validate the items measurements. The expert was chosen from the field of
Marketing and Management (Dr Grace Thoo Ai Chin – UTM). The recommended pilot sample size of 30 individuals defaulted for the pre-
testing phase of the study (Perneger et al., 2015). Immediately after completing the pre-testing phase, the researcher conducted the study.
The goal is to evaluate whether the questions were valid based on their substance and face validity and the usability (including ease of access
and navigation) utilised to administer the questionnaire (Fraser et al., 2018).
3.4 Data Analysis
The information gathered in this study was analysed using the Statistical Package for Social Science (SPSS) using Multiple
Regression. In this study, the demographics of the respondents were analysed using percentages and frequencies. The statistical tests
employed in this study are summarised below.
Table 1.0: Summary of Proposed Statistical Method
Type of Analysis Purpose of Analysis Cut Off Value
Descriptive Analysis In order to portray the respondents' data in -
an expressive manner, just five elements
from the questionnaire were used in the
demographic section.
Normality Analysis To assess the data, whether the samples If skewness and kurtosis values are
taken are from a normally distributed between -2 to +2
population.
Reliability Analysis The questionnaire should include Cronbach Alpha must be above 0.7
variables and scales that are trustworthy
and dependable, so that this is ensured.
Pearson Correlation Analysis The purpose of this study is to determine Strength of correlation categorized into
the direction and strength of the three categories, which is weak r = 0.10
correlations between questionnaire to 0.29 or r = -0.10 to -0.29); moderate r
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questions. = 0.30 to 0.49 or r = -0.30 to -0.49) and
strong r = 0.50 to 1.00 or r = -0.50 to -
1.00
Univariate Analysis In order to avoid outliers on each answer MahalaNobis D Square Test -
in the item questionnaire, it is necessary to standardized z score values must not be
measure the range and variance of the lower than -4 or greater than +4
dispersion in the collected data.
Multivariate Analysis Identifying and evaluating the MahalaNobis D Square Test -
completeness and correctness of the data standardized z score values must not be
while also examining the relationship lower than -4 or greater than +4
between the other variables
Multicollinearity Analysis It is necessary to determine whether or not Tolerance more than 0.2; VIF below than
there is a predictor with a high connection 10
between the variables.
Multiple Regression Analysis To determine the relationship between the p-value is less than 0.05, is significant
independent variable and the dependent
variable, as well as the importance of the
independent variable when compared to
other variables.
■ 4.0 RESULT AND DISCUSSION
4.1 Demographic Characteristics
This study collected the respondent demographics based on age, gender, monthly income and marital status. The demographic
characteristics were examined in terms of percentage and frequency. The majority of the respondents are female. The demographic
characteristics contained involved various respondents’ gender, age (range from below 20 to 50 years old and majority is 21 to 30 years old),
monthly income (range from less than RM 1000 to RM4000 with the majority in Rm1001 to RM 2000 per month) and marital status (range
in married and single with majority in the single status).
4.2 Reliability Test
A reliability test was conducted to know the reliability and the consistency of measurement items using Cronbach’s Alpha. The
reliability value is 0.70, indicating higher reliability (Pallant, 2005).
Table 3.0: Cronbach’s Alpha
Variables N Cronbach’s Alpha
Customer Satisfaction 3 0.800
Food Quality 4 0.873
Employee Service Quality 4 0.703
Physical Environment Quality 3 0.883
Customer Perceived Quality 3 0.755
Location 3 0.849
4.3 Pearson Correlation Analysis
Pearson Correlation was used to determine the direction and strength of the relationship between the independent and dependent
variables. Any value greater than 0.5 indicates a strong relationship between the variable and another variable (Hemphill, J.F, 2003).
According to Table 5.0, all variables had a correlation coefficient greater than 0.5, indicating a high correlation.
Table 4.0: Pearson’s Correlation
Customer Satisfaction
**
Pearson Correlation .763
Food Quality
Sig. (2-tiled) 0.000
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N 30
*
Pearson Correlation .374
Employee Service Quality Sig. (2-tiled) 0.042
N 30
**
Pearson Correlation .522
Physical Environment Quality Sig. (2-tiled) 0.003
N 30
Pearson Correlation 0.138
Customer Perceived Quality Sig. (2-tiled) 0.466
N 30
Pearson Correlation 0.344
Location Sig. (2-tiled) 0.063
N 30
4.4 Normality Analysis
A normality test was performed to determine whether all data obtained are normally distributed and have an appropriate range and
skewness. If the values of variables are between -1 and +1, the Skewness and Kurtosis are assumed to be normally distributed (Peat and
Bartoon, 2005).
Table 5.0: Skewness and Kurtosis
N Skewness Kurtosis
Construct Item
Statistic Statistic Statistic
CS1 126 -1.126 -0.565
Customer
Satisfaction CS2 126 0.781 -0.097
CS3 126 -0.812 -1.069
FQ1 126 -0.263 -0.665
FQ2 126 -0.229 -1.933
Food Quality
FQ3 126 -0.238 -0.268
FQ4 126 0.757 -0.799
SQ1 126 -1.057 -0.890
Employee Service SQ2 126 -1.149 -0.375
Quality SQ3 126 -0.642 -1.541
SQ4 126 -1.416 1.577
PQ1 126 -0.211 -1.871
Physical
Environment Quality PQ2 126 -0.793 -1.282
PQ3 126 -0.303 -0.438
CQ1 126 -0.319 -1.388
Customer Perceived CQ2 126 -0.910 -0.373
Quality
CQ3 126 -0.434 -1.621
L1 126 -1.079 -0.025
Location L2 126 -0.666 -0.975
L3 126 -1.405 0.761
4.5 Outliner Analysis
There are two outlier analyses in this research, consisting of univariate and multivariate data. Free of an outlier can be achieved if
the z-score is between +4 and -4 (Hair, 2010). If the z-score is greater than and less than the value of the z-score, it will be cut out.
Table 6.0: Mahalanobis Test
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Minimum Maximum Mean Std. Deviation N
Mahal Distance .314 14.172 4.960 2.874 126
4.6 Multicollinearity Analysis
Two or more predictor variables for multiple regression models must have a high correlation for Multicollinearity to exist. To
determine whether there is Multicollinearity, the tolerance value must be greater than 0.2 (Garson, 2012), and the VIFs value must be less
than 10. (Pallant, 2015). According to Table 7.0, the tolerance values for all predictor variables exceeded 0.2, and the VIFs values ranged
between 1.063 and 1.294. Hence, there is no multicollinearity in this study.
Table 7.0: Multicollinearity Test
Collinearity Statistics
Independent Variable Tolerance VIF
Food Quality 0.853 1.172
Employee Service Quality 0.767 1.303
Physical Environment Quality 0.868 1.151
Customer Perceived Quality 0.773 1.294
Location 0.940 1.063
Dependent Variable: Customer Satisfaction
4.7 Multiple Regression Analysis
This study used multiple predictor variables to determine the influence of the dependent variable; multiple linear regression was
required to determine the influencing factors and how significant the effects were. The main value and beta coefficient values are required
as benchmarks to determine which variable is more dominant (Pallant, 2007). The R2 value was 0.102, according to the results of the multiple
regression analysis in Table 8.0. The independent variables in this study can justify 10.2 per cent of the causes of customer satisfaction.
According to Table 9.0, for the ANOVA results, the P-Value was 0.023, indicating that it did not exceed 0.05. (0.05). As a result, at least
one of the four independent variables have a significant effect on the dependent variable.
Furthermore, based on the coefficient results in Table 10.0, out of the five independent variables tested, two had no significant
influence, and three had a significant influence. Physical environment quality had a higher P-value (0.176) than (0.001). Similarly, the P-
value (0.647) exceeded the value for customer perceived value (0.001). As a result, it was determined that these two independent variables
had no significant impact on customer satisfaction. Food quality, employee service quality, and location, on the other hand, had P-values
(0.078), (0.071), and (0.076), lower than the value (0.001). It was concluded that there was a significant impact on customer satisfaction.
The standardised beta values of the two variables that significantly influenced customer satisfaction were both positive. Food
quality with a value of = 0.166 (p 0.001), employee service quality with a value of = 0.180 (p 0.001), and location with a value of = 0.159 (p
0.001) all indicate the influence was positive on increasing customer satisfaction. Only food quality, employee service quality, and location
significantly influenced customer satisfaction; thus, H1, H2, and H5 are supported.
Table 8.0: Model Summary
Std. Error of the
Model R R Square Adjusted R Square
Estimate
1 .319 0.102 0.065 .63380
a
a. Predictor: (Constant), Food Quality, Employee Service Quality, Physical Service Quality, Customer Perceived Quality and
Location
b. Dependent Variable: Customer Satisfaction
Table 9.0: ANOVA
Sum of
Model df Mean Square F Sig.
Squares
b
1 Regression 5.474 5 1.095 2.725 0.023
Residual 48.205 120 0.402
Total 53.679 125
*p<0.1, **p<0.05, ***p<0.001
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a. Dependent Variable: Customer Satisfaction
c. b. Predictors: (Constant), Food Quality, Employee Service Quality, Physical Service Quality, Customer Perceived Quality
and Location
Table 10.0: Coefficients
Unstandardised Coefficients Standardised
Model Coefficients t Sig.
B Std. Error Beta
(Constant) 2.257 .497 4.542 .000
Food Quality .157 .088 .166 1.775 .078
Employee Service
Quality .165 .090 .180 1.824 .071
1 Physical Environment
Quality -.085 .062 -.126 -1.361 .176
Customer Perceived .032 .069 .045 .459 .647
Quality
Location .147 .082 .159 1.788 .076
*p<0.1, **p<0.05, ***p<0.001
a. Dependent Variable: Customer Satisfaction
4.8 Hypothesis Testing
This study proposed five hypotheses, as shown in Table 11.0, but only three were supported: food quality, employee service quality,
and location. All three variables had a positive impact on customer satisfaction. Two other hypotheses were not supported: physical
environment quality and customer perceived quality had no significant influence on customer satisfaction.
Table 11.0: Summary of Hypothesis
Research Hypothesis Results
H1: Food quality has a significant positive influence on customer satisfaction. Supported
H2: Employee service quality has a significant positive influence on customer satisfaction Supported
H3: Physical environment quality has a significant positive influence on customer satisfaction. Not Supported
H4: Customer perceived quality has a significant positive influence on customer satisfaction. Not Supported
H5: Location has a significant positive influence on customer satisfaction. Supported
■ 5.0 DISCUSSION AND RECOMMENDATION
5.1 Hypothesis Discussion
Based on this study’s findings, an R2 (0.102) value reflected the variance in this research model based on the predictor variable,
which was 10.2%. Even though five independent variables were proposed, only three significantly influenced customer satisfaction. As a
result, the parties involved may be influenced to re-evaluate these factors and their importance.
Revealed via the findings, food quality has been found to have a significant relationship with customer satisfaction, shown by the
p-value of 0.078, greater than the α value (p<0.1) and β = 0.180. Previous research has found that food quality is the most significant
determinant of customer satisfaction from the customer's perspective (Slack, Singh, Ali, Lata, Mudaliar & Swamy, 2020). In response to the
survey, customers stated that the quantity of food should be increased, and the menu should include more variety, particularly western.
Besides that, employee service quality has a significant influence on customer satisfaction. This hypothesis was supported by the
previous study (Slack, Singh, Ali, Lata, Mudaliar & Swamy, 2020) that found that employee service quality affects customer satisfaction
positively. This is demonstrated by a p-value of 0.071, less than the value (p<0.1) and = 0.180. Customers say that the employees at Nasi
Lemak Hao are amiable and entertain for assistance. In fact, this variable is the most significant variable that impacted customer satisfaction.
It might implicate that the relationship is becoming more significant for a low-priced product than product and environment factors (Chen,
2017).
This study found that the physical environment quality did not significantly influence customer satisfaction in contrast to the
previous research conducted by (Slack, Singh, Ali, Lata, Mudaliar & Swamy, 2020), as shown in p-value is 0.176, which is greater than the
α value (p>0.1) and the value of β = -0.126. This shows that the physical environment quality is not the most influential factor in customer
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satisfaction. In this study, customer perceived quality was found to have no significant influence on customer satisfaction, which contradicts
previous research (Slack, Singh, Ali, Lata, Mudaliar & Swamy, 2020). Due to differences in customer perspectives, certain demographic
factors may influence this result and due to the setting of Nasi Lemak Hao located in rural area with very low price, this might influence the
results. According to Rahimah (2016), there is a countertrade between prices and physical environment.
Furthermore, another independent variable that had a significant influence and positive impact on this finding was the location
(Soliha, Aquinia, Hayuningtias & Ramadhan, 2021), in which the more strategic the location, the higher the customer satisfaction. This study
also supports previous research by Sari and Soliha (2018) and Wirawan, Herman, and Razak (2019).
5.2 Research Implication
This study provides practical recommendations for retailers, particularly small and medium-sized businesses, to improve their level
of customer satisfaction (SMEs). According to the study's findings, the food quality, employee service quality and location have the greatest
influence on their overall satisfaction. As a result, to improve overall customer satisfaction, Nasi Lemak Hao should strive to improve the
consistency and quality of their employee. The mentioned factors will ensure increased customer satisfaction rather than squandering money
on something that will not increase customer satisfaction.
Initial, Nasi Lemak Hao must improve their menu, particularly by increasing the variety of their cuisine and by including dessert
options to make the experience more interesting for the customer base. According to Din et al. (2016), the quality of the food itself is one
of the most important considerations in customer food selection decisions. These findings, which were based on customers' perspectives,
revealed some criteria for Nasi Lemak Hao that contribute to customer satisfaction. Therefore, this research can provide valuable insights
into the decision-making process for purchasing Nasi Lemak Hao products and services. According to the consumer perspective, these
findings suggest that these companies can improve their weaknesses to increase customer satisfaction.
Additionally, the results can be used to reflect other businesses that deal with customer satisfaction. The findings can serve as
benchmarks for managing and running food and beverage companies. This study has the potential to contribute to future customer satisfaction
research in related fields by providing additional knowledge.
5.3 Limitation and Recommendations for Future Researcher
There are certain limitations to this study that opens the chance for improvement in future research. First and foremost, because
this research was limited to a single firm, Nasi Lemak Hao, the number of respondents was quite limited. As a result, the study can be
conducted on various companies in the same industry to increase the number of respondents, obtaining more reliable results. Finally, Nasi
Lemak Hao is a relatively young company in the market, and it has not made a strong mark among the prospective database.
The research can be improved internationally by including another country to compare. The researcher can increase the number
of respondents to improve the results' dependability. The research can include an additional qualifying question to understand further the
level of client satisfaction with Nasi Lemak Hao. Hopefully, future research will be able to resolve this problem.
5.4 Conclusion of The Study
The researcher finds that the factors that positively influence customer satisfaction on Nasi Lemak Hao are food quality, employee
service quality, and location. The business and customers can use this finding as a reference in future. The two other variables result
insignificant, which are employee service quality and customer perceived quality. It can be concluded that the customers will be satisfied
with Nasi Lemak Hao because the food tastes delicious, the employee kind and the location are also the main factors.
■ 6.0 ACKNOWLEDGEMENT
First, the researcher would like to express sincere gratitude to Dr Mazilah binti Abdullah, who served as the thesis's supervisor for
guidance and support during the studies. Thank you to Dr Adaviah Binti Mas’od as Marketing Research lecturer for teaching steps and flow
this research proposal. The researcher is thankful to Dr Grace Thoo for the expert validation. The researcher wishes to express gratitude to
parents and close friends for their unwavering support. Thank you also to the respondents and owner of Nasi Lemak Hao for data collection.
Furthermore, this collaborative effort's success depends on all parties' cooperation in supplying data and responding to surveys.
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ANALYSIS OF VIDEO CONTENT OF PETRONAS HARI RAYA
ADVERTISEMENTS FROM 2017 TO 2021
NUR ASIAH BINTI MAT HUSIN, PROF DR ROHAIZAT BIN BAHARUN
Azman Hashim International Business School, Universiti Teknologi Malaysia, Johor Bahru
Corresponding author: [email protected]
ABSTRAC
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
1.0 INTRODUCTION
Petroliam Nasional Berhad or known as Petronas is a Malaysian multinational oil and gas company
established on 17 August 1974. Wholly owned by the Malaysian government, the company has
acquired overall rights to oil and gas resources in Malaysia and is entrusted with the responsibility
to develop and adding value to those resources. The Fortune Global 500 ranked Petronas as the 95th
largest company in the world in 2008 and the 80th largest in 2009. It also ranked Petronas as the
13th most profitable corporation in the world and the most profitable in Asia. According to a ranking
list published by Forbes Global 2000, Petronas Gas was announced as the 1881 largest public
company in the world in 2017.
After Petronas achieved success as an international oil and gas company, Petronas began to be
active in promoting their company to the public, especially Malaysians. Many advertisements have
been distributed by Petronas since 1996 until now. Petronas began promoting their company
through TV commercials that featured various short commercial videos themed on people's unity.
Year after year, Petronas advertising videos are gaining more and more public attention. Most of
these Petronas advertisements are themed on “Hari Perayaan” and human norms, making Petronas
the most popular advertisement among Malaysians. The production of the “Hari Perayaan”
advertisements aims to raise the image of Petronas as a company that cares about the cultural issues
of Malaysia's multiracial society.
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Every year when Hari Raya arrives, Petronas will not miss presenting the audience with their short
films that touch the hearts of the audience. This short film from Petronas is one of the famous
advertising videos in Malaysia. Petronas broadcasts their web film on their official Youtube
Channel, ‘PETRONAS’. Petronas web films are not just entertainment films but they are full of
messages and lessons to the multiracial community in Malaysia. The Petronas web film highlights
human relationships that are nurtured through the practice of kindness and mutual help which is an
important aspect of every community. According to PETRONAS Group Senior General Manager
of Strategic Communications, Zahariah Abdul Rahman, (Utusan Borneo Online, 2020) the
uniqueness of the plural society in Malaysia is often the source of inspiration for PETRONAS
festival web films.
This paper examines the content of Petronas Hari Raya advertisements that have been conveying
positive messages related to unity and togetherness in society different races. In this study, a positive
message refers to an advertisement that has an optimistic tone, encouraging the audience to accept
the idea of togetherness and unity, as well as accepting the values widely accepted by local
communities (Heath and Hyder, 2005). There is no denying that the main way to increase
understanding in society, especially from different racial backgrounds is through effective
communication.
2.0 LITURATURE REVIEW
2.1 Roles of Advertising
Advertising is known as a technique that aims to disseminate or inform the public about a benefit
or service through media such as television, cinema, radio, magazines, and the Internet with the aim
of motivating the public towards a particular act of consumption.
The media has a unique power of influence and a formative position in developing the identity of a
society contemporary (Fairclough, 2002). Thus, media such as advertisements play an important
role in building the identity of contemporary society (Piller, 2001). As a form of media discourse,
advertising makes a powerful contribution to the way we build our identity. This is undeniable, the
media plays a major role in forming one's self-esteem (Goddard 2002). Advertising will inform
potential users to obtain benefits or services about the benefits offered. In business, the goal of
advertising is to attract new customers by defining target markets and reaching them with effective
advertising campaigns.
Ads purpose:
a) Informing - is an advertisement that aims to provide awareness to consumers or customers about
new brands, educate them on the various benefits of the brand and also introduce a brand.
b) Persuading - ads that aim to provide an effective impact capable of persuading customers to try
the new product being advertised.
c) Reminding - is an advertisement used to keep their enterprise brand always in the memory of
customers.
Advertising is a basic tool for promoting the existence of a product in the market and providing
information to consumers about the details of a product, service or campaign that has been
advertised (Holladay 2010). In other words, advertising is a place that provides all the information
about products, services, and campaigns to the public. According to Khan (2011), a variety of
information can be obtained from a single advertisement for products, services and campaigns.
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Baharuddin and Saniah (2017) explained that advertising is one of the best marketing tools and a
paid form that can deliver a message to consumers. Moreover, both researchers also stated that
culture plays an important role in advertising, as it can indicate whether the advertisement is
effective or otherwise. Another reason why the cultural aspect is important in advertising is because
not everyone shares the same cultural values. Therefore, it is important for advertisers to analyze
the culture of the audience carefully so that the message can be conveyed well through
advertisements. In addition, understanding the cultural values of a society will help us to better
appreciate the style or way of life of others. According to Freedman (2003), by understanding other
people’s views of the world and culture, the audience will be more receptive to the social and
cultural differences brought about in an advertisement. It can be said that advertising is one of the
very important tools in the marketing industry in our country. Now, with the help of mass media
such as, television, youtube, radio, newspapers and social media in the dissemination of an
advertisement facilitates the delivery of information on products, services and campaigns to the
public. In the paper of Nooh, Khairi, Abdullah, & Shukor (2014), it is explained that advertisements
have helped in fostering a sense of togetherness among Malaysians. According to (Shariff, Sualman,
& Iraman 2013), well-produced advertisements that contain positive messages about tolerance
towards different cultures will help Malaysians realize that unity in Malaysia is an important value
in a diverse society. With the decline of the sense of unity among the younger generation in
Malaysia (Chang, 2016), it requires smart measures to cultivate a sense of belonging to the country
regardless of different races and increase tolerance for people of different cultures. Continued
competitiveness among multiracial people in Malaysia will affect the ongoing discomfort and
stagnant unity among Malaysians (Yeoh & Yeoh, 2019).
2.2 Cultural Values in Advertisements
According to Pollay (2012) because advertising plays an important role in the mass media, it is
important to portray cultural values in advertising that can foster respect for each other's culture
among the community in Malaysia. Therefore, advertising can also educate those who see the
advertisement about the importance of the value of unity. There are a few important values in
advertising such as morality, truthfulness, and social responsibility (Nwachukwu, Vitell, Gillbert &
Barnes, 1997; International Chamber of Commerce, 2011). The definitions of these values can be
found below:
I. According to the International Chamber of Commerce (2011), morality in advertising in
the use of texts such as witten and images and verbal expressions should not be contrary to
the moral principles of society. If the ad violates community standards, the ad may not be
published.
II. Truthfulness in advertising refers to the act of giving true information or facts (in exact
manner) about something (Kehinde, 2009) and,
III. Social responsibility in advertising focuses on not publishing anything that contains
discrimination, hatred, religion, sex, and demoralises human dignity (International
Chamber of Commerce, 2011).
In the context of this research, by applying these three values in cultural advertisements with the
specific aim of fostering tolerance and a spirit of unity, the optimal impact can be conveyed to the
audience. According to Wan Amizah, Chang Peng Kee and Jamaluddin Aziz (2009), in a diverse
Malaysian society, cultural elements in media publishing need to be well processed. This can be
seen through the implementation of various laws by the government to monitor media content in
577
Malaysia whether it is deemed to be a restriction by media publishers or vice versa (Jalli, 2016).
According to Amizah (2009), the government justifies the need to implement strict laws to ensure
the public is more aware of the difficulties of the law when failing to respect Malaysia’s
multicultural society
3.0 METHODOLOGY
The purpose of this video content analysis is to examine what is the positive message brought by
Petronas in this Hari Raya advertisement to the audience. This study uses a qualitative method of
document content analysis (Bogdan & Biklen 1998) in the form of video to explain the content of
communication (Merriam 2001). The researcher used a qualitative analysis of the video content of
the Petronas Raya advertisement.
The researcher obtained five video samples from Petronas' official Youtube. The data analyzed
were sourced from the author’s observations on five Petornas Raya advertisement videos, as well
as a literature review on good advertising studies from books, journals, digital media and the
researcher’s experience in reviewing advertisements that has been done before. Content analysis is
usually associated with qualitative research paradigm, content analysis can help researchers in
evaluating media content systematically (Rose, 2015). Below is a list of Petronas Raya advertising
videos analyzed by researchers.
No Title Year
1 Donut ke Karipap 2017
2 Misi Riuh Raya 2018
3 Rendang Soraya 2019
4 Antara Dua Jendela 2020
5 Syukur Raya 2021
4.0 ANALYSIS AND FINDINGS
4.1 Donut ke Karipap (2017)
4.1.1 Storyline
Donut ke Karipap tells the story of a boy named Hakim who began to learn to fast fully in
the month of Ramadan. Hakim's fasting journey is full of challenges because he is a strong
eater. While playing ball at school Hakim imagined the ball was a big donut because he
was too hungry to fast. Every time after school, Hakim would go to the karipap shop
opposite the school. The delicious -looking karipap made Hakim feel drooling. Hakim's
classmates, who are Chinese, Malays and Indians, supported him to fast completely.
4.1.2 The characters in Donut Ke Karipap
In this ad video, the main character is Hakim, a big-bodied boy who loves to eat and is
striving for a full fast during the month of Ramadan. The side characters are Hakim’s
578
multiracial friends, namely Joseph, Ah Keong, Arathi, and Anang. They were good friends
and also Hakim’s classmates who always supported and encouraged Hakim to fast.
4.1.4 The main values found in the Donut Ke Karipap
Through the content analysis of the Raya Donut ke Karipap advertisement video, the
researcher found that there are noble values in this advertisement video that can give a
positive message and a good example to the audience. Among the noble values found by
the researchers in Donut to Karipap are kindness, tolerance, respect, appreciation,
camaraderie and perseverance. For example, at minute 0:49, this scene shows the situation
in the classroom when class time is over, all the students stand up and thank their teacher.
At 3:02 minutes, Hakim gave the karipap he bought to a woman and her daughter who were
sitting on the side of the road. Hakim's generous attitude touched the feelings of his friends
who were watching him. The next example, at minute 1:21, this scene shows Hakim’s
friends encouraging Hakim to fast fully that day and they promise to fast with Hakim the
next day if Hakim succeeds in fasting that day.
Figure 1: Appreciate and respect - All students stand to thank their teacher
Figure 2: Loyal Friendship - They encouraged Hakim to fast that day and promised to fast with
him if he succeeded in fasting that day.
579
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