MARSIUM'21 COMP OF PAPER

Figure 3: Generous - Hakim gave the Karipap he bought to a woman and her daughter who were
sitting by the side of the road.

4.1.5 Marketing elements of Petronas brands that used in Donut ke Karipap



























Figure 4: Marketing elements used in Donut ke Karipap

Through content analysis of Donut ke Karipap, the researcher founds some marketing
elements about Petronas brands used in this web film. Figure 4, shows the marketing
elements in Donut ke Karipap. In this advertising video, the advertiser includes marketing
elements related to the Petronas brand such as Petronas petrol station, Petronas tanker
trailer, and Petronas gas. At 2:04 minutes, this scene shows a group of multiracial children
waiting for a bus at the bus stop located opposite the Petronas petrol station. The next scene
at minute 2:52 featured a Petronas tanker trailer passing a group of school students who
were watching their friend, Hakim who was buying karipap. Also, in the 2:58 minute, there
was a scene of a woman, a karipap seller who was frying karipap using Petronas gas.


4.2 Misi Riuh Raya (2018)

4.2.1 Storyline

Misi Riuh Raya tells the story of the challenge of five siblings who work together to make
a surprise return to their hometown for Hari Raya with their parents. Each sibling is given
a different task and mission to ensure that Hari Raya is complete with the whole family.







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The story of the excitement and challenge of returning to their village is very entertaining
and at the same time reflects the tradition of our society ahead of Hari Raya. The funniest
mission of their youngest brother is Poksu who had to put on a thick face carrying a
rhombus lamp that wrapped around his body to return to the village by train. Meanwhile,
the Makteh could hardly bring back the two large Rendang pots she had cooked on the bus.


4.2.2 The characters in Misi Riuh Raya

The Misi Riuh Raya features five main characters, namely, Pak Long, Mak Ngah, Pak Su,
Mak Lang, and Mak Teh who carry out a mission to bring Raya equipment to be taken
home. The mission was kept secret from the knowledge of both their parents because they
wanted to make a surprise to their parents in the village. Table 1 below shows the missions
of each characters:

Character name Mission
Pak Long Kawah Dodol
Mak Ngah Hari Raya Sofa

Pak Su Ketupat Lights
Mak Lang Hari Raya Clothes

Mak Teh Hari Raya Rendang
Table 1: The missions of each characters


4.2.3 The main values found in the Misi Riuh Raya

In Misi Riuh Raya, there are some noble values shown that can be used as a good example
to the audience. Among the noble values found by the researcher in this video
advertisement are cooperation, helping, and loving. For example, Pak Long, Mak Ngah,
Mak Lang, Mak Teh, and Pak Su work together to prepare for Raya in the village and each
of them provides Raya equipment according to the mission assigned. The value of helping
can be seen in the scene at minute 1:46, a boy helped Pak Su enter the train and at minute
2:27, Pak Long helped Mak Lang's husband lift the sofa to be placed in the house. At the
end of the ad video, the researcher could see the value of love between families when
grandma and grandpa were happy to see the return of their children and grandchildren, then
they ran to get grandpa and grandma to shake hands and hug to release longing.


























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Figure 5: A boy helped Pak Su enter the train



















Figure 6: Pak Long helped Mak Lang's husband lift the sofa


4.2.4 Marketing elements of Petronas brands that used in Misi Riuh Raya



























Figure 7: Marketing elements in “Misi Riuh Raya”. Clear shots of Petronas brands such
as Petronas green luggage, Petronas umbrella, and the petronas green colour of ‘baju
raya’.

Figure 7 shows the marketing elements of Petronas brands that the researcher found in this
advertisements video. In Misi Riuh Raya, advertisers incorporate marketing elements about
the Petronas brand to highlight the Petronas image and also to promote the Petronas brand
to the audience. Among the marketing elements found by the researchers as a result of
research on this advertising video is ‘Petronas green luggage’. This scene shows a woman,
Mak Teh, who wants to take a bus with some luggage and pots containing rendang to return
to the hometown to celebrate Hari Raya. The next marketing element is the ‘Petronas
umbrella’. The scene shows a woman holding a Petronas brand umbrella in the rain. At the
end of this advertisement video, there is also a marketing element, which is Petronas green
‘Hari Raya clothes’ worn by their families on the first Hari Raya. In this scene they are
getting ready to take family photos in the backyard.










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4.3 Rendang SoRaya (2019)

4.3.1 Storyline

Rendang SoRaya tells the story of a girl named Soraya, a Negeri Sembilan girl who is also
a trainee cook, who wants to produce meat rendang that is as delicious as her mother's
cooking. In the effort, Soraya returns to her hometown to celebrate Hari Raya and keep
track of the secrets of how her mother prepares rendang cooking. Soraya met people close
to her mother at the market to find out the secret of the ingredients that produce the rendang.
On the morning of Raya, Soraya cooked her mother's rendang recipe while imagining the
memories of cooking rendang with her mother's deceased.

4.3.2 The characters in c

Table 2 below shows the characters in the Rendang SoRaya advertisement. The main
character in this ad is Soraya, who is a chef from Negeri Sembilan. Other characters
involved in the success of this ad are Ros, Soraya's father, Pak Amran, Aunty Jayanthi,
Kumar, Uncle Chong, and Soraya's boss.


Character name Characters

Soraya A chef in a restaurant and originally from
Negeri Sembilan.


Ros Soraya’s mother
Soraya’s father A husband who misses his wife's cooking


Pak Amran A butcher in the market

Aunty Jayanthi A coconut milk seller in the market

Kumar Aunty Jayanthi’s son who likes to tease
Soraya
Uncle Chong A seller of asam keping in the market
Boss The owner of the restaurant where Soraya
works
Table 2: The characters in Rendang SoRaya


4.3.3 The main values found in the Rendang SoRaya

In Rendang SoRaya, there are some noble values that can be used as a good example to the
audience. Among the noble values that the researcher found from this advertisement were
generosity, friendliness, respect, and loving. For example, Uncle Chong generously gave
Gula Melaka for free to Soraya. Apart from that, Soraya was friendly and greeted the seller
in the market. Soraya also showed respect for the elders by greeting Pak Amran with
‘Assalamualaikum’. The longing of a son and father for his late wife and mother shows a
strong bond of love between the family


4.3.4 Marketing elements of Petronas brands that used in Rendang SoRaya







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As a result of the researcher's research on the Rendang SoRaya advertising video, the
researcher found two elements of Petronas brand marketing in this advertising video. At
1:02 minutes, this scene shows Soraya refueling a car at a Petronas petrol station. At 1:07
minutes, the scene featured Soraya's red car and a Petronas tanker trailer passing through a
village road on the edge of paddy fields. The marketing element of the Petronas brand
included in this advertisement is intended to highlight the image of Petronas and also to
promote Petronas to the audience. Apart from promoting the Petronas brand, this Petronas
advertisement also aims to convey a positive message to the audience in fostering the spirit
of unity and togetherness among the multiracial community in Malaysia
.















Figure 8: This scene shows Soraya refueling a car at a Petronas petrol station.


















Figure 9: The scene featured Soraya's red car and a Petronas tanker trailer passing through
a village road on the edge of paddy fields


4.4 Antara Dua Jendela (2020)

Antara Dua Jendela is the first animated Hari Raya advertisement released by Petronas.
The Petronas Raya Advertisement in 2017 is different from the Hari Raya advertisements
in previous years. The idea of a Hari Raya advertisement in the form of animation was
sparked when our country was hit by the Covid-19 pandemic and could not go out to
make the filming of the advertisement.

4.4.1 Storyline

Antara Dua Jendela is a love story between Uda and Dara. Uda is Pak Tam's house while
Dara is Mak Teh's house. This Raya advertisement tells the story of an old man known as
Pak Tam who lives alone at home because of his daughter, Syasya who works abroad. Pak
Tam lives in a village house and lives next door to Mak Teh.







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Every time Hari Raya arrives, Mak Teh's house is lively with children and grandchildren
who come home to celebrate Hari Raya. Mak Teh will prepare Raya food with her children
and grandchildren in the backyard. In contrast to Pak Tam, his house is not as lively as Mak
Teh's house because Pak Tam does not have many children. Furthermore, his daughter,
Syasya rarely returns home to celebrate Hari Raya in the village due to the demands of his
job as a doctor. Every year, Mak Teh would greet Pak Tam who was watching them from
the window and Mak Teh would ask for sugar from Pak Tam.

The sad story between Pak Tam and Mak Teh began on Hari Raya in 2020 when they had
to celebrate Hari Raya alone because their childrens could not go home to celebrate Hari
Raya in the village. The children of Pak Tam and Mak Teh were unable to return to the
village due to the Movement Control Order as a result of the Covid-19 pandemic which did
not allow them to cross the state.


4.4.2 The characters in Antara Dua Jendela

Table 3 below shows the characters in Antara Dua Jendela. The main characters in this
video ads are Pak Tam and Mak Teh. Uda and Dara also the main characters which holds
the character as the Pak Tam’s house and Mak Teh’s house. Both of them are fall in love
each other.

Character name Characteristics
Uda Pak Tam’s house

Dara Mak Teh’s house

Pak Tam Father to Syasya and neighbor to Mak
Teh. A fierce person


Mak Teh Fadzli's mother and neighbor to Pak Tam.
A friendly person

Syasya Pak Tam’s daughter and work as a doctor
Fadzli Mak Teh’s son and Petronas company
employees working in the middle of the
sea.

Table 3: The characters in Antara Dua Jendela


4.4.3 The main values found in the Antara Dua Jendela

In this advertising video, the researcher finds some noble values that can serve as a good
example to the audience. One of the pure values found from Antara Dua Jendela is the
nature of love. For example, the love between father and son. Referring to the advertisement
video at minute 0:40, this scene shows Syasya forgiving on the morning of Hari Raya with
his father, Pak Tam. Next, the noble value that was also found by the researcher was to
work together. In the video of this advertisement, which is at the 1:06 minute, it shows the
Mak Teh family working together to prepare Raya food in the backyard.









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Figure 10: This scene shows Syasya forgiving on the morning of Hari Raya with his
father, Pak Tam
















Figure 11: it shows the Mak Teh family working together to prepare Raya food in the
backyard.


4.4.4 Marketing elements of Petronas brands that used in Antara Dua Jendela

Based on the author's research in this advertising video, the author found some marketing
elements used by advertisers to promote the Petronas brand to the audience. At the 1:07
minute, there is a marketing element used which is ‘Petronas gas’. In this scene, Mak Teh
and her children are cooking rendang and lemang in the yard. Next, the researcher found
an element of marketing at the 2:59 minute, this scene shows Mak Teh looking at a picture
of his son on Instagram wearing a ‘Petronas uniform’. The next marketing element is at the
4:13 minute in this ad video showing Fadzli wearing a ‘Petronas uniform’ and Syasya is
making a video call.
















Figure 12: Marketing element of Petronas brand in the scene is Petronas gas















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Figure 13: The picture of Mak Teh's son working with Petronas

















Figure 14: Fadzli is wearing Petronas uniform


4.5 Syukur Raya (2021)

4.5.1 Storyline

It is a story of kindness and gratitude that is told in an entertaining way. Syukur Raya is
narrated in the form of a song by a tekukur bird named Syuk-kur, a combination of the
names ‘syukur’ and ‘tekukur’. The bird is a witness to everything that happens in Taman
Bawang, which is the neighborhood in this Webfilm. It tells the story of its main character,
Poji who misses his hometown and is unable to return home due to work commitments so
he imagines his fierce neighbor, Mak Jah as his own mother. Having to sacrifice the
celebration without the family due to work commitments, Poji and his housemates 'had to'
be grateful for the lackluster response. This changed when Mak Jah made a surprise by
sharing the rendang she cooked, and the matter changed into a nature of togetherness in
society. Due to the Covid-19 pandemic season, Mak Jah sent rendang to the neighbors by
keeping a distance and not in contact.

4.5.2 The characters in Syukur Raya

The main character in Syukur Raya is Poji who works as a Joom Mamam rider. Poji lives
in the neighborhood and lives next door to a fierce but loving old woman named Mak Jah.
Mak Jah is good at cooking rendang and loves to cook for her neighbors. In this
advertisement, there is a ‘tekukur’ bird named Syuk-kur who is also one of the main
characters. Syuk-kur witnessed all that was happening in the neighborhood and told the
story of what happened with a song. The side characters are Poji's friends who live in the
same house as him. Poji's friends are also Rider Joom Mamam. Next, the kind-hearted Poji
neighbors.









587

4.5.3 The main values found in the Syukur Raya

In Syukur Raya, the author discovers some noble values that can send a positive message
to the audience. Among the noble values contained in Syukur Raya are helping each other,
sincerity, generosity, the spirit of neighborliness, appreciation, and mutual forgiveness.

For example, Poji helped Mak Jah get gas because Mak Jah ran out of gas to cook rendang.
Moreover, the researcher can see the generous value in this advertisement when Mak Jah
cooks rendang to give to her neighbors. Next value is the researcher can see when Poji
appreciated the rendang gift from Mak Jah by thanking her. The researcher can also see the
strong neighborhood spirit in Taman Bawang. They respect each other, help each other and
forgive each other. Neighbors have a variety of behavior. As Mak Jah said in Syukur Raya,
“We’re neighbors, of course there are ups and downs, like a family. We need to forgive
each other because neighbors are like family.


















Figure 15: Poji helped Mak Jah get gas because Mak Jah ran out of gas to cook rendang


















Figure 16: Mak Jah give rendang to her neighbours


















Figure 17: Poji appreciated the rendang gift from Mak Jah by thanking her







588

4.5.4 Marketing elements of Petronas brands that used in Syukur Raya

In this Raya advertisement video, there are also marketing elements of the Petronas brand.
The purpose of the marketing element embedded in the video content is to promote the
Petronas brand to the audience. Among the marketing elements of the Petronas brand in
this advertisement are Petronas gas, Petronas green color ‘tekukur’ bird shirt, Poji house
gate, Mak Jah Raya clothe, duit raya envelope at Mak Jah's house is also Petronas green
color. The last one is the ‘petronasCNY2021’ shirt worn by Poji’s neighbors.


5.0 CONCLUSION

According to Aziz, Azlan, & Ahmad (2011), advertising not only serves as a marketing tool for
consumer products but also as a promotional supporter. The researcher concluded that the Petronas
Hari Raya advertisement portrayed the plural Malaysian society as a less individualistic community
where they care about each other and crave good relations with each other. Virtuous values such as
helpfulness, generosity, respect, appreciation, and love that can set a good example to the audience
are found in most of the Hari Raya advertisements studied.

In addition, the researchers also found that Petronas Hari Raya advertisements promote community
values such as being friendly, respecting neighbors and caring for neighbors. As a result of the
researcher's research, the Petronas Hari Raya advertisement has many values of goodness,
togetherness, and unity that can be used as a good example to the audience. Petronas advertisements
can foster a spirit of unity and togetherness among the community in Malaysia.

Apart from that, advertisers also insert Petronas brand marketing elements in Hari Raya advertising
videos such as petronas petrol stations, Petronas Gas, Petronas tanker trailers and others. The aim
is to promote the Petronas brand to the public. No wonder Petronas is Malaysia's number one choice
because its marketing strategy is very effective. Every year, Petronas Hari Raya advertisements get
a high number of views because Petronas always brings video advertisements that are close to the
soul of the community.

This study can be concluded that, advertising is not only to promote the product brand but also can
promote the values of goodness to society. The storyline in the advertisement that is close to the
soul of the community can have a big impact on the brand image of a business. When you succeed
in producing ads that are well -received by the public, your brand will be better known and be
mentioned by the public.

Now, with the availability of various media, especially those powered by the Internet, advertisers
need to be more proactive in attracting the attention of the audience. Creative skills, mastering the
art of knowing ‘what sells’ and understanding Malaysian society are important in creating works of
art that are relevant to the multiracial culture and society in malaysia.



















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PRESENTATION

FINAL YEAR PROJECT JAN 2022

AHIBS UTM SKUDAI


FACTORS E-SERVICE OF ONLINE BANKING AND ITS INFLUENCES THE CUSTOMER
SATISFACTION AMONG JOHOR CONSUMERS: THE CASE OF BANK ISLAM MALAYSIA
BERHAD (BIMB)


NUR FAZIRA BINTI AZMAN, DR ADAVIAH BINTI MAS’OD
Azman Hashim International Business School, Universiti Teknologi Malaysia, Johor Bahru
[email protected] & [email protected]

Abstrak
Pada zaman ini, pelanggan sangat menyokong inovasi teknologi, terutamanya semasa pandemik Covid-19. Hal ini demikian, ,mereka ini
mempunyai kepercayaan yang lebih tinggi terhadap perbankan dalam talian. Menurut Rahmath dan Hema, 2010, perbankan dalam talian
merujuk kepada perniagaan yang menggunakan teknologi komputer untuk menyampaikan perkhidmatan yang kompetitif kepada pelanggan
untuk memajukan sektor kewangan. Dalam kajian ini, saya menggunakan kaedah soal selidik untuk mengumpul data daripada responden.
Terdapat 165 set soal selidik tinjauan yang terdiri daripada 33 soalan direka bentuk, disebarkan dan dikumpul daripada responden untuk
pengguna perbankan dalam talian yang disediakan oleh Bank Islam Malaysia Berhad (BIMB). Seterusnya, untuk membangunkan hasil
penyelidikan ini, hasil analisis statistik dianalisis dengan menggunakan perisian Statistical Package for the Social Sciences (SPSS) versi 26.
Ujian multikolineariti melalui Variance Inflation Factor (VIF), Regresi Linear Berganda, dan P-value dan ujian nilai pekali merupakan
beberapa teknik yang digunakan untuk menilai hipotesis yang dinyatakan dalam kajian ini. Justeru itu, objektif utama kajian ini adalah untuk
melihat hubungan yang signifikan secara positif antara pembolehubah bebas iaitu, Privasi & Keselamatan, Kebolehpercayaan, Responsif,
Organisasi Laman dan Kecekapan terhadap pembolehubah bersandar iaitu Kepuasan Pelanggan terhadap E- perkhidmatan perbankan dalam
talian yang disediakan oleh Bank Islam. Malaysia Berhad (BIMB).
Kata kunci: Perbankkan dalam talian, kualiti e-perkhidmatan, Kepuasan pelanggan, Bank Islam Malaysia Berhad
Abstract
In this day and age, customers who are highly supportive of technological innovations, particularly during this pandemic Covid-19 have a
higher belief in online banking. According to Rahmath and Hema, 2010, online banking refers to businesses that use computer technology
to deliver competitive services to customers to advance the financial sector. In this research, I used the questionnaire method to collect the
data from the respondents. There are 165 sets of survey questionnaires which consist of 33 questions are designed, disseminated, and
collected from the respondents for online banking users which are provided by Bank Islam Malaysia Berhad (BIMB). Next, to develop result
of this research, the result of statistical analyses is analyzed by using Statistical Package for the Social Sciences (SPSS) software version 26.
Multicollinearity test via Variance Inflation Factor (VIF), Multiple Linear Regression, and P-value and coefficient value test are some of
the techniques used to assess the hypotheses stated in this study. Hence, the main objective of this research is to observe the positively
significant relationship between of independent variables namely, Privacy & Security, Reliability, Responsiveness, Site organization and
Efficiency towards dependent variable which is Customers Satisfaction on E-service online banking provided by Bank Islam Malaysia Berhad
(BIMB).
Keywords: Online banking, e-service quality, customer satisfactions, Bank Islam Malaysia Berhad
■ 1.0 INTRODUCTION
According to a financial services staff reporter, 2021, mobile banking applications are increasingly becoming the focus with
technology-savvy consumers wanting financial services that can be accessed at any time and location. Consumers, especially the
younger generation, want their banking transactions through applications such as checking account balances, the facility to make online
payments or topping up prepaid devices, to be implemented easily and securely. In addition, more parties are more comfortable
conducting their banking transactions online due to the implementation of Covid-19 transmission prevention measures by the
authorities, which also include general movement control. The GO by Bank Islam banking application aims to meet all the banking
needs of today's consumers. (Singapore Business review, 2021). By referring to a survey taken in 2020 as to determine the percentage
of Internet users that use online banking in Malaysia, it shows more than 63.8% of respondents use online banking. This represents a
15% increase over the results from 2021. Asian customers are rapidly adopting internet banking services (Barquin and HV, 2015).
This is due to Asian customers increasingly trust and are satisfied with online banking services (Barquin and HV, 2015). In addition,
the usage, and subscribers for mobile banking as well as internet banking have also slightly increased in recent months during this
pandemic Covid-19 (Goh, 2020). To back up this claim, by referring data from Bank Negara Malaysia (BNM) shows that the increase
is faster than during the Covid-19 lockdown period, when the number of internet banking individual users increased to
33.6 million in July 2020, up from 30.8 million in January 2020. In addition, there is 9% growth, compared to 3% for the same











591

592 Nur Fazira & Dr Adaviah (2022)

seven-month period in 2019. Meanwhile, the internet banking penetration rate to population increased to 107.4 %, up from 92.8 % in
July 2019 and 88.2 % in July 2018. (Goh,2020). Online banking saves money and provides a wide range of benefits for banks and
their clients by enhancing and increasing consumer satisfaction. On the other hand, in the highly competitive banking industry, it is a
vital instrument (Yang, 2019). Bank Islam Malaysia Berhad (BIMB) was established on July 1, 2001, and this banking service is
actively working on a digital platform. Bank Islam has declared that it will deliver internet banking capabilities to potential customers
for an electronic banking service by the end of the year. Apart from that, due to increased internet penetration, online banking at Bank
Islam Malaysia Berhad (BIMB) has grown significantly. Based on information received from Romina as general manager of the e-
channel department of BIMB, this current pandemic situation adoption online payment and banking services through BIMB increased
by more than 200%. Even though Malaysians adopt the Internet in relatively small numbers compared to other countries, Malaysian
banks should not be left behind by technological improvements. Bank Islam must fully utilize the Internet to increase efficiency and
profitability in the face of global competition.

■ 1.1 BACKGROUND OF BANK ISLAM

Bank Islam Malaysia Berhad (BIMB) is known as Malaysia’s first shariah banking institution. It has always been at the forefront of
Islamic banking development. Furthermore, it provides technical guidance for the building of numerous Islamic institutions throughout
Asia. Aside from that, in 1983, this bank formed a company to assist Malaysia's Muslim population with their financial needs.
(Bankislam.biz, 2017). They now provide approximately 70 new Islamic banking products and services in the city. Besides that, BIMB
offer their product to individual consumers such as savings, investments, and traditional financing. At the same time, wealth
management, capital markets, and microfinance are also services they offer. With over 144 branches and over 1,000 self- service
terminals nationwide, Bank Islam is currently Malaysia's largest Islamic banking network. On the other hands, BIMB has a desire to
become a global leader in the Islamic banking business, and one of its missions is to constantly develop and provide financial solutions
while providing shareholders with affordable profits and have a secure workplace. In addition, the name GO by Bank Islam was chosen
because the application is agile to complete the customer's banking business. Since its introduction in 2019, GO by Bank Islam has
received a good response with registration so far reaching 750,000 people. About 70% of them are active users. GO by Bank Islam
users are generally young people under 30 years old. They represent 60% of the total number of users who registered under this app.
This number is in line with their target segment, which is a new generation that is more skilled at technology as well as being the first
consumer of every new technology introduced in the market as he said. Despite its slightly late presence, GO by Bank Islam is very
aggressive in establishing partnerships with partners to introduce the latest facilities to be able to compete with offers from other
banks. Starting with basic features such as fund transfers and bill payments, the GO by Bank Islam facility has been improved to also
support dealings with Lembaga Tabung Haji (TH), DuitNow facilities, JomPay and the Sadaqa House public funding platform, which
allows consumers to contribute to the less fortunate through Bank Islam's appointed Implementing Partner. The uniqueness of GO by
Bank Islam is compared to offering Shariah-compliant services digitally in line with the current needs of customers. (Singapore
Business review, 2021)

■ 1.2 BACKGROUND OF THE PROBLEM

The consumers of commercial banks in Malaysia still have a lack of information about specific Islamic products. According to this
survey, Bank Islam offers its products and services, causing misunderstandings among Muslims and non-Muslims (Heinonen, K.,
2015). The first issue that BIMB had face in marketing issues which they have limitation on selling their products and offering
services to clients. This is due when most of bank branches are required to close temporarily or operate with limited counter services
and reduced operating hour regarding the requirement for social distancing measures and other standard operating procedures (SOP)
during the MCO in Malaysia. For instance, one of the conditions is they must operate from 9.30 a.m. to 3 p.m. during the MCO period.
Since people are afraid of going to banks since the Malaysian government does not encourage individuals to go outside during the
Pandemic COVID-19. Furthermore, banks also did not entertain for customers who make loan applications even though for online
submission. Thus, we can see banks had a tough time reaching out to their clients and providing products and services in pandemic
time.
The second issue that BIMB is dealing with users which they are complaining about a lack of system security and risk
management when it comes to online banking. As far as concerned, security has also been identified as one of the most important
factors that act as obstacles to internet banking. According to Haque (2019), customers will be inclined to using e-banking if they have
had problems with transaction security and poor service quality. In terms of security, consumers rated the Bank Islam Go Mobile Apps
based on biometric login availability, security levels, ease of resetting passwords and usernames, and escalation of fraud or theft via
the app. Even though, the Apps have a strong security system and biometric authentication. However, it needs to step up its protection
and educational efforts. Those without a login system or insufficient security measures to assure users' safe use of the apps were given
a low score of 1-2. (CompareHero.my,2019). Customers are only willing to set aside traditional banking and switch to online banking
if they believe the online experience is more secure and safe. Many customers still consider internet banking to be riskier than
traditional banking. (Speece, 2013)
Next, the third issues facing by BIMB about their online banking is about the poor layout and design offer to the user when
customer had experience used it. The worst thing is Bank Islam application is always get compared with other’s bank application.
By referring on CompareHero.my (2019), Go Mobile Apps get lower score of 2 due to not clear and ineffective design that turndown
the user's experience. The layout of the app should also grab the user's attention while not being too complicated. However, there are
still certain areas that might be improved, such as updating to the most recent user interface (UI) and possibly adding more colors or
images. Apps with a score of 1-2 had a layout that had not been changed or was not up to be part with the other apps in the

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marketplace. In short, most on the Go Mobile Apps needed to be updated in terms of color, fonts, menu structure, and visibility. (Bank
Islam Biz, 2020)













Figure 1.0
Source by CompareHero.my 2020 Mobile Banking Apps Awards

After that, the fourth issues towards BIMB there is misunderstanding between the users and banks which there are many people
assume this bank only for Muslim, but the fact is also open to all. Bank Islam has a small user base where majority of their user are
Muslim compared to non-Muslim because of confusing about the terms of “Islamic Concept” and based on Shariah principle as stated
by Romina as the General Manager of E-channel Department. In this study, there are several issues need to figure out. Is it true that
Johor people's lack of trust in online banking security limits them from using Bank Islam's online banking services? Do many Johor
residents believe the user interface of Bank Islam's online banking services to be hard to navigate? Is the quality of Bank Islam's
online banking services so terrible that it discourages consumers from using them? Hence, all the above concerns will be investigated
in this study to determine the factors of e-service quality online banking that influence customer satisfaction by Bank Islam Malaysia
Berhad (BIMB) among Johor consumers.

1.3 RESEARCH QUESTIONS

The research was carried out to identify the factors that influence the e-service quality of online banking and customer satisfaction at
Bank Islam Malaysia Berhad (BIMB) in Johor. The research aims to provide answers to the following questions:

RQ1: How the Privacy & Security responds on customer satisfaction level towards online banking?
RQ2: How the Reliability responds on customer satisfaction level towards online banking?
RQ3: How the Responsiveness responds on customer satisfaction level towards online banking?
RQ4: How the Site organization responds on customer satisfaction level towards online banking?
RQ5: How the efficiency responds on customer satisfaction level towards online banking?

1.4 RESEARCH OBJECTIVES
The overall goal of this research is to determine the elements of e-service quality that influence customer satisfaction with Bank Islam
Malaysia Berhad's online banking service (BIMB). The following are the primary goals:

RO1: To observe the positively significant relationship between of Privacy & Security and Customer satisfaction level towards e-
service quality of online banking.
RO2: To observe the positively significant relationship between of Reliability and Customer satisfaction level towards e-service
quality of online banking.
RO3: To observe the positively significant relationship between of Responsiveness and Customer satisfaction level towards e-service
quality of online banking.
RO4: To observe the positively significant relationship between of Site organization and Customer satisfaction level towards e-service
quality of online banking.
RO5: To observe the positively significant relationship between of Efficiency and Customer satisfaction level towards e-service
quality of online banking.

■ 2.0 LITERATURE REVIEW

2.1 ONLINE BANKING

Online banking has transformed the face of banking and resulted in a huge revolution in the industry (Damghanian, 2016).
Moreover, it also offers an online trading platform that can be used to support a variety of e-commerce applications, including
online shopping, online payment, online stock trading, and online auctions. Rani Veena (2018) discovered that E-banking could
transform banking to provides several benefits that traditional banking does not provide. E-banking helps to save time by reducing
the amount of time customers spend on financial transactions. The internet banking system is not only advantageous to the bank,
but it will also suit the needs of customers in the longer term. When compared to traditional banking, online banking


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has its own set of features. For example, online banking allows users to do a wide range of banking transactions at any time and
at a cheap cost (Amin, 2016). On the other hand, the internet allows consumers to choose better and more alternatives, which
indicates that users will be less loyal to certain financial institutions, resulting in strong competition and challenges (Zhang, 2016).
Therefore, managing and strengthening client relationships is more important to bank and other financial institutions than creating
long-term customer relationships. This finding was also supported by Chiu, (2017) in his study, which found that the internet
provides a quick delivery channel through which client banking services may be given more conveniently and affordably. Many
people claim that e-banking has improved greatly since the cost of processing transactions has been substantially decreased,
payment efficiency has increased, financial services have improved, and banker-customer relationships have improved (AlKailani,
2016).

2.2 CUSTOMER SATISFACTION

Customer satisfaction is crucial to the success of the service industry (Rew, 2020). According to Tseng (2019), customer satisfaction
is a key element of a company's performance, and it is also necessary to identify these contributing elements. Therefore, customer
management is important in satisfying the different needs of both customers and businesses (Yi and Nataraajan, 2018). Furthermore,
one of the most crucial strategic factors of every business is customer satisfaction. This is because any business's main source of
revenue is its consumers (Rehman and Khattak, 2010). Based on the perspective of modern marketing, the ability to meet consumer
wants and satisfaction is essential to a company's sustainability. In addition, to achieve their objectives, financial institutions are
aiming to improve customer satisfaction by boosting the performance of services and products (Ahmed and Rehaman, 2010). As
stated by Kotler and Keller, (2013), customer satisfaction is a person's emotion of happiness or disappointment when comparing the
perceived performance or result of a product to their expectations. To add on, customer satisfaction is related to the performance of
the services given (Asnawiet, 2019). If a customer's impression of a product's or service's performance is higher than predicted, it
will result in a positive consequence, which can lead to a strong and long-term relationship. On the other hand, perceptions of poor
performance can lead to negative denials, which can lead to failed relationships and negative recommendations to others. Mihlis
(2011) pointed out that bank customer satisfaction is mostly determined by the convenience and behavior of bank workers, as well
as the types of products and services offered.

2.3 THEORETICAL FRAMEWORK & HYPOTHESIS DEVELOPMENT

2.3.1 E-SERVICE QUALITY

The discrepancy between the customer's expectations of the service and their impression of the service's delivery is described as
e-service quality. E-SERVQUAL is an electronic service quality measuring method or model that measures the gap between
customer expectations and experience. Tjiptono and Chandra (2019) identified numerous gaps in the idea of e-service quality
that need to be investigated and addressed, including the design gap, information gap, fulfilment gap, and information gap. The
term of information gap refers to the gap between consumer needs and business management's ability to address those wants. If
the firm or service provider is unable to deliver and apply all knowledge regarding the features that customers expect in the intended
website function, a design gap will develop. The staff's communication skills in handling information, comprehending products,
and providing answers to consumer concerns are examples of the communication gap. The fulfilment gap indicates the overall gap
between customer requirements and consumer experiences.

2.3.1.1 RELATIONSHIP BETWEEN PRIVACY & SECURITY AND CUSTOMER SATISFACTION
Security may be defined as a sort of protection that ensures the safety of customers and prevents hackers from violating
their privacy (Dixit and Datta, 2010). In the meantime, customers' privacy is a major concern, as they strive to secure
their personal and financial information when conducting financial transactions through online banking (Goh, 2016). Other
than that, Jalil, Talukder, and Rahman (2014) also pointed out that the security of online banking systems is always the
greatest concern for customers. Customers in the banking sector may be disappointed if the security provided for online
fund transfers is poor. Most online banking customers report that secure financial transactions are crucial to them since
their main consideration is the protection of their money in the banks (Ndubisi, Sinti, and Fatima, 2011). Furthermore,
Ahmad and Al-Zu'bi (2011) showed that security and privacy had a beneficial impact on consumer satisfaction. Users'
involvement in online money and personal information transfers is strongly influenced by their level of trust. It is often
said that customers can build a long-term relationship with their bank if they trust the firm's privacy protection. According
to Hernandez and Mazzon (2017), many bank customers, particularly those who use online banking services, are concerned
about privacy and security to improve customer satisfaction. Customers would be less likely to apply for and use online
banking if there was a lack of privacy and security (Chen and Barnes, 2017). To back up this claim, data shows that privacy
and security are vital aspects in guaranteeing customers' satisfaction with online banking. As a result, it is generally said
that privacy and security (PRISE) have a positive influence on customer satisfaction in online banking systems.

H1: Privacy & Security has positively significant relationship with customer satisfaction towards online banking.







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2.3.1.2 RELATIONSHIP BETWEEN RELIABITY AND CUSTOMER SATISFACTION
Reliability (RELI) is an important feature of the e-service quality dimension in online banking. Reliability is defined as the
capacity to deliver the promised service consistently and effectively. According to Zeithamle (2015), some studies discovered
that reliability rating had the greatest impact on customer satisfaction. On the other hand, it includes two concepts, which are
dependability and performance consistency. Saha and Zaha (2016) stated that, reliability also involves keeping promises in
areas like proper recordkeeping, billing accuracy, and providing services within a reasonable time frame. Gorder (2012) also
looked at reliability as the most important element for customers to consider when evaluating e- service quality to boost
customer satisfaction. Customers should be particularly concerned about the reliability of new technologies as mentioned by
Zeithaml and Bitner (2018), because they may be connected to threats such as technical breakdowns (Shamdasani, 2018).
Many consumers will rely only on the internet banking system rather than visiting a bank office (Bose and Sarker, 2012).
Finally, in his research by Weijters, (2015) showed that reliability and accuracy are sufficient criteria for evaluating
technology-related services. This is because most studies suggest that reliability has an impact on customer satisfaction with
online banking. As a result, the following reliability hypothesis was developed.

H2: Reliability has positively significant relationship with customer satisfaction towards online banking.

2.3.1.3 RELATIONSHIP BETWEEN RESPONSIVENESS AND CUSTOMER SATISFACTION
Customers are particularly interested in the higher speed for services they are being offered, which may significantly boost
customer satisfaction when using online banking in their daily lives (The Wall Street Journal, 2011). To back up this claim,
several studies have shown that customers who have been using online banking system services overestimate service
processing time (Hornik 2010). Customers prefer to be served quickly in some cases (Young, 2017). Employees' willingness
or readiness to give service also falls under the category of responsiveness. It involves a variety of time- honored services,
such as sending transaction slips instantly, contacting customers, and providing prompt feedback. Based on this study, this
element is thought to have an impact on customer satisfaction with online banking. This is because all research suggests that
responsiveness is important in ensuring customers' satisfaction with online banking. As a result, responsiveness (RESP) has
a positive impact on customer satisfaction in online banking systems.

H3: Responsiveness has positively significant relationship with customer satisfaction towards online banking.

2.3.1.4 RELATIONSHIP BETWEEN SITE ORGANIZATION AND CUSTOMER SATISFACTION
Brown (2021) found that the design of the site organization is the first impression that users perceive. Therefore, the site
organization design should be visually consistent with the rest of the site for users to view. Other than that, Cronin (2012)
pointed out site organization is one of the most essential factors influencing consumer satisfaction ratings. According to the
research, a higher level of online banking service will have a great impact on customer satisfaction and may decrease the
chances that the customer will leave the bank's website. In addition, Jayawardhena and Foley (2020) discovered that elements
of site organization in online banking, such as web sites, the number of clicks required to access what the consumer needs,
and the amount of information provided, are vital for enhancing customer satisfaction. According to Selvakumar (2015), site
organization is a main factor in the banking business. In summary, it is hypothesized in this study that site organization
(SIOR) is positively related to customer satisfaction with online banking.

H4: Site Organization has positively significant relationship with customer satisfaction towards online banking.

2.3.1.5 RELATIONSHIP BETWEEN EFFICIENCY AND CUSTOMER SATISFACTION
Efficiency refers to the number of transactions performed by a user while using an online banking system to conduct their
own transactions. According to Kheng (2010), when a user's maximum needs are met completely and efficiently, the user is
inclined to become satisfied and loyal to the cyber-banking service they have chosen. Aside from that, the banking service's
internet systems must be more efficient to improve consumer satisfaction. In short, when customers' transactions are handled
efficiently and quickly every time, they become more loyal and satisfied. Besides that, Amin (2016) said that efficiency is
the most essential element among others that has a direct impact on customer satisfaction. Furthermore, efficiency is the
most important determinant in the banking sector, especially in evaluating customer satisfaction, to retain and maintain
average customer retention, and poor service quality would lead to customer dissatisfaction (Selvakumar, 2015). In short,
this research has been hypothesized that efficiency (EFFE) is positively related to the customers’ satisfaction on online
banking.

H5: Efficiency has positively significant relationship with customer satisfaction towards online banking.










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2.3.2 RESEARCH FRAMEWORK MODEL

INDEPENDENT VARIABLES

PRIVACY & SECURITY DEPENDENT VARIABLE
H1

RELIABILITY H2
FACTORS OF E-
RESPONSIVENESS H3 SERVICE QUALITY CUSTOMER
H4 OF ONLINE BANKING SATISFACTION

SITE ORGANIZATION H5


EFFICIENCY

Source from Raza, S.A (2020) “Internet banking service quality, e customer satisfaction and loyalty: the modified
e-SERQUAL model”, The TQM Journal, Vol.32 No.6, pp.1443-1466.

Figure 1.1: Research framework for the factors of e-service quality of online banking influence customer
satisfaction among Johor consumers at Bank Islam Malaysia Berhad (BIMB).

Figure 1.1 shows the research framework of this research. By understanding the factors of e-service quality in online
banking is intended to influence customer satisfaction. Thus, the conceptual model has been constructed based on
previous studies about online banking and customer satisfaction. The function is to test the relationships between an
independent variable and a dependent variable for academic purposes. This study focuses on the quality of online
banking services and customer satisfaction among Johor consumers who use online banking provided by Bank Islam
Malaysia Berhad (BIMB).


■ 3.0 RESEARCH METHODOLOGY

3.1 RESEARCH DESIGN

In this study, the research design serves as a tool for obtaining data and precise information to satisfy the study's objectives. The
study design is a framework for the study that is constructed by gathering and examining data and information based on the study's
questions and objectives (Borges, 2017). First and foremost, as the basis of the study design, this research began with the collecting
of information about the study's topic. Aside from that, all reference materials are gathered from reference books, electronic
journals, previous research, and online studies. The collecting information also gets advice from the supervisor and has briefly
discussion with the person in charge of the Bank of Islam Malaysia Berhad (BIMB). This research begins with the identification
of the problem and continues with the use of reference materials such as journals and articles. Following that, data is gathered from
all responders via an online questionnaire Google form, followed by data analysis, interpretation, and finally a recommendation
and findings.

3.2 QUANTITATIVE RESEARCH
The researcher should create a set of questionnaires as a research tool to collect data and information from respondents. To gather
information for this study, the researcher just uses only one method which the questionnaire being distributed through online Google
Forms. Since at that time, people are less inclined to engage in physical touch because of the COVID-19 endemic. This method
also more dependable and effective. As a result, the questionnaire was not distributed manually. To be informed, the five- point
Likert scale is being applied to evaluate the strength of an answer from the respondents. According to Pritha. B (2020), a Likert
scale is a rating scale used to examine ideas, attitudes, or behaviors. As a result, the researcher applied a five-point Likert scale to
analyze five levels of agreement in this study: "Strongly agree," "Agree," "Neutral," "Disagree," and "Strongly disagree."









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3.3 SAMPLING DESIGN

3.3.1 FOCUS POPULATION AND SAMPLE

In this research, respondents who used online banking by Bank Islam Malaysia Berhad (BIMB) among Johor consumers are the
main study's target group. The researcher planned to apply Hair et al (2017) calculation concept to determine the number of
samples. The minimum sample size required is five times the size of the research indicators, with a 5:1 ratio being chosen. It also
briefly explained that the greater the number of samples collected, the more accurate the data will be. Hair et al. (2010) also
pointed out that the minimum sample size should be 100. Therefore, in this research, there are 33 indicators are used. 33 indicators
are including Section A comprises for Demographic (8 items), Section B: Independent Variables (20 items) and Section C:
Dependent Variables (5 items). Therefore, the size sampling for this research is:
5 x 33 = 165 respondents
Thus, the sampling size for this research is 165 respondents.

3.3.2 SAMPLING SIZE TECHNIQUE
In this study, the questionnaire distribution technique was applied as a sampling strategy. According to researchers, this
methodology makes questionnaire distribution more effective and efficient method to gather data from respondents. The
respondents for this study were selected by using a purposive sample method from the Johor population. This methodology is
categorized as a non-probability sampling method since the elements picked for the sample are chosen created by researcher's
judgements. Furthermore, this strategy is relatively easy to implement. Purposive sampling is also a frequent strategy used by
researchers since it is cost-effective rather than to other sample methods. In a nutshell, the questionnaire distribution method
encourages researcher collecting data while also allowing for unbiased sample selection. As a result, the researcher feels that by
using the questionnaire distribution approach, they will be able to complete their study on time and with an efficient and accurate
data analysis.

3.3.3 SIZE OF SAMPLING

By using sample size, the researcher can understand a group of participants picked from the public and believed to be
representative of the real population for that study. According to information gathered, Johor's total population in 2021 was
3,794,000 people. The researcher applied the Hair et al. (2010) idea in this investigation, which recommends that a minimum
sample size of 100 should be used. As a result, the study's goal sample size is 165 respondents. Hence, there are 165 sets of
surveys being given to respondents in Johor area who use BIMB's online banking via WhatsApp and Facebook in a community
place group using a Google form link.

3.4 DATA COLLECTION METHOD
3.4.1 PRIMARY DATA
This study of questionnaire was collected using an online Google form and a purposive sampling method. This survey
questionnaire will be sent to people of various ages, genders, educational levels, monthly incomes or pocket money, online
banking experience, and frequency of online banking to acquire data. Following that, the original data is translated into statistics
using statistical software to generate a summary of the data.

3.4.2 SURVEY METHOD
In this study, the survey was distributed using an online Google form link to different WhatsApp groups and a Facebook with
posting at community page in Johor. Due to government directives, this questionnaire will only be conducted on a digital
platform due to the COVID-19 pandemic. Along these lines, it refers to a tool, strategy, or approach that researcher might apply
to seek data in research by asking a chosen group of people (Formplus, 2018). In short, the survey method questionnaires in
online were used instead of in manual. It generally enables respondents and the researcher conducting the study to share
information. The researcher can also implement this survey to get information from a large sample size or research population.
Furthermore, this survey contributes to the improvement of the validity and accuracy of study findings. To be clear, the cost
of conducting a survey is often lower than the cost of other research methods, and it is a quick and easy way for the researcher
to collect data.

3.5 RESEARCH INSTRUMENT

A research instrument is a tool for collecting, evaluating, and analyzing data from study participants. A questionnaire via an online
Google form is the commonly useful tools that researcher can get to obtain data from the respondents in this study. The questions can
be used to collect statistical and personal data from the respondents. It may help the researcher while conducting this study. At the
same time, it can guide the researcher in conducting the research more accurately, efficiently, and affordably than other procedures.






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Table 3.0: Category division in the questionnaire form

SECTION ASPECT STRUCTURE TOTAL QUESTION
A Demographic profile of respondents Optional 8
questions
B Independent Variables
• Privacy & Security (PRISE)
• Reliability (RELI)
• Responsiveness (RESP) Likert scale 20
• Site Organization (SIOR)
• Efficiency (EFFE)
C Dependent Variable
• Customer Satisfaction Likert Scale 5

Total Questions 33


3.5.1 QUESTIONNAIRE METHOD

Overall, there are 33 questions are created in questionnaires. The questionnaire is divided into three sections namely Section
A, Section B, and Section C. The demographic profile of respondents can be seen in Section A, which includes race, age,
the highest level of education, monthly income, or pocket money, the most often used online banking system and experience
using online banking meanwhile for Independent Factors namely Privacy and Security (PRISE), Reliability (RELI),
Responsiveness (RESP), Site Organization (SIOR), and Efficiency (EFFE) are covered in Section B. The last section which
section C, included detailed information on respondents' satisfaction with online banking among Johor consumers.
Respondents are given a list of options to pick from in this collection of surveys. A Likert scale with levels of agreement such
as Strongly disagree = 1, Disagree = 2, Neutral = 3, Agree = 4, and Strongly Agree = 5 is used to measure the strength of an
answer.

3.6 DATA ANALYSIS

Data collected in this study has been analyzed using Statistical Package for Social Science (SPSS) version 26 and variety of methods
were used in the study as table below.
Table 3.1 Variety of Methods of This Study

Statistical Measure Objective
Descriptive analysis To measure the respondent’s demographic profile and the statements related to
independent variables and dependent variable towards their frequency and percentage.
Reliability analysis To test the reliability of measurement items to ensure 0.7 and above
Normality analysis To determine whether sample data has been normally distributed.
Multicollinearity test To state whether there exits inter relation between two or more independent variables
Variance Inflation Factor To evaluate collinearity of the formative indicators.
(VIF)
P-value and Coefficient To perform the regression analysis between the dependent and independent variable
value Test and check the p-value of the independent variable in the coefficient table.

4.0 DATA ANALYSIS PLAN
4.1 PROFILE OF RESPONDENTS
The demographic profiles of the respondents for this study were gathered as shown in the table below. This study has been participated
by 31.5% (52) of males whereas 68.5% (113) of females. This shown that most of the respondent was females. For age range of
respondents, the highest range age of the respondents is below 25 years old with 115 respondents (69.7%). The second highest is age
between 26-35 years old with 33 respondents (20%). After that, the race of respondents in this research is majority for race category
is Malays with 150 respondents (90.9%) and second highest are Chinese with 12 respondents (7.3%). Next, for educational
background, it clearly shows that respondents with Bachelor of degree have high involvement which 98 respondents (59.4%)
followed by the second highest with 33 respondents (20%) who have diploma. Meanwhile, respondents with SPM (Sijil Pelajaran
Malaysia) with 15 (9.1%). The majority respondents recorded 91 (55.2%) with less than RM 1000 and followed by respondents with
RM 1000 to RM 2501 recorded 38 (23%) for monthly income/pocket money group of respondents based on frequency. In addition,
for occupation group shows that the majority of participate is students with recorded 82 (49.7%) and the second highest by private
sector with 57 respondents (34.5%). Then, it follows with the others occupation group. The highest


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involvement with a total of 83 respondents (50.3%) are experienced with less than 1 year. Then, it follows by respondents with 1 to
3 years’ experience recorded 66 (40%). The lowest involvement in the research who knows experience using of the online banking
by Bank Islam are by 16 (9.7%) of respondents. Finally, the frequency of using online banking group of respondents indicates shows
the weekly using the online banking it clearly shows that there has higher involvement by respondents with 71 (43%) and followed
by the second highest involvement with 60 (36.4%) for monthly using the online banking.

Table 4.0 Summary of Demographic respondents

Demographic Variables Frequency (F) Percentage (%)
Gender Male 52 31.5
Females 113 68.5
Below 25 years old 115 69.7
Age 26 - 35 years old 33 20
36 - 45 years old 9 5.5
46 - 55 years old 7 4.2
56 years old and above 1 0.6
Malay 150 90.9
Race Chinese 12 7.3
Indian 2 1.2
Others 1 0.6
Secondary School 1 0.6
Educational Level SPM 15 9.1
Matriculations/STPM/STAM 10 6.1
Diploma 33 20
Bachelor Of Degree 98 59.4
Master’s Degree 8 4.8
Less than RM 1000 91 55.2
Monthly RM 1000 to RM 2501 38 23
Income/Pocket money RM 2501 to RM 5000 29 17.6
RM 5000 and above 7 4.2
Experience of using Less than 1 year 16 9.7
1-3 years 66 40
online banking
More than 3 years 83 50.3
Frequency of using Daily 28 17
Weekly 71 43
the online banking
Monthly 60 36.4
Yearly 6 3.6

4.0 DESCRIPTIVE ANALYSIS
The descriptive statistic of this study shows minimum, maximum, mean and standard deviation. The number of respondents was valid in
all variables. Table shows that the highest mean value is privacy & security which is 4.353 whereas the lowest is responsiveness with
4.183. For standard deviation, the highest dispersion was achieved by responsiveness which is 0.651 meanwhile for the lowest dispersion
is 0.591 by privacy & security.

Table 4.1: Minimum, maximum, mean and standard deviation

N Minimum Maximum Mean Std Deviation
Privacy & Security 165 2.75 5.00 4.353 0.591
Reliability 165 2.75 5.00 4.253 0.609
Site Organization 165 2.50 5.00 4.183 0.651
Responsiveness 165 2.75 5.00 4.299 0.643
Efficiency 165 2.50 5.00 4.227 0.625
Customer Satisfaction 165 2.80 5.00 4.268 0.609











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4.1 NORMALITY TEST

In this research, the researcher uses Skewness and Kurtosis for the normality test. As to get the better result and reliable, a z‑test is applied
for normality test using skewness and kurtosis. A Z-score could be calculated by dividing the skewness values or excess kurtosis value
by their standard errors. It can be show on the lists table below.

Table 4.2: Normality test

Skewness Kurtosis


N Statistic SE Z-value Statistic SE Z-value
Privacy and Security 165 -0.666 0.189 -3.524 -0.603 0.376 -1.604
Reliability 165 -0.458 0.189 -2.423 -0.836 0.376 -2.223
Responsiveness 165 -0.634 0.189 -3.355 -0.768 0.376 -2.043
Site Organization 165 -0.408 0.189 -2.159 -0.795 0.376 -2.114
Efficiency 165 -0.527 0.189 -2.788 -0.475 0.376 -1.263
Customer satisfaction 165 -0.508 0.189 -2.688 -0.771 0.376 -2.050

The summary table 4.2 of descriptive for independent variable including Privacy& Security (PRISE), Reliability (RELI),
Responsiveness (RESP), Site Organization (SIOR), and Efficiency (EFFE) whereas for dependent variable namely Customer
satisfaction (CS) shows the result for the skewness and kurtosis respectively. The data was judged normal if the skewness and kurtosis
z-scores were recorded with less than 1.96 (Field, 2009. Kim, 2013). The range value is between -3.524 and -1.263. Therefore, the
result shows that the data can be considered as normally distributed data.

4.2 INTERNAL RELIABILTY TEST
Table 4.3: Result of reliability test

Variables Statement Scale Item Cronbach’s
Alpha
I prefer higher security authentication when using online
banking transactions on the Bank Islam Go. 4 0.810
I think Bank Islam Go should provide the latest encryption
Privacy & technology to secure their online transactions.
Security I need secure communication access through Bank Islam Go.
(PRISE) I would say that Bank Islam Go is concerned with the privacy
of its customers and the security of any transactions that take
place.
As I see it, the transactions with Bank Islam Go are free of
error.
Reliability I am not able to obtain my account details and perform the
(RELI) necessary transaction via Bank Islam Go. 4 0.811
I believe Bank Islam Go is the best option, especially for first-
time users.
I used to think Bank Islam Go should have provided services at
the time it promised (as per schedule) to do so.

I believe bank Islam Go provides prompt service.
Customer care is not able to respond and resolve my request
Responsiveness via Secured Message within turnaround time.
(RESP) I feel Bank Islam Go should inform customers immediately 4 0.854
when services will be performed.
I believe Bank Islam Go is committed to keeping customer
complaint channels open and responding to consumer issues
immediately.
I would say the user interface of bank Islam Go served by
BIMB is very well-organized.
Site The website for Bank Islam Go offered by BIMB is easy to
Organization use. 4 0.806
(SIOR) I can get all the information and guidelines I need from Bank
Islam Go.
I think Bank Islam Go is visually appealing.


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I think it is easy to find what I need on the website at Bank
Islam Go.
I believe it is simple to access Bank Islam Go from anywhere
Efficiency and at any time. 4 0.827
(EFFE) I can complete a transaction quickly on the website for online
banking at Bank Islam Go.
I think Bank Islam Go enables me to log into my account
faster.
I am generally continuing with this bank’s online services
provided by BIMB.
Customer I am very satisfied with these current online banking’s services
Satisfaction provided by BIMB are useful for customers. 5 0.849
(CS) The online banking services provided by BIMB meet my
expectation and requirement.
I am impressed about the design of the online banking website
provided by BIMB.
I am satisfied with BIMB’s overall online banking service and
products.

Table 4.3 shows the result of Cronbach’s Alpha for Privacy & Security. Reliability, Responsiveness, Site Orgnaization, Efficiency and
Customer satisfaction. Based on table result above, all statements for responsiveness show the highest value of Cronbach’s Alpha at
0.854 followed by the customer satisfaction with 0.849 as the second highest reliability score. The levels are categorized as good
reliability. After that, the rest such as privacy & security, site organization and efficiency score range between 0.806 and 0.811. In short,
Privacy and security, reliability, site organization, responsiveness, and customer satisfaction are categorized are classified as good
reliability based on rule of thumb for internal reliability test by Deepa-Enlighten (2017).

4.2 MULTIPLE REGRESSION ANALYSIS
4.2.1 MULTICOLLINEARITY TEST VIA VARIANCE INFLATION FACTOR (VIF)
The presence of multicollinearity is examined in the model stating that customer satisfaction is affected by privacy & security,
reliability, responsiveness, site organization and efficiency. The analysis was done using SPSS software. According to Lee and
Hong (2016), tolerance ideally should be less than 1 and the VIF less than 3.

Table 4.4 Multicollinearity Test
Model Unstandardized Coefficients Standardized T Sig Collinearity Statistics
B Std. Error Coefficients (P<0.5) Tolerance VIF
Beta
Privacy & Security -0.089 0.079 -0.086 -1.128 0.261 0.920 1.087
Reliability 0.179 0.077 0.179 2.318 0.022 0.901 1.110
Responsiveness -0.064 0.075 -0.068 -0.858 0.932 0.863 1.158
Site Organization -0.022 0.075 -0.024 -0.298 0.766 0.832 1.201
Efficiency 0.297 0.080 0.305 3.713 0.000 0.795 1.258

Therefore, based on table 4.4 for all five independent variables it shows that the collinearity tolerance is range between at 0.795
and 0.920 which less than 1 whereas VIF range between at 1.087 and 1.258 which less than 3 respectively. Thus, this data analysis
indicates multicollinearity which there is no collinearity occurs in this study.

4.2.2 P-VALUE AND COEFFICIENT VALUE TEST (REGRESSION ANALYSIS)
Table 4.5: Regression analysis for five Independent Variables and Customers’ Satisfaction towards Online Banking at
Bank Islam Malaysia Berhad (BIMB)

Model R R2 Significant Value
a
b
Regression 0.618 0.482 0.000
a. Predictors: (Constant): Privacy & Security, Reliability, Responsiveness, Site Organization, & Efficiency
b. Dependent Variable: Customer Satisfaction

The R Square coefficient of determination of 0.482 indicates that variation in the five independent variables can account for 48.2%
of customer satisfaction with online banking. However, the rest of 51.8% of the difference in customer satisfaction with online
banking remains unexplained. This means that other crucial elements that influence customers' satisfaction with online banking
are not considered in this research. The r value of 0.618a indicates that there is a moderate linear correlation between the two
variables of this study. The results of this study also found that the predictor factor produced a significant value at the


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602 Nur Fazira & Dr Adaviah (2022)

level of 0.000. This value is indicating smaller than the 0.05 confidence level. The findings of this study show that the factor of
e-service quality of online banking towards customer satisfaction at Bank Islam Malaysia Berhad (BIMB) has a significant impact
on customers.
Table 4.6: Path coefficient and hypotheses testing

Hypothesis Relationship Standardized t-value Significant Decision
coefficient (t>1.645) p-value
beta (p<0.05)
H1 Privacy & Security and customer -0.086 -1.128 0.261 Not supported
satisfaction
H2 Reliability and customer satisfaction 0.179 2.318 0.022 Supported
H3 Responsiveness and customer -0.068 -0.858 0.392 Not supported
satisfaction
H4 Site organization and customer -0.024 -0.298 0.766 Not supported
satisfaction
H5 Efficiency and customer satisfaction 0.305 3.713 0.000 Supported

4.2.3 TEST BEST INDICATOR

The analysis data on multiple linear regression on five independent variables and customers’ satisfaction towards online banking
through this research. Based the value of coefficient B, efficiency is the most dominant influencing factor of e-service quality
with the value of coefficient is β=0.305 followed by the second highest is reliability which the value of coefficient is β
=0.179 compared to other variables. To conclude this, it shows efficiency as the best indicator since it gets the highest score and
most dominant factor in influencing the customer satisfaction of the online banking at Bank Islam Malaysia Berhad (BIMB)
among Johor consumers.

5.0 DISCUSSION & CONCLUSION
5.1 DISCUSSION OF THE RESULTS & FINDINGS
The results and findings that are discussed will be utilized from the hypothesis formed to identify the significant relationship between
variables namely privacy & security, reliability, responsiveness, site organization, efficiency towards customer satisfaction on online
banking served by Bank Islam Malaysia Berhad (BIMB).

H1: The positively significant relationship between of Privacy & Security and customer satisfaction level towards e-service quality
of online banking.
01
H : The negatively significant relationship between of Privacy & Security and customer satisfaction level towards e-service quality
of online banking.

By referring the result analysis at table 4.6, the hypothesis testing indicating privacy and security towards customer satisfaction are
not supported which it scores (β= -0.086, p<0.05). Thus, it can be said that H1 is not supported due to the values are not in range.
Hence, there have negatively significant relationship between privacy & security and customer satisfaction level towards e-service
quality of online banking. Sheila (2021) points out fraudsters prey on a user's lack of privacy awareness. People are inclined to
internet attacks such as login credential theft and hacking, which could result in fraudulent bank transactions due to issues such as
weak passwords and accessing unprotected networks. This also supported by many customers believe that disclosing personal
information to the website could be manipulated by others on the Internet, particularly in financial transactions. Through this
study, respondents have negative perception on privacy & security towards customer satisfaction on e-service quality of online
banking because some of them may assume that there have lots of steps and phase to log in. To add on, they might be interested
directly go to bank brand for complete their activity banking. Due this matter, there are lots of safety phase such as there are a few
questions need to answer by the user, so the respondents may think that online banking system may take long time to log in. The
banker cannot being assume all the customers will remember their own password because the users of online banking including
the younger generation and older generation. The young generation may remember their password but not the elder generation.
Hence, the bank must improve their online banking in terms of privacy & security instead of using lots of steps to log in. They must
make the less step as well as to make the system of online banking going faster in future. At the same time, it can secure the personal
information of customer as to prevent hack by third party.

H2: The positively significant relationship between of Reliability and customer satisfaction level towards e-service quality of online
banking.
02
H : The negatively significant relationship between of Reliability and customer satisfaction level towards e-service quality of online
banking.

The results in table 4.6 indicating that the hypothesis for reliability towards customer satisfaction are supported with scores (β=
0.179, p<0.05). It is clearly shows that reliability have positively significant relationship with customer satisfaction towards e-
service quality of online banking. Thus, the null hypothesis is rejected. To emphasize this statement, Gorder (2012) discovered


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603 Nur Fazira & Dr Adaviah (2022)

that reliability is the most important element for customers to consider when evaluating service quality to boost customer satisfaction.
This finding also supported by the respondents when they realize that online banking system may complete their bank activity
including transaction and pay bills without any problem. The researcher thinks that majority of the users who use online banking by
BIMB agreed that this system online banking is the best option compares to others especially for first time users. It is also can be
completed at any time and any place without directly go to the bank counter.

H3: The positively significant relationship between of Responsiveness and customer satisfaction level towards e-service quality of
online banking.
03
H : The negatively significant relationship between of Responsiveness and customer satisfaction level towards e-service quality
of online banking.

The result from the finding illustrates responsiveness is score (β= -0.068, p<0.05) and it directly shows that H3 is not supported due
to the values are not within range. It also can be said responsiveness have negatively significant relationship with customer
satisfaction towards e-service quality of online banking. Therefore, the null hypothesis is accepted. According to Maister (2015),
delaying service delivery has a negative impact on individual perceptions of e- service quality. Some studies also said without great
responsiveness, the company will lose out on returning customers (Solis. N, 2018). Through the feedback from customer who
has negative perception on responsiveness, they might feel the BIMB’s online banking fails to commit keep customer complaint
channels open and could responds to them about any issues immediately. In addition, the users also feels that BIMB’s online banking
also must inform immediately when their services will be performed. An example of situation, the users want to have transaction
money through online banking, unfortunately the system had interrupt and the system down. Thus, the users cannot do the transaction
at the right time. When this happened, the users dissatisfied because the banker could not inform clearly to the user what is the exact
time the system of online banking could be performed well. Hence, it is very crucial for BIMB to inform the customers if the system
of online banking have problem and they need to improve their system as soon as possible in future.

H4: The positively significant relationship between of Site organization and customer satisfaction level towards e-service quality of
online banking.
H : The negatively significant relationship between of Site organization and customer satisfaction level towards e-service quality
04
of online banking.

Based on the result shows, the hypothesis testing analysis indicating the hypothesis is not supported with the score value is (β= 0-
0.024, p<0.05). This result proves that site organization of e-service quality of online banking has negative perception on customer
satisfaction. Thus, the hypothesis is rejected. Dwulf (2016) determined that the owner of a website organization should recognize
the need to construct websites that can stimulate the pleasant emotional reactions of online users, as well as this is a vital aspect in
enhancing user satisfaction, engagement, and trust. Due to users' failure to discover what they want, poor site organization design
will lead to a loss of 50% of potential purchases and a loss of 40% of potential repeat visits due to the initial poor experience
(Cunliffe, 2000). Based on this study, most of the respondents are not agreed that site organization served by BIMB is the best
website as their have negative perception on that matter. Due this matter, the users might think that that the interface of online
banking is not very well organized. For supporting this statement, this is also one of the problems that BIMB faced due majority
of the respondents score the lower rate regarding on their website when compared to others bank brands. BIMB should improvise
their visually system as to make the users are more attracted to use this online banking system in future in terms of their colors, the
type of fonts suitable to use and the layout. Some of studies said that, to many colors also not good to attract people to visit the
website as well as it will more looked complicated and crowded. Indirectly, the information and guidelines served by the banker
could not understand by the user. To conclude, the important thing to be highlighted in this matter is the colors background and
the layout of the website should be suitable as to tend the users feels happy and satisfied when visit the website.

H5: The positively significant relationship between of Efficiency and customer satisfaction level towards e-service quality of online
banking.
05
H : The negatively significant relationship between of Efficiency and customer satisfaction level towards e-service quality of online
banking.

The result from the finding shows on table 4.6 illustrates the beta and significant value of efficiency with score (β= 0.305, p<0.05)
which the hypothesis is supported. Thus, efficiency is positively significant relationship on customer satisfaction towards e-service
quality of online banking. Hence, the null hypothesis is rejected. According to Kheng (2010), when a user's maximum needs are met
completely and efficiently, the user is inclined to become satisfied and loyal to the cyber-banking service they have chosen.
Therefore, the banking service's internet systems must be more efficient to improve consumer satisfaction. In short, when customers'
transactions are handled efficiently and quickly every time, they become more loyal and satisfied. Based on this studies, majority
of the respondents have highly agreed with the e-service quality served by BIMB make the respondents can completely do their
transaction quickly. To add on, this finding also has supported by the users might feel BIMB’s online banking enables them to log
in their account faster and easy to find what they need on the website for online banking served by BIMB.

5.2 MANAGERIAL IMPLICATION
There are some of managerial policies from the result and analysis of this research could contribute and able directly give
significantly beneficial especially for financial institution, and researcher. Through this study, this financial institution must


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create more advertisement about the features, the type of product and services offer to the customers and advantages by using online
banking by this bank brand. The banker can promote their products and service not only focus through social media but can also
collaborate with other television show. This finding was supported as a core part of the communications strategy and plays a key
role in raising awareness of core brand assets. Television station is one of the most significant mediums for building long-term
emotional bonds with brands (Sarah,2020). To add on, Bank Islam can also create billboard advertisement. People will always be
staring at the large and eye-catching display because billboards are strategically placed along major routes and intersections
(Primarymedia,2021). Indirectly, the product and services could be introduced which make people want to know the details. Apart
from that, privacy and security should be highlighted by this bank brand. To briefly this situation, not all the respondents would be
interested if they must do lots of step and safety phase to log in their own personal information data through online banking. As
example, bank can use alternative way by providing voice recognition technology. This finding supported, by over 76% said that
voice recognition technology is more secure than fingerprints (Simon. E, 2020). Along these lines, high-quality speech recording
cannot deceive the voice recognition system, meaning that the scammers and hackers will have a hard time accessing the system
and causing damage. In addition, the site organization are recommended to improvise the suitable of theme colors and the layout
as to capture customer intention. To add on, this bank brand not only just put image for introduce their product, but they can put
interesting short video. Short and informative video can keep people engaged with content significantly longer than text and
pictures. In fact, people stay on websites with videos 60% longer than sites just text and picture (Mark, 2017). After that, the policy
banker must improve their responsiveness towards users. This is one of the important matters to enhance the relationship between
the user and the banker itself. Therefore, through this circumstance, they must improve their ways to communicate by implement
the best alternative such as autonomous reply chat if the employees could not be able to entertain all complaints from the customers
at one time. In short, this will increase the level satisfaction of customers towards online banking at Bank Islam Malaysia Berhad
(BIMB).

5.3 LIMITATION
There are few limitations that can be identified in the research. Firstly, the limitation can be seen that overall, this research is
dominated by the younger generation which is below 25 years old with 115 respondents compared to older generations around 56
years old and above with 1 respondent. Secondly, the other limitation is when to distribute the questionnaire. This limitation for
this research to distribute the questionnaire due to Movement Control Order (MCO) by Pandemic Covid-19. The researcher
distributed questionnaires by using google form links and through WhatsApp and Facebook as a tool to reach the respondents. This
situation makes the respondents think that the link provided might be a scam because it is related to their online banking transaction
and respondent data. Finally, the last limitation while conducting this study is the list of factors e-service quality online banking
which is privacy and security, reliability, responsiveness, site organization and efficiency may not cover all possible factors that
have important influence on customer satisfaction among Johor consumers provided by Bank Islam Malaysia Berhad (BIMB).

5.4 RECOMMENDATION
To improve all the limitations research that have been discussed previously, there are several recommendations that can raise up
for future research. Firstly, regarding the respondents’ matter, the researcher should not only focus and find among young groups
but also must get perception and opinions from the elderly group also due it is crucial. From that, it can ensure the result might
be balanced and obtain accurate data analysis. After that, to solve the problem of factors faced by this research, there are more
suitable, or other independent variables should be included. There are two independent variables such as system availability which
are defined as the correct technical functioning of the site and fulfilment in which it is discovered the site’s promises about
order delivery and item availability are fulfilled. These two factors also supported by some studies with about 70% can influence
the overall customer satisfaction in online banking. These factors could be influenced on the level of customer satisfaction through
the e-service quality of online banking. As a result, future studies should include more accurate independent variables to produce
better data analysis.

5.5 CONCLUSION
In this study, the researcher is carrying out about the factors e-service quality of online banking and its influence on customer
satisfaction among Johor consumers at Bank Islam Malaysia Berhad (BIMB). There are five research questions and research
objectives being examined respectively. The conceptual model was developed based on previous research on factors of e-service
quality online banking to better understand the aspects that influence customer satisfaction. After that, there are five factors of e-
service quality online banking involved in this research namely Privacy and Security (PRISE), Reliability (RELI), Responsiveness
(RESP), Site Organization (SIOR) and Efficiency (EFFE) influences on customer satisfaction among Johor consumers. Through
this study, the total respondents are 165 were collected and analyzed by using SPSS version 26 to generate accurate data. After
generating all data analysis in chapter 4, it can be said the main findings shows reliability has positively significant effects on
customer satisfaction of online banking followed by efficiency also having a positively significant relationship towards customer
satisfaction. Unfortunately, there are three factors of e-service quality online banking could not be supported on customer
satisfaction namely privacy and security, responsiveness, and site organization. Therefore, these three factors should be addressed
and highlighted by the banker to give more understanding and focusing for this matter. In short, for the next research, the researcher
must add any other possible factors e-service quality of online banking into the conceptual framework. To summarize all these
findings, this research has fulfilled two out of five hypotheses and answered research questions and objectives. As a result, various
recommendations for further research were made to reduce constraints and improve the e-service quality of online banking provided
by Bank Islam Malaysia Berhad.




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606

FYP PROPOSAL
AHIBS UTM SKUDAI



TOURIST VISITING INTENTION THROUGH FACEBOOK



NUR NABILAH IZZAH BINTI MD EHARAY, ASSOC. PROF. DR NOOR HAZARINA HASHIM

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


Abstract
New media is an interactive form of communication nowadays that are different from the old media such as newspaper, television and radio.
New media is any media delivered digitally such as websites, blogs, email, social media networks and virtual or augmented reality. It has
been one of recent marketing strategies for businesses. In tourism industry, social media marketing is a must for the organization to attract
visitors using high quality and engaging contents. Facebook is one of the popular social media was put focus on by majority of tourism
campaign or organization. The aim of this study is to examine the effectiveness of social media activities to influence consumer’s intention
towards the tourism campaign on Facebook. This study is conducted through descriptive survey by distributing questionnaire to Facebook
travel interest users to examine the user interaction with the Facebook page activity and how it affects the perception of the brand and
influence visitors’ intention towards the product or service.

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


■ 1.0 INTRODUCTION
Tourism has been an important role in contributing to a country’s economy since the early days. Malaysia is one of the ASEAN countries
that are known for its unique diversity of cultures, festivals, traditions and customs which creates the desires for tourist to choose Malaysia
as one of their destination selections.

The statistic of Malaysia shares of economic sectors in the gross domestic product (GDP) from 2009 to 2019 by O’Neill (2021), illustrates
the percentage of services contributed about 54.17 percent in 2019 meanwhile the share of industry contributed around 37.42 percent and
agriculture in Malaysia's gross domestic product was around 7.28 percent. This statistic convinced that the contribution of service sector is
a big influence to Malaysia’s economy as well. Tourism and related travel is considered as one of the service sectors by Ministry of
International Trade and Industry Malaysia (MITI). It is one of the most dynamic economic service that contributes 5.9 percent to Malaysia’s
GDP (Hirschmann,2021), employment and creating foreign exchange. In a study by Azer, Hamzah, Aishah & Abdullah (2016), they found
that manufacturing and service sectors shows significant relationship to Malaysia’s real GDP per capita. The data and the results prove that
how tourism is an important part of a Malaysia’s growth.

67.5 percent visitors visit Malaysia for holiday purposes in 2019 (Hirschmann, 2021) and due to pandemic, this sector has been affected
badly both to the economy and to the labors. In a study by (Mohd Noor et al., n.d.) shown five tourism industry sectors that stimulates
development and increasing income per capita and local communities’ living standards in Malaysia which are health tourism, sustainable
tourism, cultural tourism, eco-tourism and Islamic tourism. Malaysia's government recently introduced a ten-year strategy to help the
country's tourism industry revive. One of the primary initiatives for recovery mentioned in the National Tourism Policy 2020-2030 is to
promote and enhance sustainable tourism. Among the travel experiences to promote are ecotourism, adventure, and sports tourism, including
island and coastal tourism (Hirschmann, 2021).

As mentioned earlier, Malaysia is one of the ASEAN countries filled with diversity of nature life and tropical beauty. One of Malaysia’s
major attractions is ecotourism (Clean Malaysia, 2015). Ecotourism promotes social, environmental and economic sustainability in a
responsible way which improves local people’s well-being as well as preserving the environment (Bricker, 2013). Tourists able to experience
nature and biodiversity of the region. Hence, generates socio-economic benefits for the communities (Focus Malaysia, 2021). Mohd Noor et
al. (n.d.) study shown result of the benefits of sustainable tourism to the locals which preserve the ecology and provide more jobs that leads
to reducing the amount of poverty. Agrotourism or agritourism is a type of activity or tourist interest on visiting working farm or agricultural
business operations for the farm experience, education or enjoyment (Karthik & Gajanand, 2019). During the early years of introducing
agritourism in Malaysia, usual activities conducted for local tourists are introducing plants and animals provide for teambuilding and
recreational events. However, more tourism activities have been developed due to the help of governments sectors such as farm stay, pick
you own, farm animals, fishing and homestay. Even though agritourism is not contributing much to the overall tourism sector in Malaysia,
homestay has been a successful program which increases the local communities’ income (Mazlan & Juraimi, 2014).





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According to Oz (2014) findings in his study, social media is being used both for in daily lives 96 percent and for travel-related activities
95 percent. Nowadays, consumers easily explore the internet and websites to select the best tourism destination for them to choose based
on their preference and many other factors. Consumer use social media at any stage of their travel phases not just during pre-travel stage
(Fotisetal, 2012) but also during and post-travel. According to Department of Statistics Malaysia, the travelling trend of domestic tourism
in Malaysia 2019 is visiting relatives and friends, shopping, holiday, entertainment or attending special event or sport, and medical treatment
(Mahidin, 2020). Digital communication and information channels and websites where active consumers involve in activities that may be
consumed by others in real time anywhere are referred to as new media such as Facebook, YouTube, Google, and Twitter (Hennig-Thurau,
Malthouse, Friege, Gensler, Lobschat, Rangaswamy, & Skiera., 2010). Holt (2016) states that present companies use social media to form
direct relationships with customers by connecting in real time and sharing great stories with them. Social media is a prominent strategy for
most businesses not just in tourism industry, to be used for marketing and integrated communication channel with the target audience. As
social media platform develops, tourism businesses will face more opportunities and challenges (Oz, 2014). To improve their brand on social
media, businesses invested big amount of money for it. Despite this, only a few companies have sparked significant customer interest on the
internet (Holt, 2016). In this study, one of Cooperatives Commission of Malaysia (SKM) Facebook page is being studied on the effectiveness
of its advertising to be a destination selection for ecotourism and agrotourism lovers.

■ 1.1 CASE COMPANY INTRODUCTION






















Figure 1: Johor state district economic cluster


Johor is the southernmost state in Malaysia and also one of the states that is highly contributing to the country’s economy development in
other sectors. In the Johor Economic Structure by Sector announced by Johor State Economic Planning Division, service sector contributes
RM68.5 billion in 2019. Johor has 10 districts in total consisting Johor Bahru, Pontian, Muar, Tangkak, Batu Pahat, Segamat, Kluang,
Mersing, Kota Tinggi and Kulai which respectively have their own specialty in contributing to the National GDP such as logistic, agriculture,
manufacturing and ecotourism itself. As stated in Figure 1, the main tourisms in Johor are ecotourism, agrotourism, beach tourism, heritage
tourism, and lifestyle and challenge-based tourism. 6 out of 10 districts in Johor has ecotourism as their specialty or strength of its district.
This concludes that Johor is a destination that ecotourism lovers would put focus on when choosing their holiday destination.

Kong Kong Laut Village is a fishing village located in Pasir Gudang, Masai, Johor. Kongkong village is filled with heritage and flora and
fauna but yet to be explored to the maximum. This village is a promising ecotourism and agrotourism destination as it has many types of
mangrove, many seasonal fruits and different bird species. Kongkong Tourism and Koperasi Kampung Sungai Latoh Kongkong established
from 2013 simultaneously due to suggestions from Johor district office. They offered any village that willing to be upgraded using their
village strength. This initiative is parallel to Iskandar Malaysia (IRDA) plan in development that time. For ecotourism attractions, there are
cruise tour (Pulau Juling, Sungai Johor, Selat Medana, Sungai Serai), experience sea activities, group events (CSR), visit charcoal wood
process center, and many more. For agrotourism, fresh fruits are better served fresh on its seasons, which is one of Kongkong village specialty.
Besides, one of the attractions of Kongkong village is the Kongkong floating chalet and raft house accommodation which is different from
other village accommodations offered as well as a hotspot for anglers. With unlimited effort by Puan Salbiah Haji Yahya, Eco Tourism
Manager of Kampung Sungai Latoh Kongkong Masai Bhd, Kongkong village evolved from traditional village into a tourist village in Johor.

From the establishment of Kongkong Tourism, this village has been receiving love and support from both locals and international eco lovers.
Puan Salbiah received help and knowledge on better ways to manage Koperasi Kampung Sungai Latoh Kongkong from respective local
authorities.

1.2 PROBLEM STATEMENT





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1.2.1 PROBLEM DIAGNOSIS



Word-of-mouth Brand Awareness



Small number of Less expertise
visitors are their labors
brand ambassadors
Less funds
Negative reviews

Villagers’ traditional
mindset
Visiting Intention
Towards
Kongkong Tourism
Not updated



More in showing Not enough
restaurant menus labour



Annoyance Brand Page Commitment



1.2 SWOT ANALYSIS


Strength • Increase awareness Weakness • Low quality pictures
• Dedicated target market • Poor utilization of social media features
• Promote diverse products and • Services information is not clearly stated
services • Not bilingual
• Low engagement with audience
• Not updated
• Too short/general copywriting
• Less reviews from visitors
Opportunities • Expand the tourism industry in Threats • Being left behind by other cooperative
Johor companies’ initiative in tourism
• Improve tourism practitioner • Pandemic
enthusiasm • Backfired contents
• Improve villager’s economy • Negative review
• Younger generations in Sungai Kongkong
not supportive

SWOT is an acronym for strength, weakness, opportunities and threats to assess a business by providing base for strategy, business
propositions, the company position and direction, and determining worth pursuing ideas (Gurl, 2017). According to Puan Salbiah, the Eco
Tourism Manager of Kampung Sungai Latoh Kongkong Masai Bhd in an interview session held states that she started using Facebook as a
platform to promote Kongkong village because it is free and easy to use. Kongkong Ecotourism Facebook page S (strength) is it is considered
as a helpful platform to increase awareness on the availability of services and attractions in Kongkong. Moreover, diverse


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products and services can be promoted through it to dedicated target markets. However, the W (weakness) of the Facebook page is mainly
due to less expertise labor and limited employment as mentioned by Puan Salbiah. This causes more weakness in their Facebook page such
as the page is not updated regularly, low quality pictures, low engagement with audience, services offered are not well-organized and more.
Generally, in the Facebook post, copywriting is too short or general and not bilingual to attract international potential visitors. There are
numbers of O (opportunities) for Kongkong Tourism because social media is a big platform and it will always develop from time to time.
For example, Kongkong Tourism will expand the tourism industry in Johor, improve practitioners’ enthusiasm such as the people from the
village can be active in tourism as well as significantly improve villagers’ economy. On the other hand, T (threats) were identified such as
Kongkong Tourism is left behind by other cooperative companies’ tourism initiatives and mainly due to pandemic most of the activities and
services offered are having difficulties to be executed because of the Standard Operating Procedure (SOP) enforced by the government. Puan
Salbiah is devoted to grow Kongkong Tourism and help the communities to find more ways gaining income through tourism despite working
at a factory. Kongkong Tourism needs to improve their Facebook page to leave a better impression towards potential visitors.

1.3 RESEARCH QUESTIONS


This study listed four main research questions:
i. Will Kongkong Ecotourism Facebook brand page commitment effect the traveler’s visiting intention?
ii. Will Kongkong Ecotourism Facebook brand awareness effect the traveler’s visiting intention?
iii. Will Kongkong Ecotourism Facebook word-of-mouth effect the traveler’s visiting intention?
iv. Will Kongkong Ecotourism Facebook page visitors’ annoyance effect the traveler’s visiting intention?

1.4 RESEARCH OBJECTIVES


This study listed four main objectives:
i. To explore the effect of brand page commitment of Kongkong Ecotourism Facebook on traveler's visiting intention.
ii. To explore the effect of brand awareness of Kongkong Ecotourism Facebook on traveler's visiting intention.
iii. To explore the effect of word-of-mouth of Kongkong Ecotourism Facebook on traveler's visiting intention.
iv. To explore the effect of annoyance of Kongkong Ecotourism Facebook page on traveler's visiting intention.


■ 2.0 LITERATURE REVIEW

This chapter dedicated on past studies related to the social media activities which influences purchasing intention. This chapter
will discuss on Facebook usage in general, literature review of Brand Page Commitment (BPC), Annoyance, Brand Awareness (BA), Word
of Mouth (WOM) and Customer Purchase Intention’s and their definitions. Subsequently there are four independent variable affects the
traveler’s visiting intention and will be discussed in this chapter.

2.1 FACEBOOK AS MEDIUM OF ADVERTISING

Referring to Tankovska (2021) statistics of global number of Facebook users in 2015 to 2020, an increasing number of users
annually is recorded. In 2020, the number of Facebook users reach 1.69 billion. Meanwhile, there are 25,760,000 Facebook users in Malaysia
(Napoleon Cat, n.d.). In OberCom (2012) study, 97.3% of respondents have Facebook profile and 59.2% of them figured that social
networking sites are vital for company connection and brand association. Majorly, because of its massive traffic, Facebook is considered the
most popular social media network in the world. Pempek, Yermolayeva, & Calvert (2009) claimed that Facebook offered information reach
to massive number of viewers at once that is different from traditional media. Increased time spent on social media by the young generation
on the social media encourage service providers to engage them online. In recent years, social media has gained widespread attention, gaining
interest from both businesses and individuals interacting online. Social media empowered consumer influence on a brand positively and
negatively.

2.2 BRAND PAGE COMMITMENT

Current trends of businesses are majority moving to online platforms to reach more audience internationally as well as engaging
with their consumers online through Instagram, Twitter or Facebook page. A brand page is considered as business’s profile which is a
contemporary form of web service and a medium where a brand’s consumer united through alike interest (Lu & Hsiao, 2010) and company
use it to engage with bigger audience segment. Company social network sites can be considered as a community hub for consumers or brands
‘friends’ that interact with each other and share similar opinion about the brand (Coelho, Nobre, & Becker, 2014). Brand page commitment
is where customer being committed with passionate attachment and emotional bonds to the brand page. In order to make customer’s on
having commitment to a brand page, values from the brand page’s regular posts and regular engagement with the brand page itself (Hsu, Liu,
& Lee, 2010).

2.3 ANNOYANCE




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Annoyance happens to consumers when a company markets its products and services being too much intrusive through
overexposing of the advertisements or direct marketing contents (Hutter, Hautz, Dennhardt, & Füller, 2013). This kind of advertising or
social media contents makes consumers become annoyed or dislike the brand which makes the brand become less preferred by the audience
(Hutter, Hautz, Dennhardt, & Füller, 2013). In order to make sure that customers pleasured by a Facebook page contents, social media
markets should be more careful in choosing the right way to entertain the target audience to ensure a positive image.

2.4 BRAND AWARENESS

Brand awareness is “the ability of the potential buyer to recognize and recall that a brand is a member of a certain product category”
(Aaker, 1992). Marketers use social media to create and enhance brand awareness (Shojaee & Aman, 2013) also to create relationship with
consumers. Through improving the brand exposure in different media and platforms, this helps customers to recognize the brand in a
glance and have stronger brand presence (Dib & Alhaddad, 2015). Increasing brand awareness affects improves consumer recognition and
familiarity of the brand which eventually leave a good impression to the customers.

2.5 WORD-OF-MOUTH

Word-of-mouth (WOM) is recognized by marketers as a highly influencing form of spreading marketing information informally
(Kundu & Rajan, 2016) and considered as one of the traditional ways to transport info as it is person to person communication on brand,
product, or service information they received (Huete-Alcocer, 2016). In recent days where more ecommerce business is getting more
attention, through the development of technology, electronic word of mouth (eWOM) is formed. Word-of-mouth consists of messages that
is out of company controls and influence customers purchasing decision. eWOM is being used by customers online, sharing their opinions
on the products and services consumed through online tools especially intangible products due to consumption such as tourism (Huete-
Alcocer, 2016).

2.6 CUSTOMER PURCHASE INTENTION

Purchase intention is when a consumer is willing, consider and recommended to purchase a product and decide to purchase by
the means of scale or extent of possibility of shopping (Roozy, Arastoo, & Vazifehdust, 2014) a particular brand from a class of products
(Crosno, Freling & Skinner, 2009) at the same time refuses to change to other products (Yoo, Donthu and Lee, 2000). According to
Hrubes, Ajzen, Daigle (2001), attitudes, subjective norms and perceived control behavior are the elements to comprehend with a person’s
intention to involve directly or indirectly. Correspondingly, consumers will purchase a product again after they evaluate the product and
figured it is worth buying (Huang & Dang, 2014). According to Jaafar, Lalp, Naba (2012), purchase intention will be driven by consumer’s
intention yet they will be interrupted by internal impulse and external environment during purchasing process. In this research, traveler’s
visiting intention is equal to customer’s purchasing intention.

2.7 HYPOTHESIS DEVELOPMENT

2.7.1 BRAND PAGE COMMITMENT AND PURCHASING INTENTION

Lim, Ching, & Weaver (2012), discover that social media sites have a significant influence to consumer depending on the individual
had a positive or negative reaction to a company’s social networks site. For individuals with positive experience, they will be pleased
with the brand and on the contrary, when a consumer had negative site experience reported a negative reaction to the firm’s brand. A
customer’s brand page commitment or customer involvement with the brand page refers to their participation motivated by their needs,
values, or interests and brand familiarity (Huang, Chou, & Lin, 2010). Bosnjak et al. (2007) identified a significant indicator of online
purchase intention is affective involvement.

H 1: Brand page commitment will significantly affect traveler’s visiting intention.

2.7.2 ANNOYANCE AND PURCHASING INTENTION

Intrusiveness or annoyance of consumers associated with irritation perceptions when advertisements disturbed their goal-oriented
behaviors (Taylor, Lewin & Strutton, 2011). As an example, majority brand pages are not being used in a right way, where most of it is
used for advertising purposes on product information rather than engaging directly with their consumers (Shareef, Mukerji, Dwivedi,
Rana, Islam, 2019). Online platforms have possibilities of similar negative effects like traditional advertising due to intrusiveness
which reduce the advertising effectiveness and makes consumers annoyed with the brand (McCoy, Everard, Polak & Galletta 2007).
According to Zailskaite-Jakste, & Kuvykaitė (2013), a brand should have a positive communication with the consumer in social media
as a brand becomes dependent on consumer.

H 2: Annoyance will significantly affect traveler's visiting intention.

2.7.3 BRAND AWARENESS AND PURCHASE INTENTION

Edelman (2010) believes that the relationships created in a social environment is a contributing factor in the purchase decision.
When a product or service has an established brand, the probability of consumer purchasing intention will increase (Chi, Yeh, & Tsai,
2011). According to Shahid, Hussain & Zafar (2017), a customers’ decision making on a product is affected by brand awareness. When
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a buyer decides to purchase something, he or she will think of a brand that could possibly fulfill their wants. If a customer is well-
informed about the brand, the customer will have more purchasing possibilities and have better economic decisions.

H 3: Brand awareness will significantly affect traveler's visiting intention.

2.7.4 WORD-OF-MOUTH AND PURCHASING INTENTION

A customer’s purchase intention usually hinges on various factors like customer’s product interest, forced social pressure from
others and general perception of what they will receive. In the current technology era, customers have more exposure and could share
their purchase information with others which influence on a brand purchase decision (Vahdati, & Mousavi, 2016). Electronic word of
mouth can be found in online consumer reviews and social networks which help to determine the purchase intention of the products or
services mentioned has been acknowledged by consumers (Fan & Miao, 2012). According to Hutter, et.al. (2013), WOM includes both
positive and negative information of the brand to others. Hence, businesses need to make sure that every customer have a positive
experience in order to generate positive word-of-mouth that will eventually affect the purchasing intention of potential consumers.
Therefore, following hypothesis was generated:

H 4: Word-of-mouth activities will significantly affect traveler's visiting intention.

2.8 RESEARCH FRAMEWORK MODEL


Brand Awareness



Brand Page
Commitment

Visit Intention

Word-of-mouth



Annoyance



Figure 1: Research framework for the traveler’s visiting intention on Kongkong Tourism Facebook


Figure 1 shows the research framework of this research. The function is to test the relationships between independent variable and dependent
variable for academic and business purposes. The framework of the variables in Figure 1 was adopted from Hutter K., Hautz J., Dennhardt
S. & Fu¨ller J. (2013) who highlighted the traveler or visitor’s opinion on brand page commitment, brand awareness, annoyance and word-
of-mouth will affect traveler’s visiting intention on Kongkong Tourism Facebook post.

■ 3.0 RESEARCH METHODOLOGY


3.1 RESEARCH DESIGN

The research design of this study is quantitative research design. This study uses survey method by collecting data from target
respondents that visits Kongkong Tourism Facebook page.

3.2 POPULATION AND SAMPLING

The sampling of this research uses one of non-probability sampling methods which is convenience sampling as the questionnaires
can be answered by Facebook users who visits Kongkong Tourism Facebook page and evaluate their visiting intention through the provided
questionnaire. The questionnaire distributed through social media using Google Form to the respondents. The reason convenience sampling
is suitable for this survey as it needs the opinion or perception of consumer from the Facebook content in tourism aspects and how would it
affect their visiting intention to the destination. This questionnaire asks general question to the respondents and not specified

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only for Kongkong Ecotourism followers or previous visitors. This research uses multivariate data analysis by Hair, J. F., Black, W. C.,
Babin, B. J., & Anderson, R. E. (2018) where most of research will have 100 samples overall. The questionnaire distributed to 100 Facebook
users that visits Kongkong Ecotourism Facebook page and evaluate it through answering the questionnaire.

3.3 RESEARCH INSTRUMENT

This study uses 7-point Likert scale in the questionnaire consist of seven sections. Section 1 contains four questions for information
of respondents and demographic survey purposes. Meanwhile, Section 2 have 3 questions on the usage of Facebook for vacation planning
purposes. This section is to identify the frequency of Facebook being used for tourist to choose their vacation destination. Section 2 uses 5-
point Likert scale to determine the frequency such as never, rarely, sometimes, frequent, very frequent. The remaining sections will be using
7-point Likert scale as adapted from Hutter, et.al. (2013) and consists of 3 questions related to the independent variable. Section 3 will be
focusing on how much does Kongkong Tourism engage with its Facebook page visitors. Next, Section 4 contain 3 questions about word-of-
mouth variable for Kongkong Tourism. Section 5 ask on Kongkong Tourism brand awareness. Both for section 6 and 7, has a phrase included
at the beginning of the question to ensure that participants can relate directly with the questions. Section 6 is about the purchase intention or
visiting intention by the Facebook page visitors to Kongkong village. Section 7 is to measure the participants’ acceptance with the contents
shared by Kongkong Tourism admin on the page. The set of questionnaires from Section 3 to Section 7 requires respondents to decide the
levels of agreement such as ‘strongly agree’, ‘agree’, ‘somewhat agree’, ‘neutral’, ‘somewhat disagree’, ‘disagree’, and ‘strongly disagree’.

Demographic
Age
18 years old – 22 years old
23 years old – 27 years old
28 years old – 32 years old
33 years old and above

Gender

Male
Female

Education Level

SPM
STPM / Matrics / A-Level / Diploma
Diploma
Undergraduate
Postgraduate

Occupation Status

Private Sector
Public Sector
Self-employed
Retired
Student
Unemployed

Using social media as destination selection

1 How often do you use Facebook? Never Rarely Sometimes Frequent Very frequent
(Once a (1 or 2 times a (3 or 4 (More than 4
day) day) times a day) times a day)
2 Does tourism Facebook contents influence your Never Rarely Sometimes Frequent Very frequent



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tourism destination selection? (Less than (1 or 2 times) (3 or 4 (More than 4
once) times) times)
3 Do you usually visit tourism Facebook page for Never Rarely Sometimes Frequent Very frequent
(Less than (1 or 2 times) (3 or 4 (More than 4
selecting vacation destination?
once) times) times)

Brand Page Commitment

1 I get informed well about Kongkong Tourism on the Facebook page 1 2 3 4 5 6 7
2 I feel I am a part of the Kongkong Tourism family 1 2 3 4 5 6 7
3 I will miss something if I do not visit Kongkong Tourism Facebook page 1 2 3 4 5 6 7
regularly

Word of Mouth

1 I would recommend Kongkong Tourism to my friends and relatives 1 2 3 4 5 6 7
2 I try to win my friends and relatives to visit Kongkong Tourism 1 2 3 4 5 6 7
3 It is fun for me to inspire others about Kongkong Tourism 1 2 3 4 5 6 7

Brand Awareness

1 I have no difficulties to remember Kongkong Tourism 1 2 3 4 5 6 7
2 I know all attractions served by Kongkong Tourism 1 2 3 4 5 6 7
3 I can distinguish each attraction offered by Kongkong Tourism 1 2 3 4 5 6 7

Purchase Intention

1 I would plan to visit Kongkong village in the future 1 2 3 4 5 6 7
2 I am willing to arrange my holiday soon to Kongkong village 1 2 3 4 5 6 7
3 I would share my experience to others on my social media 1 2 3 4 5 6 7

Annoyance (I think it is disturbing if…)

1 my wall is overloaded with Kongkong Tourism contents 1 2 3 4 5 6 7
2 the same posting is forwarded multiple times 1 2 3 4 5 6 7
3 post products ads all the time 1 2 3 4 5 6 7

■ 4.0 DATA ANALYSIS AND FINDINGS

4.1 INTRODUCTION


This chapter represents data analysis and findings of 108 respondents collected through distribution of questionnaire to convenience
sampling. The results were extracted from SPSS Statistics Software’s output. At the start of this chapter will discuss on the findings
using descriptive analysis followed by normality test, multiple regression analysis and hypothesis testing will be summarized at the end
of this chapter.

4.2 DESCRIPTIVE ANALYSIS
5 Descriptive analysis helps in simplifying the data collected to answer researchers question in a relevant manner by producing data
hypotheses (Loeb, Dynarski, McFarland, Morris, Reardon, Reber, 2017). In this study, the descriptive analysis consists of frequency
and percentage of respondents’ demography data which are gender, age, education level and occupation status. The results in
Table 4.1 shows the respondents’ demographic characteristics.






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Control Variables Frequency Percentage (%)

Gender

Male 41 38.0
Female 67 62.0

Age

18 - 22 years old 45 41.7
23 - 27 years old 16 14.8

28 - 32 years old 4 3.70

33 years old and above 43 39.8
Education Level

SPM 10 9.30

STPM/ A-Level / Matriculation / 18 16.7
Diploma

Undergraduate 58 53.7
Postgraduate 22 20.4

Occupation Status

Private Sector 25 23.1

Public Sector 18 16.7
Self-employed 7 6.5

Retired 2 1.9
Student 52 48.1

Unemployed 4 3.7

Table 4.1: Descriptive Analysis

5.1 NORMALITY ANALYSIS

Garson (2012) states that a normally distributed data range is in a range of 2 and -2 for skewness and kurtosis. Table 4.2 indicates
result of skewness and kurtosis for brand page commitment, brand awareness, word of mouth, annoyance and customers’ visiting
intention. The variables result shown in Table 4.2 are acceptable as it is in range between 2 and -2. Therefore, this research data is
normally distributed.

Variables Items N Skewness Kurtosis
Brand Page Commitment BPC1 108 -0.372 -0.170
BPC2 108 0.045 -0.723
BPC3 108 -0.175 -0.798
Word of Mouth WOM1 108 -0.661 0.115
WOM2 108 -0.434 -0.488
WOM3 108 -0.469 -0.203


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Brand Awareness BA1 108 -0.448 -0.037
BA2 108 -0.451 0.320
BA3 108 -0.545 0.244
Annoyance A1 108 -0.329 -0.680
A2 108 -0.473 -0.462
A3 108 -0.276 -0.600
Visiting Intention V1 108 -0.649 0.199
V2 108 -0.526 -0.027
V3 108 -0.696 0.272
Table 4.2: Normality Analysis

5.2 MULTIPLE REGRESSION ANALYSIS

Table 4.3 shows the multiple regression analysis. The dependent variable’s percentage of variation indicated by R Square with the
value of 0.803. Based on the value of r, 80.3% of the variation exists in traveler’s visiting intention are well-explained by the independent
variables mentioned in this study which are brand page commitment, brand awareness, annoyance and word of mouth. On the other hand,
another 19.7% were influenced by other factors that are not in this research.

Table 4.4 which is ANOVA shows value of F(4,108) = 104.729 with a p-value of 0.000 less than α = 0.001, which means at least
one of the 4 independent has a significant influence on traveler’s visiting intention.

Table 4.5 shows the coefficient result and only two out of four independent variables are significant to visiting intention which are
word of mouth and brand awareness. However, brand page commitment and annoyance are not significant to visiting intention.

Model R R Square Adjusted R Square Std. Error of the Estimate
1 .896a 0.803 0.795 0.60615
Table 4.3: Model Summary


Model Sum of Squares df Mean Square F Sig.
1 Regression 153.917 4 38.479 104.729 .000
Residual 37.844 103 0.367
Total 191.761 107
Table 4.4: ANOVA


Unstandardized Coefficients Standardized Coefficients
Model B Std. Error Beta t Sig.
(Constant) 0.569 0.279 2.039 0.044
BrandPageCommitment 0.059 0.063 0.068 0.942 0.348
1 WordOfMouth 0.582 0.068 0.625 8.618 0.000
BrandAwareness 0.270 0.083 0.259 3.262 0.001
Annoyance 0.010 0.040 0.011 0.242 0.809
Table 4.5: Coefficient
5.3 HYPOTHESIS TESTING

The hypothesis collected from this study is shown in the hypothesis testing table below. This concludes that brand awareness and
word of mouth has a significant influence on traveler’s visiting intention through Kongkong Ecotourism Facebook page. Meanwhile
brand page commitment and annoyance have insignificant influence on traveler’s visiting intention through Kongkong Ecotourism
Facebook page as it is not supported.
.

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Research Hypothesis Results
To explore the effect of brand page commitment of Kongkong Ecotourism Facebook on Not Supported
traveler's visiting intention.
To explore the effect of brand awareness of Kongkong Ecotourism Facebook on traveler's Supported
visiting intention.
To explore the effect of word-of-mouth of Kongkong Ecotourism Facebook on traveler's visiting Supported
intention.
To explore the effect of annoyance of Kongkong Ecotourism Facebook page on traveler's Not Supported
visiting intention.
Table 4.6: Hypothesis Testing


■ 5.0 DISCUSSION AND CONCLUSION


5.1 INTRODUCTION

This chapter will discuss deeper on the hypothesis gained from previous data analysis. The results will be used for insights in
limitation and recommendation of this study for researchers in the future.

5.3 DISCUSSION AND FINDINGS

The researcher has run few data analysis for this study which are descriptive analysis to know the respondents’ demographic
characteristics, normality test to examine the data distribution and accepted as it is normally distributed within range between 2 and -2.
Lastly, multiple regression analysis conducted to identify the significant effect between variables which shows that two variables are
supported while another two variables are not supported.

5.2 IMPLICATIONS

Based on the research findings, annoyance and brand page commitment are not supported. However, in past study as stated in the
literature review, annoyance and brand page commitment also influence traveler’s visiting intention during their decision making. This
is due to some social media pages may have made Facebook page visitors become uncomfortable with pushy advertisements while
Kongkong Tourism has been idle more than 3 months. Being idle on social media pages would confuse potential customers towards a
brand as customers consider the business or the brand is no longer available for service or are not accessible anymore. Being active
moderately on social media helps to maintain engagement with the consumers and to deliver a better image on the brand. Kongkong
Tourism Facebook page should strategize properly for Facebook contents and advertisement to attract the right target audience without
making customers feeling intrusive.

Word of mouth is important towards a brand to build a positive first impression towards potential consumers and leave a positive
image of their brand where eventually will lead to conversion and drive more traffic to their Facebook page. Brand awareness helps in
consumers to be familiar and recognize the products and services offered as well as having higher possibilities of purchasing intention
(Chi, Yeh, & Tsai, 2011).

5.3 LIMITATIONS OF THE STUDY AND RECOMENDATIONS

Number of limitations of this study has been identified throughout the research process. The researcher did not have
the chance to visit Kongkong Village for more understanding of the variety services provided to answer respondents’
question that somehow led to wrong information of the services provided by Kongkong Ecotourism as respondents’ felt
curious about the destination. Next, the Facebook page admin did not have time to update regularly which is a difficulty
for researcher to know current promotional strategies used to relate with the inspired framework independent variables
which are brand page commitment and annoyance.

Recommendations suggested for future research are to make sure that the selected company is suitable to use the
inspired framework so that every variable are supported and could have more extensive data analysis. Besides, researcher
could experience the products or services at first to give better insights to the company and how to deliver to potential
audience in their Facebook page.

5.4 CONCLUSION

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This study examines Kongkong Ecotourism Facebook page’s visitor travelling intention through the influence of
brand page commitment, brand awareness, word of mouth and annoyance. The researcher discovered that brand awareness
and word of mouth have positive influence on Kongkong Ecotourism visitors’ travelling intention while annoyance and
brand page commitment have negative influence to the visitor’s travelling intention. In conclusion, Kongkong Ecotourism
Facebook page may refer to this study for future improvement through clear data analysis collected.













































































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FINAL YEAR PROJECT

AHIBS UTM


FACTORS INFLUENCING BRAND AWARENESS: CASE STUDY OF
CLAYNIQ ENTERPRISE


NUR QAMARINA BINTI MOHAMAD HANIF, DR ZURAIDAH SULAIMAN

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

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


Abstrak

Pada masa kini, syarikat farmasi menggunakan pelbagai strategi pemasaran terutamanya untuk kesedaran jenama mereka supaya pelanggan
yang disasarkan dapat mengenal pasti dan mengenali jenama mereka. Matlamat kajian ini adalah untuk mengkaji bagaimana syarikat produk
farmasi boleh meningkatkan kesedaran jenama mereka sendiri supaya pelanggan mengenali jenama itu di pasaran yang sengit.
Memandangkan daya saing industri menjadi lebih kukuh dengan fenomena penting seperti pemasaran global, syarikat tempatan di Malaysia
diperlukan untuk membangunkan kekuatan unik mereka sendiri dan menekankan kesedaran jenama untuk bertahan daripada segi perspektif
pemasaran. Kajian ini menilai tiga faktor yang mempengaruhi kesedaran jenama Clayniq Enterprise iaitu ciri jenama, pengiklanan, dan
promosi jualan. Terdapat tiga hipotesis telah dicadangkan dalam penyelidikan ini dan set data sampel sebanyak 143 telah digunakan untuk
menguji hipotesis yang dicadangkan. Kesemua perhubungan yang dihipotesiskan telah diuji menggunakan Statistical Package for the Social
Science (SPSS). Dapatan kajian ini menunjukkan bahawa ciri-ciri jenama dan pengiklanan mempunyai pengaruh yang positif terhadap
kesedaran jenama manakala promosi jualan sahaja yang tidak mempengaruhi kesedaran jenama. Di sebalik sumbangan teori yang dibuat
oleh ramai penyelidik mengenai kesedaran jenama, terdapat kekurangan kajian yang menyiasat faktor-faktor yang mempengaruhi kesedaran
jenama khususnya dalam industri farmasi di Malaysia. Oleh itu, adalah dicadangkan bahawa penyelidikan masa depan perlu meluaskan skop
kajian untuk memasukkan elemen yang mempengaruhi kesedaran jenama dalam industri farmasi dan bidang perniagaan lain yang berkaitan
untuk perbandingan hasil yang lebih terperinci dan tepat.

Kata Kunci: Produk Farmasi, Jenama, Kesedaran Jenama, Pemasaran, Pasaran yang Sengit

Abstract

Nowadays, pharmaceutical companies apply various marketing strategies especially for their brand awareness so that the targeted customers
can identify and recognize their brand. The aim of this study was to study how companies of pharmaceutical products can improve their own
brand awareness so that the customers are familiar with the brand among competitive markets. As industry competitiveness becomes stronger
with significant phenomena like global marketing, local companies in Malaysia are needed to develop their own unique strength and emphasize
on brand awareness to survive from a marketing perspective. This study assessed the three factors that influence of brand awareness of Clayniq
Enterprise which is brand characteristic, advertising, and sales promotion. There are three hypotheses were proposed in this research and
sample data set of 143 was used to test the proposed hypothesis. All the hypothesized relationships were tested through Statistical Package for
the Social Science (SPSS). This research findings indicate that brand characteristic and advertising have a positive influence on brand
awareness while only sales promotion are not significant influence on brand awareness. Despite the theoretical contributions made by many
researchers on brand awareness, there are seem a lack of studies that have investigated the factors that influence brand awareness specifically
in pharmaceutical industry in Malaysia. Thus, it is suggested that future research should expand the scope of the study to include elements that
influence brand awareness in the pharmaceutical industry and other related fields of business for a more detailed and accurate comparison of
the results.

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





















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1.0 INTRODUCTION
It is widely acknowledged that the pharmaceutical industry is extremely competitive. As a result, one of the options is to
provide customers with additional value through their products and services. If a company wants to maintain its market position
and continue to develop, it must carefully manage the value it provides to its customers. This value can be delivered through
a company's brand. Branding is a key competitiveness aspect in today's competitive environment since it differentiates identical
products and services supplied by different companies in the minds of consumers and makes them acceptable. Businesses that
have succeeded in becoming a brand have been divided into distinct categories based on the products and services they provide
to others. They occupy a unique position in the minds of customers which can help them to establish a brand identity. The
communication between the brand and the consumer is directly related to the formation of this image. In today's world, a brand
must be ready to react and be prepared to put up with any circumstance.
Due to intense competition with similar brands and products, companies in the pharmaceutical industry are more concerned
about branding to enhance their market share by increasing the value of their brand. One of the major research priorities in the
branding area is brand value (Allaway et al., 2011; Keller and Lehmann, 2006). A powerful brand with great brand awareness
is viewed to have strong strategic value and potential benefits such as increased customer preference, purchasing intention,
and customer loyalty. To ensure that the pharmaceutical industry grows steadily, each major company must sustain their market
share among existing and potential new customers. Furthermore, brand awareness is a necessary element of brand loyalty to
retain consumer loyalty, excellent performance, and market share within that industry.
1.1 Company Background
Clayniq Enterprise is a company operating in Kluang, Johor that was established on 11 December 2020. Clayniq Enterprise
has a vision to market, supply, and promote new and evolving clay technology-based products. The company's strength is
through the concept of "Research to Market'' which is new technological research products that are scientifically proven to be
marketed to consumers. Clayniq also wants to highlight new clay-based technology products especially pharmaceutical and
personal care products that are proven to be safe and user-friendly.

Clayniq's main product is an innovative research product which is Dual-Antibax Cleansing Soap. Dual-Antibax Cleansing
Soap contains Dual-Antibax powder that was innovated by Assoc Prof Ts ChM Dr. Nik Ahmad Nizam Nik Malek. The Dual-
Antibax powder contains two antibacterial agents (Ag and CTAB ions) incorporated in the natural kaolinite. Dual-Antibax
Cleansing Soap is a premium soap that can be used to clean dirt on the body and can kill bacteria and prevent bacterial growth.
Dual-Antibax Cleansing Soap is a soap that provides freshness for longer. It is formulated with a blend of modified clay, Tea
Tree Oil and Rice Bran Oil to remove impurities as well as maintain skin moisture. In addition, Dual-Antibax Cleansing Soap
can also prevent the release of large amounts of silver ions into the environment. The price for Dual Antibax Cleansing Soap
is RM 49.00.
Clayniq targets to focus on customers that especially have skin disease problems and customers that are always involved in
sport or regularly going to the gym because it also can eliminate body odour when the body is sweating. Moreover, Dual-
Antibax also has won multiple awards and recognitions in its scientific development. Thorough analysis and laboratory testing
has been done to ensure their customers are given the best quality and safety. Dual-Antibax has approval from the Ministry of
Health Malaysia as safe to use and has proven to successfully kill 99.99% of bacteria while promoting healthy skin conditions.
Formulated with rice bran oil, kaolin, and tea tree oil, Dual-Antibax Cleansing Soap offers versatility compared to other
products that simultaneously moisturizes the skin and kills harmful bacteria. Clayniq uses social media as their platforms such
as Facebook, Instagram, and WordPress to promote and deliver information about their product.
1.2 Problem Statement

Although Dual Antibax Cleansing soap is already in the market, many people are still not aware or know about the Clayniq
brand and its products, especially on social media. Because of this problem, they did not receive any orders from customers
on social media yet. Due to the pandemic of Covid-19, Clayniq couldn’t focus on direct selling to customers because of the
Movement Control Order (MCO) which limits them to sell their products to customers. It is also because everyone is becoming
more careful and protective towards the surrounding or to come in contact freely with other people because they are scared
that they might be getting the virus of Covid-19. Moreover, the main uniqueness of the Clayniq product is specialized to treat
external wounds on the body. However, they couldn’t advertise and claim that the soap can treat wounds because this product
needs to do clinical testing to get certified and scientifically proven. Dual-Antibax Cleansing soap only has a lab proven and
it costs a lot of money to do clinical testing. From this situation, Clayniq only can advertise and promote this product as an
antibacterial soap like a normal soap that we use in daily life. From the customer's point of view, Dual-Antibax Cleansing Soap
is the same as anti-bacterial soap from other brands that are cheaper. In addition, Clayniq also does not have any characteristics
that can highlight and pinpoint their uniqueness and differences from other brands which are important elements to increase brand
awareness.
1.3 Research Question

This study listed three main research questions:
RQ1: Are there any relationships between brand characteristic, advertising, and sales promotion with brand awareness of
Clayniq products?

RQ2: What are the most important factors that influence brand awareness of Clayniq products?

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RQ3: Do online campaigns help to improve brand awareness of Clayniq products?
1.4 Research Objective

This study listed three main objectives:
RO1: To identify the relationships of brand characteristic, advertising, and sales promotion with brand awareness of Clayniq
products.

RO2: To identify the most important factors that influence brand awareness of Clayniq products.
RO3: To examine whether online campaigns can help to improve brand awareness of Clayniq products.


2.0 LITERATURE REVIEW
2.1 Brand Awareness
Brand awareness refers to a potential customer's ability to identify or recall a brand in their brains, which helps them in
connecting products with brands (Aaker, 1991). According to Aswad (2016), brand awareness refers to a customer's
understanding of a brand and their ability to recognize and recall it from memory. Customers' familiarity or difficulty in
recognizing brands is measured by brand awareness. The most fundamental level of brand knowledge is brand awareness,
which requires at the very least the recognition of a brand's name or a structure based on specific information. Brand awareness
is an indicator that shows how familiar or difficult it is for customers to acknowledge a brand. Although customers continue
to familiarize themselves in order to acquire a product, brand awareness is still a vital aspect in influencing purchasing decisions
(Macdonald and Sharp, 2000). When a customer is ready to make a purchase, he or she will consider the brand. When a
customer is well-informed about a brand, they have more purchase options and are more likely to make sensible decisions. A
company's most important goal is to build a strong brand, as it affects not only short-term sales but also long-term profitability.
Brand characteristics, advertising, and sales promotion all help to increase customer awareness of a brand.

Successful brand awareness means that the company is well-known and easily identifiable. Brand awareness is one of the
important elements that set the product apart from similar products and their competitors. When customers are thinking about
buying a product and a brand element comes to mind, it means the product has a lot of brand awareness. As a result, more
brand awareness can lead to more customer purchases and familiarity with the brand. While a consumer's behaviour toward a
brand represents their perception of it, a collection of collective memories and beliefs also has an impact on a brand's trust and
reputation in terms of the trustworthiness that customers attribute to it. A brand can be trusted if it delivers the benefits that
fulfil the expectation of the customers.

2.2 Hypothesis Development
2.2.1 Brand Characteristic
The primary concepts and fundamentals that define the brand's identity are known as brand characteristics. They are a set of
characteristics that are identified as the brand's physical, differentiating, and personality features, like those of an individual.
In a competitive industry, a unique brand image or character will help a brand stand out and reduce other competitors' unique
strength. The same product can appeal to a wider audience by addressing unique features. Brand characteristics must be reliable
since they contribute to the creation of customer belief towards a brand. When a brand is trusted, it may strengthen its belief
in its customers which is allowing it to maintain high-quality standards (Keller 2013. Thus, the brand characteristics that can
appeal to and attract the most customers will influence brand awareness. Based on the explanation above, the researcher
hypothesis:

H1: There is a significant relationship between brand characteristic and brand awareness
2.2.2 Advertising
Advertising is one of the oldest tactics, most widely used especially in business, and the most important promotional tool in
marketing. (De Pelsmacker, Geuens & Bergh, 2007, p. 192). Its goal is to communicate and educate people about the product
while also developing a good image and incentives to buy it. (Filipovic & Kostic-Stankovic, 2014; Salai & Grubor, 2011).
Furthermore, advertising is used to create a long-lasting brand image for a product or to achieve quick sales. According to
Kotler (2003), any paid method of non-personal presentation and promotion of ideas, products, and services, as well as the
related purchase price, is referred to as advertising. Advertising includes multiple repeats of promotional messages which are
allowing customers to compare messages from different competitors. Advertising can improve a product's perceived value,
meaning that customers believe the product being actively advertised has considerable value which can potentially influence
their awareness of that product. One of the benefits of advertising is its ability to reach out to a large group of customers and
it can also be focused on smaller customers which is more precisely a targeted customer segment, depending on the media
utilized and the goals to be achieved. (Domazet, 2012). Advertising is recognised with a higher position than the other
marketing components in the marketing integrated communication model, as customers are notified of new products through
advertising. An effective advertisement also aids the company in raising brand awareness. Furthermore, advertising reduces
the boundaries between customer and the business (Blech, 2001; Lopez et al, 2002). Advertisements have a huge impact on


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people all the time. An appeal on advertising will attract more customers and one satisfied customer will promote the company
brand through word of mouth (Word of Mouth). Therefore, the following hypothesis was generated:
H2: There is a significant relationship between advertising and brand awareness

2.2.3 Sales Promotion
As part of their marketing mix strategy, most companies use promotional activities to launch new products, increase sales, or
influence customer decision-making (Montaner & Pina, 2008). According to Neslin, 2002, reduced prices or discounts, feature
advertising, unique displays, trade deals, reward systems, coupons, rebates, and contests are some of the sales promotions
offered. According to Srinivasan et al. (2004), sales promotions are a significant element of a company's marketing mix. For
many consumer-packaged goods, promotional sales make up most of the marketing budget. The purpose of sales promotion is
to draw customers to the store either physical store or online store and to promote specific products of the brand. The brand's
awareness is also increased because of sales promotion. Companies market their brands in a variety of methods which includes
offering a gift, free sampling, combining their product with another well-known product from their own brand, or collaborating
with another company. Therefore, the researcher hypothesizes:
H3: There is a significant relationship between sales promotion and brand awareness
2.3 Research Model Framework
Figure 1 below shows the study's research framework considering the hypotheses proposed.

Brand
Characteristic H1





Advertising H2 Brand Awareness



H3


Sales Promotion





Figure 1: Conceptual Framework


3.0 RESEARCH METHODOLOGY
3.1 Measurement

In this present study, the factors that influence brand awareness was explored using the quantitative research approach. A
survey was conducted using a standardized questionnaire to assess the factors that influence brand awareness of pharmaceutical
products. There are 2 sets of questionnaires were distributed which is pre and post survey. Pre survey was conducted to collect
the demographic profile of respondent and there is section for independent variable and dependent variable. While post survey
only distributes to collect the data for dependent variable based on the proposed intervention so that the researcher can evaluate
the impact of intervention towards the dependent variable (brand awareness). Scale items for brand awareness, brand
characteristic, advertising and sales promotion were adapted from a few previous research such as Bilgin (2018), Xinhe, S.
(2019), Gu, Y. C. (2019) and Seo & Park, 2018. The respondents were asked to select the best choice from a five-point Likert
scale for each of the questionnaire's items. The Likert scale has five levels of agreement: ‘strongly agree,' ‘agree,' ‘neutral,'
‘disagree,' and ‘strongly disagree' (Vagias and Wade, 2006).

3.2 Population and Sample
The term "population" refers to a larger group of people to which the researcher wants to apply descriptive statistics. According
to Banerjee and Chaudhury (2010), a population is a group of people about whom certain data is needed, and not just individuals
are required to be representative of a society based on the statistical data. This research target population is a regular customer
of Clayniq Enterprise and respondents with common characteristics which is particularly for consumers that have skin disease
problems and customers that are always involved in sport or regularly going to the gym. The chosen amount


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of element engaged in the research is referred to as a sample. According to Liew, J. M. (2019), minimum sample sizes between
100 and 200 serve as the optimum estimator as a population correlation coefficient. Tabachnick and Fidell were used to
calculate the sample size of responders in this study (2013). The five-to-one ratio is used to calculate the minimum sample size
based on the variables adopted in this research. Respondents needed for this study will be calculated according to the equation
stated below:


Independent Variables = (IV1 items × 5) + (IV2 items × 5) + (IV3 items × 5)
= (5×5) + (5×5) + (5×5)
= 75

Dependent Variable = (DV1×5)

= (5×5)
= 25
Demographic = (Demographic profiles x 5)

= (7×5)
= 35
Minimum number of = IV + DV + Demographic profiles

respondents
= 75 + 25 + 35
= 135 respondents


3.3 Research Intervention
As an intervention to increase brand awareness for Clayniq Enterprise especially for their product Dual-Antibax Cleansing
soap, the researcher proposed to do an online campaign on social media with the title of the campaign is “Skin Health Day ''.
This Dual-Antibax Cleansing soap is a product that promotes healthy skin especially when it comes to treating external wounds.
This intervention for Clayniq Enterprise is inspired by World Skin Health Day which is an initiative of collaboration between
the International League of Dermatological Societies (ILDS) and the International Society of Dermatology (ISD). This type of
campaign not only will expose the brand to more people but can also provide education about important of skincare and raise
awareness about skin health in Malaysia. This campaign also will promote awareness of a specific skin illness that affects the
Malaysian community. Because this skin disease can affect anyone, reaching as many people as possible is critical.


4.0 FINDINGS AND ANALYSIS
4.1 Data Analysis
This study's data was analysed using the IBM Statistical Package for Social Science (SPSS) version 27. SPSS is a well-known
software application that is used to test the relationship between independent variables (brand characteristics, advertising, and
sales promotion) and dependent variables (brand awareness of Clayniq Enterprise) as well as to prove the hypothesis stated in
Chapter 1 by comparing and analysing the mean of pre and post survey for brand awareness of Clayniq Enterprise using the
T-test. The data was analysed using a normality test, reliability analysis, descriptive statistics, and multiple regressions.
The first stage is to measure the normality test and reliability test. Normality test was evaluate based on skewness and kurtosis
tests with the approval range of skewing is ± 2 and range of kurtosis is ±7. Cronbach’s alpha was used to analyse the accuracy
of problems related to the Likert scale. A suitable reliability level is 0.7 or higher (Cronbach & Shavelson, 2004; Garth, 2008).
Multiple linear regression analysis is used to assess the relationship between independent and dependent variables (Lee et al.,
2018). Furthermore, Multiple Linear Regression analysis is the most frequently used method in business research for analysing
quantitative data (Ghauri et al., 2020). It is incredibly strong to consider the relationships between variables and which variables
have the most major impact and prediction. Thus, using SPSS software, the regression analysis method was used to measure
the factors in the research framework. This is because multiple linear regressions allow for the study of the effect of various
independent variables on the dependent variable. The coefficient of determination, R2, indicates how well the independent
variables can describe changes in the dependent variable, according to Kuan et al. (2014). Multiple Linear Regression is
significant when the p-value is less than 0.05. Table 4.1 shows the statistical techniques used.





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Table 4.1: Statistical Techniques

Variable Type
Research Objective Dependent Statistical
Independent Variable Measure
Variable
To identify the relationships of brand Brand Characteristics,
characteristic, advertising, and sales Advertising, Sales Brand Awareness Multiple
promotion with brand awareness of Clayniq Regression
products. Promotion
Multiple
To identify the most important factors that Brand Characteristics, Regression
influence brand awareness of Clayniq Advertising, Sales Brand Awareness (Beta
products. Promotion Coefficient)
To examine whether online campaigns can Intervention strategy: Independent
help to improve brand awareness of Clayniq online campaign Brand Awareness Sample T-test
products.

4.0 Respondent Background
Table 4.2 shows the demographic frequencies analysis of 143 respondents which includes gender, age, race, marital status,
higher education level, monthly income, and current employment status. Based on the results, the findings of the data collection
on the demographic profile of the respondents illustrate that female (70.6%) have the highest number than male (29.4%).
Besides, it showed that the majority of the respondents’ age group are 16 to 25 years old (84.6%) followed by 26 to 35 years
old (9.8%), 36 to 45 years old (3.5%), 15 years old and below (2.1%) and finally the age group of 46 to 55 years old and 56
years old and above recorded with no respondents. Besides that, Malay respondents represented the highest category in this
questionnaire with 48.3%, followed by Chinese (42.7%) and others (6.3%) and followed by Indian (2.8%) in this research.
Furthermore, most respondents (97.2%) are single, while married respondents account for only 2.8 percent. In the category of
higher educational level, majority of the respondents (75.5%) have a bachelor's degree, with the highest number of respondents
than any other educational level. The results also indicated that many respondents, 104 in total, earn between RM0 and RM1000
per month. The last item on the questionnaire asked about current employment status, and majority of the respondents (118 in
total) are students (82.5%).
Table 4.2: Demographic Frequencies Analysis

Demographic Profiles Characteristics Frequencies Percentage (%)

Male 42 29.4
Gender
Female 101 70.6

15 years old and below 3 2.1

16 – 25 years old 121 84.6
26 – 35 years old 14 9.8
Age

36 – 45 years old 5 3.5

46 – 55 years old 0 0

56 years old and above 0 0
Malay 69 48.3
Chinese 61 42.7
Race
Indian 4 2.8

Others 9 6.3
Single 139 97.2
Marital Status
Married 4 2.8

Primary School 1 0.7
Higher Education Level
Secondary School 3 2.1



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Diploma 9 6.3
Bachelor’s Degree 108 75.5

Master 17 11.9
PHD/DBA 4 2.8
Others 1 0.7
RM0 – RM1000 104 72.7

RM1001 – RM3000 29 20.3
RM3001 – RM5000 4 2.8
Monthly Income
RM5001 – RM7000 2 1.4

RM7001 – RM9000 3 2.1

RM9001 and above 1 0.7
Full- time employment 16 11.2

Part-time employment 4 2.8
Current Employment Unemployed 3 2.1
Status
Self-employed 2 1.4

Student 118 82.5

4.1 Independent Sample T-test

An independent-samples t-test was used in this study to assess the impact of the intervention, which was an online campaign,
on the dependent variable. Thus, the p-value should be less than 0.05 (p < 0.05) to be significant and to demonstrate the
effectiveness of the intervention on the dependent variable. According to table 4.3, there was a significant increase from pre
intervention (M=3.4042, SD= 0.89047) to post intervention – awareness campaign (M=3.7538, SD= 0.84710). The sig (2-
tailed) is 0.001, and the significant value is less than 0.05, indicating that there is a significant difference between pre and post
intervention – awareness campaign.
Table 4.3: Independent Sample T-Test Result for Pre and Post intervention

Gender Results
T-test Sig. (2-tailed) 0.001 (p < 0.05)
Pre 3.40
Mean Post 3.75

4.2 Scale Measurement

4.2.1 Normality Test

A normality test is a method used to determine whether a sample or group of data fits a standard normal distribution. Normality
tests are used in statistics to determine whether a given set of data is well-defined by a normal distribution. According to Hair
et al. (2010) claimed that the data can be considered acceptable for a normal distribution if the p-value of each item is range
between -2 to +2 for skewness test and is between -7 to +7 for kurtosis test. According to table 4.4, the normality test results
for all variables are normally distributed. Skewness and Kurtosis values are considered acceptable because all the values fall
within the ideal range of -2 to +2 for skewness and -7 to +7 for kurtosis test.
Table 4.4: Normality Test

Std.
Mean Skewness Kurtosis
Deviation
Brand Awareness Statistic 3.4042 .89047 -.529 .371
Standard
Error .07446 .203 .403
Brand characteristics Statistic 3.1329 1.10541 -.245 -.795

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Standard .09244 .203 .403
Error
Advertising Statistic 3.6140 .86973 -.598 .395
Standard
Error .07273 .203 .403
Sales Promotion Statistic 4.1804 .67064 -.964 1.049
Standard
Error .05608 .203 .403


4.1.1 Reliability Test
The Reliability Analysis is performed to make sure that the data of the variables used in this study are reliable and sensible.
Cronbach's Alpha is used to determine the reliability of variables, and a variable is considered reliable if the reliability
coefficient is greater than 0.70. (Cronbach & Shavelson, 2004; Garth, 2008). Table 4.5 shows the results of the Reliability
Analysis, which show that the value of reliability coefficient with a range of variable values between 0.70 and above will be
considered relevant and reliable to use. This indicates that the assessment of both questions and measures is correct.

Table 4.5: Reliability Analysis

Number Cronbach’s
Construct Items Relationship
of Items Alpha
I am familiar with the features of this
brand's products.
This brand's characteristics come to
mind quickly.
I'm familiar with the design of this
Brand
Characteristics brand or product. 5 0.926 Excellent
I can recognize the characteristics of
this brand.
I have a decent concept of how this
brand will perform.
I enjoy the social media promotion
that this company has done.
Advertising of this brand positively
affects my awareness of this brand.
The social media advertisements that
Advertising this company has made are 5 0.864 Excellent
impressive.
The more a product is promoted, the
higher the quality of the product.
I'm comfortable buying a product from
a company whose advertisements I've
seen in some form of media.
I will buy the product if they offer a
price discount.
I always buy products that offer free
sample during sales promotion
I enjoy participating in promotions
Sales Promotion since it helps me to save money. 5 0.776 Good
I intend to purchase products with a
well-known brand.
When I have the opportunity, I use a
shop's discount coupon.
I am always aware of this brand.
I'll rarely forget these brand products.
I would tell others about this product
Brand Awareness or service. 5 0.837 Excellent
If I have a positive view toward this
brand's products, I can identify it
among competitors.



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