FYP
AHIBS UTM SKUDAI JAN 2022
THE INFLUENCE OF BRAND EQUITY ON CUSTOMER’S PURCHASE INTENTION:
A CASE STUDY OF KARISMA JAYA ENTERPRISE
RABIATUL ALYA NAJIHAH BINTI ZULFADZLI, DR. NOR ZAFIR BINTI MD. SALLEH
Azman Hashim International Business School, Universiti Teknologi Malaysia, Johor Bahru
*Corresponding author: [email protected]
Abstract
The purpose of this study is to investigate the influence of brand equity factors on purchase intention using Aaker's well-known conceptual framework in the
F&B industry. A model of customers' purchasing intentions is presented that encompasses the primary factors of brand equity such as brand awareness, brand
association, perceived quality, and brand loyalty. Because these connections have such a significant impact on marketing methods, brand equity dimensions
have become critical for micro-SME. According to the report, marketers should carefully evaluate the components of brand equity when developing their
branding strategies. Marketers must also adapt their branding strategies to each marketing environment and increase brand loyalty to avoid consumer
switching behaviour. In this study, a quantitative method will be used. A survey will be distributed to current customers who have a presence on WhatsApp’s
and social media sites in order to collect data. These specifics assist us in better understanding Karisma Jaya Enterprise's growth and brand equity.
Keywords: Brand equity, Purchase intention, Consumer behaviour, Micro SME
■ 1.0 INTRODUCTION
In this chapter, the topic will be discussed are the case study background, SWOT analysis, research background, problem statement, research
objective, research questions, significance of research, and scope of study. All these topics will be covered in depth throughout this
Chapter. For the significance of the study, two main points will be discussed which are theoretical contribution and practical contribution.
1.1 CASE STUDY BACKGROUND
Karisma Jaya Enterprise is a micro-SME owned by small entrepreneurs living in Kampung Kuala Kerdau, Temerloh. This business was
established in 2014 with assistance from Temerloh Agriculture Department to obtain a factory located in Kampung Carak Keladan, 28050
Kuala Krau, Pahang. Karisma Jaya Enterprise is a micro company that manufactures noodle products, specifically the 'Kasih Bonda Mee
Kuning' brand. In 2021, the factory is run by two full-time employees and one part-time employee. Karisma Jaya Enterprise is operating like
a Business-to-Business (B2B) company that will distribute these noodles to distributors such as supermarkets, grocery stores, and restaurants.
However, end customers can also buy direct to the factory itself to get noodles at a cheaper price. Until 2021, The number of distributors
owned by Karisma Jaya Enterprise are 20 distributors consisting of 8 supermarkets (TF, Tunas Manja, Mempaga Fresh, KS Walk and BS
Fresh Mart) and other 12 are from grocery stores & restaurants. Mee Kuning Bonda is marketed only in 3 districts in Pahang, which are
Temerloh, Mentakab and Jerantut.
The spreading of the COVID-19 outbreak in Malaysia is becoming more aggressive in early 2020. Business and small businesses are
struggling to survive after the implementation of Movement Control Order (MCO). As for Karisma Jaya Enterprise, sales of Kasih Bonda
Mee Kuning have declined after the implementation of Movement Control Order (MCO), affecting the company's profitability. In addition,
the increasing involvement of large companies in Malaysia's noodle market also has rendered micro, small and medium-sized businesses,
such as Karisma Jaya Enterprise. Micro enterprises cannot compete with the products of large corporate companies because customers are
more attracted to well-known brands and customers always believe the products produced by those companies are of higher quality, resulting
in a drop-in sale for Karisma Jaya Enterprise However, Karisma Jaya Enterprise's products are superior to those of its competitors, but this
fact has not been communicated to consumers. There is lack of promotion activities held by 'Kasih Bonda Mee Kuning', this is highlighted
by the owner 'Kasih Bonda Mee Kuning' that he admitted that he doesn’t make many promotion activities. The 'Kasih Bonda Mee Kuning'
brand is less well-known among their target customers due to a lack of promotion. The owner of the 'Kasih Bonda Mee Kuning' brand hopes
that his brand's purchase intention will be on par with brands from large corporations such as Nu Mee by gardenia, Cap Kunci Mee, Cap
Jumbo Mee, Muslim Mee Kuning, and many others.
Pembentangan Projek Sarjana Muda 2022, Sekolah Perniagaan Antarabangsa Azman Hashim UTM JB
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1.2 SWOT ANALYSIS
Table 1: SWOT analysis
Karisma Jaya Enterprise is a Micro enterprise located in Temerloh, Pahang. Karisma Jaya Enterprise distributes Muslim noodle products
through supermarkets and grocery stores in three districts: Temerloh, Mentakab, and Jerantut. In this section, a SWOT analysis is used to
describe in detail the background of the problems encountered as well as the potential for this business to grow. One of the strengths is
Karisma Jaya Enterprise's noodles have received a MeSTI certificate. As a result, consumers need not be worried about the 'Kasih Bonda
Mee Kuning brand's safety or quality. Furthermore, nowadays Muslim buyers are also concerned about the Halal status of the food they
consume, but consumers do not need to worry about the Halal status of 'Kasih Bonda Mee Kuning' because the brand is owned by Muslims.
As a result, customers should have no reservations on halal status of this brand and likelihood to purchase. In addition, among the other
strengths of this 'Kasih Bonda Mee Kuning' is the process of making these noodles without food preservatives. "We do not use any food
preservatives like other noodles on the market because we want to preserve the taste of this hereditary recipe" said the owner of 'Kasih Bonda
Mee Kuning'. Most noodle manufacturers in the market use food preservatives to allow the noodles to last longer, but the food preservative
will change the original taste of the noodles. The strengths mentioned above provide very broad opportunities for Karisma Jaya Enterprise
in the future. However, based on observation and interview with the owner it was found that sales and profitability at the company both
dropped. In addition, Karisma Jaya Enterprise also lack promotion activities and Kasih Bonda Mee Kuning's unique features are also not
promoted well to customers causes customers to choose products from competitors over Karisma Jaya Enterprise products. Therefore, there
is a need to study on brand equity among residences of Temerloh, Mentakab and Jerantut on the brand Kasih Bonda Mee Kuning to know
the effect brand equity toward their purchase intention.
"The Temerloh Agriculture Department has offered to expand the Karisma Jaya factory and provide some assistance in expanding this
business," says Kasih Bonda Mee Kuning's founder. The Temerloh agriculture department provided strong support for Karisma Jaya
Enterprise to expand and improve their business in order to compete with other major competitors. However, due to unfavorable sales over
the last two years, the business owner is still considering accepting the offer. According to the owner, Karisma Jaya Enterprise's business
has declined since the Movement Control Order (MCO) was implemented and the arrival of large competitors such as Gardenia, which now
produces noodles product names NuMee. Gardenia's loyal customers will easily select the product as the primary option without comparing
it to the 'Kasih Bonda Mee Kuning' product. Furthermore, Muslim Mee a large noodle brand from Terengganu, has entered the market in
this district, causing the sale of 'Kasih Bonda Mee Kuning' continue to fall and decline.
1.3 RESEARCH BACKGROUND
In Malaysia, the definition of SMEs is primarily based on annual sales turnover and total number of full-time employees. In Malaysia,
medium-sized businesses have between 50 and 150 full-time employees, small businesses employ between 5 and 50, and micro businesses
employ less than 5 employees (Khalique et al., 2011). Different supporting agencies in Malaysia have defined small and medium enterprises
(SMEs) in various ways. These distinctions are significant because how a key phrase like SME is defined and interpreted has a significant
impact on the creation and implementation of a policy, such as identifying qualified SMEs for assistance programmes.
The failure rate for the first five years is shockingly high, with the exception of the large SME establishment (Khalique et al., 2011). Indeed,
according to Husin and Ibrahim (2013), when looking at the reality in Malaysia, the failure rate is at 60%, requiring the authority's full
attention (Rahman et al., 2016). Despite government help and programmes aimed at new-entry micro SMEs, the failure rate is increasing
(Chong, 2012 cited in Rahman et al., 2016). The biggest cause for micro SME failure is that business owners are unaware of the problems
they face, particularly in terms of financial and management abilities (Beh, 2013 cited in Rahman et al., 2016).
In today's competitive market, most academics believe that a company's brand is a crucial aspect of its business and assets; many
companies want to learn how to establish a successful brand. Another competitive strategy is to build brand equity, which can assist various
firms and organisations in accomplishing their performance objectives. As a result, businesses must be aware of how they might build brand
equity. Brand equity, according to a top branding expert, is the sum of brand assets such as awareness, associations, perceived quality,
loyalty, and other proprietary assets that are tied to the brand name and symbols (Aaker, 1996 cited in Esmaeilpour et al., 2016).
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Brand equity is one of the most important intangible assets that may give businesses a competitive advantage in a variety of ways (Suhaini
et al., 2016). Companies that have built a strong brand will be able to benefit from successful product extensions, resistance to promotional
pressures from competitors, and the establishment of obstacles to competitive entrance (Jumiati & Norazah, 2015 cited in Suhaini et al.,
2016).
The food industries are important. Even during a downturn in the economy, this business remains a substantial contributor to global growth.
Food industries are a major contributor to Malaysia's national exports, which totalled RM16.56 billion in 2014 (MITI, 2014 cited in Suhaini
et al., 2016).
1.4 PROBLEM STATEMENT
The spreading of COVID 19 became more aggressive in early 2020, forcing Malaysia to implement the Movement Control Order (MCO).
Because of Movement Control Order (MCO), many firms, particularly small business owners, are struggling to sustain and protect their
operations. Similarly did to Karisma Jaya Enterprise, which nearly went out of business when the Movement Control Order (MCO) was
implemented. During Movement Control Order (MCO), Kasih Bonda Mee Kuning sales declined, affecting the company's profitability. In
addition, "Since Gardenia introduced noodle goods, sales of 'Kasih Bonda Mee Kuning' have decreased, and the entrance of MUSLIM Mee
noodle products, which is known for the trademark “Mee MUSLIM”, has also impacted the sale of ‘Kasih Bonda Mee Kuning' in this area,"
stated Karisma Jaya Enterprise's founder. According to his statement, the introduction of noodles from a large company into supermarkets
and grocery stores in the Temerloh, Mentakab, and Jerantut districts reduced sales of 'Kasih Bonda Mee Kuning'. These large corporations
are able to attract customers because of strong marketing activities. The owner highlighted that 'Kasih Bonda Mee Kuning' has higher quality
compared to its competitors. This is because 'Kasih Bonda Mee Kuning' did not use food preservatives in their production. However, these
unique features are not promoted well to customers and stiff competition make the situation worst.
Brand is a company's most asset, and it has long been recognised as an important factor in consumer choice. It serves as a tool for consumers
to assess product differentiation and uniqueness, while also enhancing consumers' trust and confidence in the decision-making process,
alleviating some of the problems associated with their experience and credence qualities (Jalilvand et al., 2011). If the consumers have more
faith in a particular brand than in competitors' brands, it will increases brand loyalty and readiness to pay a higher price for it (Suki, 2014).
In other words, companies with significant brand equity acquire a competitive advantage and have more opportunities for successful
extensions, resistance to promotional demands from competitors, and the establishment of barriers to entrance (Ling, 2013 stated in Suki,
2014). To raise the rate of customer’s purchase intention towards their products, it seems important for Karisma Jaya Enterprise to pay
attention to the elements of brand equity in their business, such as brand awareness, brand association, perceived quality, and brand loyalty.
Brand equity refers to the additional utility or value that a product receives because of its brand name. In addition, it is commonly thought to
benefit a company's long-term profitability.
The purpose of this study is to investigate the relationship between Karisma Jaya Enterprise's brand equity elements (brand awareness, brand
association, perceived quality, and brand loyalty) and prospective consumers' purchase intention. Due to the low customer purchase intention
compared to other competitors in this market, this study will test the hypothesis either brand equity elements have a significant impact on
consumer purchase intention or not. If the hypothesis constructed is accepted, then it can be proven that the brand equity elements have a
significant effect to consumer purchase intention. Furthermore, the study's findings can be used to determine whether Karisma Jaya Enterprise
lacks brand awareness, brand association, perceived quality, and brand loyalty. This study will contribute to Karisma Jaya Enterprise and
microbusiness in increasing customer’s purchase intention through determining brand equity elements.
1.5 RESEARCH OBJECTIVE
i. To investigate the effect of brand awareness on customer’s purchase intention.
ii. To investigate the effect of brand association on towards customer’s purchase intention.
iii. To investigate the effect of perceived quality on customer’s purchase intention.
iv. To investigate the effect of brand loyalty on customer’s purchase intention.
1.6 RESEARCH QUESTIONS
i. Does brand awareness affect customer’s purchase intention?
ii. Does brand association affect customer’s purchase intention?
iii. Does perceived quality affect customer’s purchase intention?
iv. Does brand loyalty affect customer’s purchase intention?
1.7 SIGNIFICANCE OF RESEARCH
Many businesses have a strong brand, and customers are more likely to choose a brand that they can recall, remember, and recognise (K
Eismann et al., 2016). Brands that can elicit emotions and feelings in their clients are more likely to succeed. As a result, raising brand
awareness, brand association, perceived quality and brand loyalty is a key part of marketing. The importance of brand equity and customer’s
purchase intention has been the focus of attention in today's corporate sector. This research will investigate the role of brand
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awareness, brand association, perceived quality and brand loyalty in raising customer’s purchase intention for microbusinesses. This study's
findings are also crucial in assisting the appropriate parties. The significance of this study for the stakeholders involved is constructed as
below.
1.7.1 THEORITICAL
The findings of this study will be valuable in marketing, particularly in terms of how brand awareness, brand association, perceived quality
and brand loyalty affects purchase intention. The findings can also be utilised as a future reference for students and researchers conducting
brand equity and purchase intention studies. Most importantly, this research will provide future recommendations at the conclusion of the
study so that future researchers who want to do research on this topic, particularly in action research, can improve and avoid all of the
constraints that this study has.
1.7.2 PRACTICAL
The research will be the stepping-stone for Karisma Jaya Enterprise to make improvement towards brand awareness, brand association,
perceived quality and brand loyalty in building purchase intention and growth in the micro-enterprise industry. In addition, other micro-
enterprises or start-up businesses can use the process of this study to implement brand equity in their own businesses, as this study is action
research in which the researcher analyses issues that arise in the case company and develops an intervention strategy to address the issue. As
a result, marketing practitioners will be better able to conduct comparable intervention processes in the future if they understand the research's
intervention procedure.
1.8 SCOPE OF STUDY
The goal of this research is to figure out how brand awareness, brand association, perceived quality and brand loyalty may help
microbusinesses build purchase intention. When it comes to marketing, increasing brand awareness, brand association, perceived quality and
brand loyalty are crucial factors toward customer’s purchase intention. The importance of brand equity in general has been the focus of
attention in today's corporate sector. This research will also look at which brand equity elements should concentrate on and what improvement
business owner can do to increase purchase intention among customers. In order to reach customers, business owners must listen to their
opinions. In other words, their tastes can have an impact on the marketing approach of a corporation. Locals will be asked to complete a
questionnaire about effect of brand awareness, brand association, perceived quality, and brand loyalty with micro enterprise toward their
purchase intention as part of the study. The findings of this study are critical for the future development of Karisma Jaya Enterprise and other
Malaysian micro-SME industries.
1.9 SUMMARY
Brand awareness, brand association, perceived quality and brand loyalty are important element in business to create purchase intention
toward their product. By determining and exploring the role of brand equity in creating purchase intention for Karisma Jaya Enterprise, this
research also can contribute to the other micro-enterprise in Malaysia to expand their business.
■ 2.0 LITERATURE REVIEW
This chapter 2 starts the discussion with four important elements about brand equity which are brand awareness, brand association, perceived
quality followed by brand loyalty. In addition, literature regarding purchased intention is discussed. A research framework and four
hypotheses are developed.
2.1 BRAND EQUITY
Customers are eager to be drawn to a specific brand or product, so brand equity is the value added to a company's name in order for it to be
recognized by them (Shabbir et al., 2017). Brand equity is defined as a combination of assets (and liabilities) associated with a brand's
name and symbol that increases (or decreases) the value provided by a product or service to a company and/or its customers (Aaker, 1991
cited in Ahmad & Suki, 2020). According to Aaker (1991), these assets include brand recognition, consumer loyalty, quality perception,
association, and other proprietary brand assets (K Eismann et al., 2016). According to Aeker (1991), understanding what brand equity is in
the first place is critical to truly appreciating its worth (K Eismann et al., 2016). For evaluating the long-term impact of marketing tactics,
brand equity is critical (Sasmita & Mohd Suki, 2015 cited in Ahmad & Suki, 2020). In the context of micro-SMEs, empirical studies on
brand equity are scarce. In Malaysia, special attention has been given to marketing methods such as brand personality, which influence brand
equity (Ahmad & Suki, 2020). As a result, consumer-based brand equity is the term used in this study to describe brand equity that is
conceptualised based on customer perception.
As seen in the diagram below, brand equity is defined as the sum of brand awareness, brand associations, perceived quality of the brand, and
brand loyalty (Aaker & Joachimsthaler, 2000 cited in Nyatlo, 2018).
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Figure 1: Elements of brand equity Source: Aaker and Joachimsthaler, 2000 cited in Nyatlo, 2018
2.1.1 BRAND AWARENESS
The first stage in creating a product brand is to raise brand awareness. Consumers' brand awareness refers to how they link a brand with
a certain product that they want to own (Suki, 2014). Brand awareness is defined by Aaker as "the ability of a potential consumer to
recognise and recall that a brand belongs to a specific product category." Brand awareness, according to Keller, relates to a consumer's
capacity to recall a brand from memory, such as when the product category or the demands met by the category are discussed. Brand
awareness is a crucial component of company equity since it refers to the strength of a brand's existence in the minds of consumers. Aaker
described several stages of brand awareness, from simple brand identification to domination, which refers to the situation in which
the brand in question is the only one that a consumer recalls (Jalilvand et al., 2011). In addition, brand awareness is defined as a consumer's
ability to recognise brands in a variety of situations, as demonstrated by their achievement of brand recognition or remembrance after
considering several alternative decision-making options. Next, according to Ekhveh & Darvishi, Kalogiannakis, and Papadakis, brand
awareness is linked to the information node in memory and brand awareness is defined by customers' ability to recognise a brand in a
variety of settings (Rukuni et al., 2020).
Both Aaker and Keller have given utmost importance to brand awareness. Aaker considered brand awareness as one of the most important
dimensions of brand equity in his study and Keller also considered brand awareness as one of the important components of brand
knowledge. Many researchers have used brand awareness as important dimension of brand equity in their studies and found a positive
impact of brand awareness on brand equity (Aaker, 1990; Keller, 1993; Yoo & Donthu, 2001; Netemeyera, et al., 2004 cited in Jindal,
2019). In addition, brand awareness generates WOM, which increases the likelihood of customers wanting to try a brand. According to a
Hoyer and Brown experiment, customers are more likely to base their purchasing decisions on brands they recognise (Kristel Eismann et
al., 2016). Brand awareness, it is safe to assume, has a significant impact on the consumer's decision-making process. Customers must
not only be able to recognise or recall a brand; they must also be able to link the brand to a certain product category (Kristel Eismann et
al., 2016).
2.1.2 BRAND ASSOCIATION
The emotional attachment a customer has to a particular brand is referred to as brand association. The information about what is on the
customer's mind about the brand, whether positive or negative, is linked to the brain memory node (Emariet al., 2012). Brand association
is a method of gathering data for the purposes of brand differentiation and extension (Osselaer and Janiszewski, 2001 cited in Suki, 2014).
A brand association is “anything linked in memory to a brand” (Aaker, 1991 cited in Jalilvand et al., 2011). In general, any brand
association information is linked to the brand name in the minds of customers and reflects the brand's image. The more brand associations
a product has, the more likely the buyer will remember and be loyal to it (Suki, 2014).
Brand associations may reflect product characteristics. According to Chen's (2001) brand association typology, the two most commonly
referred categories are product associations and organizational associations (Jalilvand et al., 2011). Furthermore, Aaker (1991) proposed
that brand associations could provide value to consumers by giving them a reason to buy the brand and by instilling positive
attitudes/feelings in them (Jalilvand et al., 2011). Having a well-positioned brand with clearly defined core qualities of a given product
class will assist the company in obtaining and keeping customers, and so act as a barrier to competitors (K Eismann et al., 2016). According
to Rio et al. (2001), brand associations are an important factor in the establishment and management of brand equity (Jalilvand et al.,
2011). In this sense, high brand equity indicates that customers have strong positive associations with the company (Jalilvand et al., 2011).
2.1.3 PERCEIVED QUALITY
Another essential aspect of brand equity is perceived quality. Perceived quality influences customer loyalty, which can also be used to
expand a brand. Quality perception is defined differently depending on the industry. Nonetheless, it is always a significant and quantifiable
brand attribute. Zeithaml (1988) defines quality perception as the customer's perception of the general quality of goods, and these
perceptions are influenced by the good's natural function in relation to competing possibilities (K Eismann et al., 2016). It is a competitive
requirement, and many companies have made customer-driven quality a strategic weapon. Customers are satisfied and valued when their
quality desires and preferences are consistently and profitably met. Kotler emphasises the significance of product and service quality are
customer satisfaction, and firm profitability (Jalilvand et al., 2011).
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2.1.1 BRAND LOYALTY
Brand loyalty is an important determinant of brand equity. Over time, brand loyalty is associated with a favored affective, evaluative,
and/or behavioral proclivity toward a branded, marked, or graded alternative or product choice (Suki, 2014). According to Aaker, brand
loyalty is a situation that reflects how likely a customer is to switch to another brand, particularly when that brand changes its price or
product features (Jalilvand et al., 2011). Similarly, brand loyalty influences customer purchasing decisions for the same goods. In other
words, people develop brand loyalty and stick to well-known brand names, as well as use it for social recognition (Sun et al., 2004 cited
in Suki, 2014). Business developed brand loyalty by creating positive brand equity, which results in positive brand preference over
competing brands (Zhang et al., 2014 cited in Suki, 2014).
Even though situational circumstances and marketing activities have the potential to cause switching behaviour, Oliver (1997) defines
brand loyalty as a strongly held commitment to consistently repurchase or recommend a preferred product or service in the future (Jalilvand
et al., 2011). According to Rossiter and Percy (1987), brand loyalty is generally defined by a positive attitude toward a brand and repeated
purchases of the same brand over time (Jalilvand et al., 2011). In almost all of the studies, researchers used brand loyalty as a primary
factor of brand equity because it is the consumers' loyalty that the companies ultimately seek. So, it can be conclude that Brand loyalty is
the foundation of brand equity (K Eismann et al., 2016).
2.2 PURCHASE INTENTION
Purchase intention is a type of decision-making that looks into why a consumer might want to buy a specific brand (Shah et al., 2012 cited
in Mirabi et al., 2015). Morinez et al. (2007) define purchase intention as a situation in which a consumer intends to acquire a specific product
in a specific condition (Mirabi et al., 2015). Individuals who desire to purchase a product will have the strength or drive to undertake a set
of behaviours to approach or attain the product (Harwani & Sakinah, 2020). Furthermore, Purchase Intention refers to the likelihood that a
customer will purchase a product willingly. In addition, purchase intention was defined as a customer's projected behaviour in terms of
purchasing and purchasing a product multiple times, which means after making the decision to buy a product, the consumer would return to
buy it again (Kasornbua & Pinsame, 2019).
Making a purchasing decision on behalf of a customer is a difficult task. Purchase intent is frequently linked to consumer behaviour,
perceptions, and attitudes. The purchasing habits of consumers are an important factor in gaining access to and evaluating a product. Purchase
intention, according to Ghosh (1990), is a useful tool for predicting the purchasing process (Mirabi et al., 2015). When customers decide to
buy a product from a specific store or brand, they are motivated by their intent. However, the influence of price, quality perception, and value
perception on purchase intention may vary (Jaafar, 2018). Furthermore, during the purchasing process, consumers will be interrupted by
internal impulses as well as the external environment (Jaafar, 2018). If any products or goods brought delight and satisfaction to individuals
who purchased them, the purchasing intention for such products was a result. The intent to buy a company's product gave it a competitive
advantage over its competitors. In most cases, the company would notice it after the goods had already been acquired. As a result, firms have
to prioritised purchase intent because it is a critical instrument in gaining a competitive edge, despite the fact that it is difficult to achieve
(Kasornbua & Pinsame, 2019).
2.2.1 CUSTOMER’S JOURNEY TO MAKING A PURCHASE
Brands must ensure that enough information and support is available as part of their marketing strategies to support the customer’s
process of making decisions. This is because the way in which customers research and purchase products and services has changed.
Figure 2: Purchasing journey Source: Court et al. (2009) cited in Nyatlo (2018)
Figure 2 depicts the customer's journey to make a purchase. The buyer follows a cognitive path depicted in the diagram from awareness to
final purchase (Court et al., 2009 cited in Nyatlo, 2018). The first step in buying something is to be aware of what is available. The customer
then researches and becomes acquainted with the product. The consumer is considering purchasing and evaluating the product or service,
which may include asking friends and family about it on social media. The customer then makes a purchase and becomes a repeat customer
(Court et al., 2009 cited in Nyatlo, 2018). A brand is made up of a name and a symbol. It is an essential tool for establishing a positive image
among customers. Branding is critical to a company's market share retention and attracting loyal customers. Customers who are loyal to a
brand are more likely to purchase it again and recommend it to others. Customers who are devoted to a brand will pay more for it than they
would for comparable items (Erics, et al., 2012 cited in Mirabi et al., 2015). Previous research has shown that frequent purchases by customers
result of long-term loyalty also increased company profitability and growth (Molla & Licker, 2001 cited in Mirabi et al., 2015).
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2.3 HYPOTHESIS DEVELOPMENT
2.3.1 THE EFFECT OF BRAND AWARENESS ON PURCHASE INTENTION
According to previous research on brand awareness, there is a positive relationship between brand awareness and purchase decisions
(Khuong & Tram, 2015; Novansa & Ali, 2017). Raising brand awareness is the first step in developing a product brand (Ardiansyah &
Sarwoko, 2020). In addition, brand awareness influences customer behaviour by delivering three benefits, according to Keller (2003):
learning, consideration, and choice (Harwani & Sakinah, 2020). Brand awareness refers to consumers who are aware of a company's
existence. Brand awareness has an impact on purchase intention, and the more a brand's customer awareness, the higher the buy intention
(Harwani & Sakinah, 2020). Jung & Seock (2016), Kumar & Gupta (2016), and Siali et al. (2019) cited in Ardiansyah & Sarwoko, (2020)
stated that increasing brand awareness will increase the possibility of considering brands while making purchases. Simply said, the
greater the level of awareness of a particular brand, the greater the likelihood of that brand being purchased (Ardiansyah & Sarwoko,
2020).
H1: Brand awareness has a significant effect on customer’ purchase intention
2.3.2 THE EFFECT OF BRAND ASSOCIATION ON PURCHASE INTENTION
A strong brand connection increased the likelihood of repeat purchases by increasing consumer satisfaction with the brand in comparison
to its competitors (Pan et al., 2004). Because they were perceived as having fewer risks, the majority of consumers purchased products
with a positive brand image and a good brand association (Simonian et al., 2012 cited in Kasornbua & Pinsame, 2019). Brand association
effect on purchase intention partially. According to the findings of Apriyani, brand association has a positive and significant impact on
purchasing decisions. This means, the higher the brand association the higher the level of purchase decisions that continue (Ali, 2017).
Most previous research looked at the impact of brand association on customer purchase intent and found a strong link between the two
(Tariq et al., 2013 cited in Mirabi et al., 2015). In Zeeshan (2013) research, he discovered that brand association had a considerable
impact on customer's purchasing intent. However, according to Divolf (2005), high brand awareness is more likely to lead to high
customer brand association (Mirabi et al., 2015). Hernández and Küster (2012) found that a person's attitude regarding a brand has a big
impact on their purchase intent (Mirabi et al., 2015). Furthermore, Wang & Tsai (2014); Berbel-Pineda et al., (2018) also discovered that
brand association enhanced consumers' purchase intent. Customers who had a favourable picture of a brand intended to acquire the
product, according to Wiyadi & Ayunintyas's (2019) results. This is because the brand association symbolised the product's beliefs, ideas,
and impressions. As a result, entrepreneurs or business owners have to increase the brand image's worth or value by various marketing
or promotions (Kasornbua & Pinsame, 2019).
H2: Brand association has a significant effect on customer’ purchase intention
2.3.3 THE EFFECT OF PERCEIVED QUALITY ON PURCHASE INTENTION
Consumers would compare the perceived quality of alternatives in terms of price within the same category because perceived quality
was a critical factor in their purchasing decision (Jin & Suh, 2005 cited in Kasornbua & Pinsame, 2019). Perceived quality is a vague
and intangible impression of a brand. Perceived quality, on the other hand, is frequently dependent on essential parameters such as
product specifications (reliability, performance and brand) (Mirabi et al., 2015). In addition, perceived quality also refers to a consumer's
perception and attitude toward a brand, which has an impact on their buy intent (K. Keller & Lehmann 2003). Furthermore, the higher a
customer's sense of a brand's quality or superiority, the more likely they are to purchase it (Aaker 1991 cited in Brzozowska-woś, 2013).
Product quality is an important consideration when determining purchase intent. Customers would first evaluate the product's quality
before making a purchasing decision. They would intend to buy if they considered the product quality was reasonable for the price
(Tee et al., 2015 cited in Kasornbua & Pinsame, 2019). In other words, the perceived quality of a company's product had a direct impact
on its reputation. As a result of the firm's high-quality items, customers trusted them and expressed happiness (Davis et al., 2003 cited in
Kasornbua & Pinsame, 2019). Moreover, product quality was a criterion for determining a product's toughness and dependability, which
helped to distinguish competitive items from those of competitors (Kasornbua & Pinsame, 2019). The effect of product quality on
purchase intention was studied by Jalilvand et al. (2011) (Mirabi et al., 2015). They collected 242 questionnaires and discovered that
product quality influences purchase intent in a significant and beneficial way. A number of previous studies have discovered that the
quality of a brand influences a customer's decision to buy (Mirabi et al., 2015).
H3: Perceived quality has a significant effect on customer’ purchase intention
2.3.4 THE EFFECT OF BRAND LOYALTY ON PURCHASE INTENTION
In strategic marketing, brand loyalty has long been regarded as a crucial idea. Loyal customers share good news about the product through
word of mouth (Thompson & Sinha, 2008 cited in Ahmad & Suki, 2020). Branding has a critical role in retaining a company's
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market share and attracting loyal customers. Customers that are loyal to a brand are more likely to repurchase and suggest it to others.
Customers who are loyal to a brand will pay more for it than for similar products (Erics, et al., 2012). Previous research has shown that
customers who are loyal to a company for a long time make repeat purchases, resulting in profitability and growth (Molla & Licker, 2001
cited in Mirabi et al., 2015). Previous research indicates that high levels of brand loyalty lead to the purchase of the same brand on an
ongoing basis (Lee et al. 2009 cited in (Brzozowska-woś, 2013).
H4: Brand loyalty has a significant effect on customer’ purchase intention
2.2 RESEARCH FRAMEWORK MODEL
The relationship between the independent variable (brand awareness, brand association, perceived quality, and brand loyalty) and the
dependent variables (purchase intention) is depicted in the diagram below.
Figure 3: The research model of how brand awareness, brand association, perceived quality, and brand loyalty influences purchase
intention for Karisma Jaya Enterprise.
■ 3.0 RESEARCH METHODOLOGY
This chapter describes the study's research methodology. The chapter starts with an overview of research design, then moves on to population
and sample size. Then there's the building of the research instruments. The data collection strategy is then devised. A pilot study was carried
out to verify the reliability of all variables before the official questionnaire was issued. The study's data will be analyzed using a variety of
analysis approaches.
3.1 RESEARCH DESIGN
This study's research design is descriptive quantitative research design. To obtain data from potential respondents, this study used a survey
method. It involved the collection of data from target respondents to answer a set of questionnaires. In addition, this quantitative research
was conducted to study the relationship between the variables, which is the dependent and independent variables. By using quantitative
design as a medium for analysis, the researcher created a series of questionnaires as a research instrument to collect data and information
from respondents. This research will only be conducted using one method which is distributing the questionnaire via Google Forms. The
researchers used online platform such as WhatsApp, Telegram and Facebook to reach out to the target respondent. The series of questions
enables respondents to select from a range of choices. The five-point Likert scale is used to assess the strength of the answer. The Likert
scale determines five levels of agreement: ‘strongly agree,' ‘agree,' ‘neutral,' ‘disagree,' and ‘strongly disagree.'
3.2 DATA SOURCES
According to Douglas (2015), the most important element in statistical analysis is data collection. Data collection can be categorized into
two methods which is primary and secondary data.
3.2.1 PRIMARY DATA
Primary data is the information collected directly from the source by researchers (Muhammad, S., & Kabir, S., 2016). In this research,
the primary data used is the questionnaire that have been distributed to the targeted respondents.
3.2.2 SECONDARY DATA
Secondary data is the information gathered from a source that has previously been published (Muhammad, S., & Kabir, S., 2016). The
secondary research for this research is research journal and literature.
3.3 POPULATION AND SAMPLING
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The population of a research represents a set of persons, items, or people in general to whom the study's findings can be applied. The
researcher is then responsible for collecting data from the population and present the findings (Cohen, L., Manion, L., & Morrison, K., 2011).
The population of this research are people from Temerloh, Mentakab, and Jerantut, Pahang. According to Pahang State Pocket Stats (2020),
the total population in these three districts in 2019 are 295.2 thousand. Questionnaire will be distributed to the respondents through
WhatsApp/ Facebook/ Telegram by online Google Form within six-week period (from 12 November 2021 to 23 December 2021).
3.4 SAMPLING TECHNIQUE
The sample technique utilised in this study is non-probability sampling. Nonprobability sampling also refers to techniques in which
researchers choose sample elements depending on research goal, subject availability, subjective judgement, or a number of other non-
statistical reasons rather than a predetermined probability (Guo & Hussey, 2004). According to Etikan (2016), the most common reason
researchers use nonprobability sampling is that it is less expensive and can often be implemented more quickly. As a result, researchers used
this strategy in this investigation because random probability sampling is impractical due to time and expense constraints.
Next, non-probability sampling technique used for this research is judgemental sampling. Judgemental sampling (also known as Purposive
Sampling) is a sort of nonprobability or non-random sampling in which the researcher chooses units to sample based on prior knowledge
or professional judgement. The method of selecting a sample through judgemental sampling entails the researchers carefully selecting and
choosing each individual to be a part of the sample. Since this sample members are not chosen at random, the researcher's knowledge is
critical in this sampling procedure. According to Etikan, Musa, and Alkassim (2016), the researcher's aim in employing this sample technique
is to obtain information easily from the population. Thus, researcher choose this samples because respondents are selected based on
researcher’s knowledge and judgment by using screening question. Through this method, a set of questionnaires will be given to existence
customers who live in Temerloh, Mentakab and Jerantut district through Google Form as this is the convenient way to approach the target
audience as Malaysia has standard operating procedures (SOP) during this pandemic period. According to Hair et al. (2010), the minimum
sample size should be 100. Thus, the target sample size for this study was 120 respondents.
3.5 RESEARCH INSTRUMENT
The questionnaire was constructed based on the review of the past literature. For this study, a quantitative technique (5 Likert scale questions)
was deemed most appropriate. Part A, B, C, D, E, F and G are the sections of the questionnaire. Part A includes a screen question asking
whether the respondent has ever purchased the Kasih Bonda Mee Kuning product. Part B consists of five easy questions about the information
provided by the respondent. Part C, on the other hand, included six questions related to respondent brand awareness with 'Kasih Bonda Mee
Kuning' towards purchase intention. Part D featured three measurement items related to respondent's brand association with Karisma Jaya
Enterprise towards purchase intention. Part E followed, with four questions about respondent perceived quality with 'Kasih Bonda Mee
Kuning' towards purchase intention. Part F featured five measurement items related to brand loyalty with 'Kasih Bonda Mee Kuning' towards
purchase intention. Finally, Part G was questioned concerning customer purchase intention towards 'Kasih Bonda Mee Kuning' brand. The
series of questions asks respondents to choose from a list of options. The strength of an answer is determined using a Likert scale, which
includes levels of agreement such as "strongly agree," "agree," "neutral," "disagree," and "strongly disagree."
3.6 QUESTIONNAIRE DEVELOPMENT
The questionnaire was divided into six primary sections: Respondent’s information, Brand Awareness, Brand Association, Perceived Quality,
Brand Loyalty and Customer’s purchase intention. The questionnaire is listed as shown in Table 2.
Table 2: Questionnaire Development
Variable Items Citation
(Jalilvand et al., 2011),
Brand Awareness 5 (Ardiansyah & Sarwoko, 2020)
Brand Association 3 (Jalilvand et al., 2011)
(Brzozowska-woś, 2013),
Perceived Quality 4 (Jalilvand et al., 2011)
(Suki, 2014),
Brand Loyalty 5 (Jalilvand et al., 2011)
Customer’s Purchase Intention 3 (Brzozowska-woś, 2013)
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3.7 PLANNING AND DATA COLLECTION
A structured research instrument was used to collect information from customers. Between November and December of 2021, data will be
collected. All current customers were invited to be respondents in this research. Among the existing customers were residents of Temerloh,
Mentakab and Jerantut districts, family members, relatives, co-workers, and social media networks from the researcher's various social media
platforms. Participants were sent the questionnaire through WhatsApp/ Facebook/ Telegram and a variety of social media channels. The
questionnaire was completed using an online Google form. A welcome message explained the study's aim, what participants should expect,
the confidentiality provision, and the length of time it will take to complete the survey.
3.8 PILOT STUDY
The research instrument will be put to the test two months before the actual research investigation. Pilot studies are important because they
allow the researcher to assess the usability and quality of the questions. The pilot research aids in the detection of design flaws (Cooper &
Schindler, 2014, cited in Nyatlo, 2018) and provides an early indication of the quality of the most likely outcomes. The survey's title is " The
Influence of Brand Equity on Customer’s Purchase Intention: A case study of Karisma Jaya Enterprise”. For the study, a total of 30 people
will be considered. The researchers double-checked the survey questions and ease of completion, as well as the time it took to complete the
survey. To complete the survey, participants were approached via WhatsApp and social media channels.
3.9 DATA ANALYSIS METHOD
The data is analysed using the Statistical Package for Social Science (SPSS) programme. The reliability test, normality analysis, descriptive
analysis, and multiple regression analysis are utilised to construct a broad statistical analysis.
3.9.1 RELIABILITY TEST
The degree to which a test is constant and steady in analysing what it is designed to evaluate is known as reliability testing. As a result,
the reliability test identifies the percentage of random error in the data that has been obtained. It is derived by taking the highest score
for a repeated variable of interest, with the greatest score indicating the most trustworthy data. Cronbach alpha is used to measure the
internal consistency of brand awareness, purchase intention, and brand loyalty in order to assess reliability. According to George and
Mallery (2003), ratings above 0.7 are desirable and acceptable, whereas scores below 0.5 are questionable (Nyatlo, 2018). A score of
0.7 or above was required for the scale to be considered reliable.
3.9.2 NORMALITY TEST
The normal distribution, also known as the "bell curve," is a basic concept in statistics. The simplest technique to assess normality is to
plot the data and see if it fits a bell-curve form, or to look at the skew of a data set to see if it's symmetrical. In this study, the normalcy
test is utilized to measure skewness and kurtosis. According to the rule of thumb provided by Hair et al., the skewness and kurtosis values
for the data set must be between +1 and -1. (2007). The data is generally dispersed if it falls within that range of values.
3.9.3 DESCRIPTIVE ANALYSIS
Descriptive statistics are practises that classify, analyse, and show data using graphs, tables, and numbers (Argyrous,2011). In Chapter
4 of this report, which was processed using SPSS, the results will be presented in tables and figures.
3.9.4 MULTIPLE REGRESSION
Multiple regression analysis is used to examine the relationship between one dependent variable and independent variables. Multiple
regression is based on correlation and allows a more sophisticated exploration of the interrelationship among the set of variables. A
significance value or p-value that is less than 0.05, it indicates that that there is a relationship between independent variable and dependent
variable. Beta value is used to determine the strongest predictor influencing the dependent variable. Adjusted R2 supposes that every
independent variable in the model explains the variation in the dependent variable.
■ 4.0 DATA ANALYSIS PLAN AND FINDINGS
The study's findings are presented in this chapter. The demographic analysis in this chapter begins with gender, age, race, area, and
educational level. The findings are then reported using descriptive analysis, normality analysis, reliability analysis, and multiple regression
analysis after the discussion. The findings of the hypothesis testing are summarized at the end of the chapter.
4.1 SURVEY RESPONSE RATE
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Questionnaires were distributed through online method by google form. A total of 120 questionnaires were answered by respondents from
12 November 2021 to 23 December 2021. All 120-questionnaire answered by respondent were accepted. The study yielded 100% of response
rate. A screening question on whether respondents had ever used Kasih Bonda Mee Kuning was asked before they answered the question.
Further explanation was given to the respondents when they had questions about the questionnaire items.
4.2 PROFILE OF RESPONDENT
Gender, age, race, education level, and district are among the details of the respondents' backgrounds. The profile of the study's respondents
is shown in Table 3. In general, females made up 58.3 percent of the responses, while males made up 41.7 percent. Most of the responders
were between the ages of 18 and 24 (28.3 percent). In addition, most of the respondents (35.8%) were Chinese, followed by Malay (34.2
percent). Mentakab is represented by 48.3% of the respondents, whereas Temerloh is represented by 37 respondents (30.8%). Only 25 people
from Jerantut have responded. Furthermore, a substantial percentage of the responders possessed a bachelor's degree (27.5 percent).
Table 3: Profile Responedent
Profile of Respondents Frequency Percent (%)
Male 50 41.7
Gender Female 70 58.3
Age Under 18 years old 7 5.8
18 – 24 years old 34 28.3
25 – 34 years old 33 27.5
35 – 44 years old 25 20.8
45 years old plus 21 17.5
Race Malay 41 34.2
Indian 36 30.0
Chineese 43 35.8
District Temerloh 37 30.8
Mentakab 58 48.3
Jerantut 25 20.8
Level of education No education 0 0
Primary School 5 4.2
High School 22 18.3
STPM and equivalent 28 23.3
Diploma 24 20.0
Degree 33 27.5
Post Graduate Degree 8 6.7
4.3 NORMALITY TEST
According to Hair et al. (2010), the skewness and kurtosis test results should be between -2 and +2 for skewness and -7 to +7 for kurtosis.
For gender, age, race, district, and education level, Table 4 presents the skewness and kurtosis results. All the respondent’s profile are inside
the permissible ranges for skewness and kurtosis, which are -2 to +2 for skewness and -7 to +7 for kurtosis, respectively. As a result, the
study's data is dispersed normally.
Table 4: Normality Test
Respondent’s Profile Skewness Std. error Kurtosis Std. error
Gender -.342 .221 -1.915 .438
Age .116 .221 -1.005 -1.005
Race -.032 .221 -1.586 .438
District .149 .149 -1.016 .438
Education level -.124 .221 -.967 .438
4.4 RELIABILITY TEST
The study's questionnaire construct was subjected to a reliability test to determine its reliability and internal consistency. Cronbach's Alpha
values range from 0.859 to 0.926 for all variables, as shown in Table 5. The Cronbach's Alpha score of 0.7, according to Malhotra (2012),
implies that the variables are consistent and reliable. This indicates that brand awareness, brand association, perceived quality, brand loyalty,
and purchase intention are all reliable.
Table 5: Reliability Test
Variables No. of item Cronbach’s Alpha
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Brand Awareness 5 .892
Brand Association 3 .882
Perceived Quality 4 .861
Brand Loyalty 5 .926
Purchase Intention 3 .859
4.5 MULTIPLE REGRESSION ANALYSIS
As shown in Table 6, 2 the factors show a significant and positive relationship with purchase intention at p-value < 0.05. However, 2 other variables
show negative relationship with purchase intention at p-value > 0.05. The accepted variable includes perceived quality and brand loyalty, but the
rejected variable are brand awareness and brand association. The two accepted variable, perceived quality and brand loyalty shows the strongest
predicator for purchase intention with beta value of 0.001.
Table 6: Multiple Regression
a
Coefficients
Model Unstandardized Standardized t Sig.
Coefficients
Coefficients
B Std. Beta
Error
1 (Constant) .160 .229 .701 .484
BA_AVG .012 .110 .011 .112 .911
BAS_AVG .109 .098 .118 1.114 .267
PQ_AVG .402 .107 .331 3.763 .001
BL_AVG .451 .094 .479 4.790 .001
a. Dependent Variable: PI_AVG
4.6 SUMMARY OF HYPOTHESIS TESTING
Two of the hypotheses proposed in this study are supported, as shown in Table 7. This means that perceived
quality and brand loyalty are related to purchase intent in a positive way. Furthermore, brand awareness and brand
association have no effect on purchase intention.
Table 7: Hypothesis Testing
Hypothesis Testing
H1: Brand awareness has a significant effect on customer’ purchase intention Rejected
H2: Brand association has a significant effect on customer’ purchase intention Rejected
H3: Perceived quality has a significant effect on customer’ purchase intention Accepted
H4: Brand Loyalty has a significant effect impact on customer’ purchase Accepted
intention
4.7 SUMMARY
Finally, perceived quality and brand loyalty both have a positive and significant relationship with purchase intention. Most respondents were females
between the ages of 18 and 24, held a bachelor’s degree, and were from the Mentakab district. The following chapter discusses a summary of the
research objectives, as well as the implications, limitations, and recommendations for future research.
Table 8: Summary
RO Data Collected Analysis Rules of Thumbs Results
1 Respondents’s Demographic profile Frequency Percentage
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2 Descriptive Statistic Skewness Between -2 to +2 for
• Normality test and Kurtosis skewness test and is
between -7 to +7 for
kurtosis test.
➢ Gender Skewness: -.342 Normally
Kurtosis: -1.915 distributed
➢ Age Skewness: .116 Normally
Kurtosis: -1.005 distributed
➢ Ethnicicity Skewness: -.032 Normally
Kurtosis: -1.586 distributed
➢ Region Skewness: .149 Normally
Kurtosis: -1.016 distributed
➢ Level of Education Skewness: -.124 Normally
Kurtosis: -.967 distributed
• Reliability Cronbach’s >0.7 (DeVellis 2003)
Alpha
➢ Brand Awareness RELIABLE
➢ Brand Association RELIABLE
➢ Perceived Quality RELIABLE
➢ Brand Loyalty RELIABLE
➢ Purchase Intention RELIABLE
3 Inferential Statistic Multiple p-value
• Multiple Regression Regression <0.05 (0.95 ci)*
<0.01 (0.99 ci)**
H1: Brand awareness has a significant effect 0.911 REJECTED
on customer’ purchase intention
H2: Brand association has a significant 0.267 REJECTED
effect on customer’ purchase intention
H3: Perceived quality has a significant effect .001 ACCEPTED
on customer’ purchase intention
H4: Brand loyalty has a significant effect on .001 ACCEPTED
customer’ purchase intention
5.0 DISCUSSION AND CONCLUSION
The chapter include the discussion about research objectives and research questions constructed in Chapter 1. Besides, this chapter also
includes research implications, limitation of the research as well as the recommendations for Karisma Jaya Enterprise, the recommendations
for future researchers and conclusion.
5.1 DISCUSSION
The main purpose of this study is to study the influence of customer’s purchase intention of Karisma Jaya Enterprise’s product. In this study, we
examine the four factors of brand equity such as brand awareness, brand association, perceived quality, and brand loyalty as independent variables
on customers’ purchase intention. In the first hypothesis, the focus was on the effect of brand awareness on customers’ purchase intention. The results
of this study indicated that this hypothesis is rejected. Several studies have been conducted to investigate the impact of brand awareness on
customer purchase intention, and the results show that the impact of these factors on customer purchase intention is positive and has a significance
impact on customers’ purchase intention (Jalilvand et al., 2011). As a result, the outcome of this hypothesis contradicts the findings of Kawa et al.
(Jalilvand et al., 2011) and (Kasornbua & Pinsame, 2019). The second hypothesis is the effect of brand association on customers’ purchase intention.
The results of this study indicated that this hypothesis is also rejected. The conclusions of this hypothesis also contradict the findings of Kawa et al.,
who claim that brand association has a significant effect on purchase intention.
Another hypothesis was the effect of perceived quality on customer’s purchase intention. This hypothesis was supported, revealing that product
quality has a large and favourable impact on customers' purchase intentions. In previous studies, the relationship between these two variables was
investigated and indicated a positive impact of product quality on customers’ purchase intention (Jalilvand et al., 2011) and (Brzozowska-woś, 2013).
As a result, the findings of this study are consistent with past research. Furthermore, according to the results of multiple regressions, perceived quality
has a high factor of influencing customers' buy intention, indicating that perceived quality is a crucial element in consumer purchase intention. The
fourth hypothesis examined the effect of brand loyalty on customer purchase intentions. This theory was also supported. The findings of this
hypothesis are compatible with the findings of (Jalilvand et al., 2011) and (Brzozowska-woś, 2013). We can justify that brand loyalty to Karisma
Jaya Enterprise products is high, and brand loyalty may be considered as a determinant for customer buy intention. Continuous product quality
improvement and brand loyalty might result in a high yield for the organisation.
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5.2 OBJECTIVE 1: TO INVESTIGATE THE EFFECT OF BRAND AWARENESS ON CUSTOMER’S PURCHASE
INTENTION
Brand Awareness's Influence on Purchase Intention. The findings of this study show that brand awareness has no significant effect on
purchase intention because the product is not well known by the public, so consumers are unaware of the brand. Consumers will prefer to
buy products with brands they are familiar with over products whose brands are new to them. It is possible to conclude that the greater a
consumer's awareness of a brand, the greater their buy intention. This demonstrates that the researchers' research is inconsistent with past
studies indicating that brand awareness has a significant and favourable influence on purchase intention.
5.3 OBJECTIVE 2: TO INVESTIGATE THE EFFECT OF BRAND ASSOCIATION ON CUSTOMER’S PURCHASE INTENTION
The Effect of brand association on Purchase Intention. The findings of this study show that brand association has no significant effect on
purchase intention because the product is not well known by the public and thus consumers are not associated with the brand. Consumers
will tend to buy products with brands they are already familiar with rather than products with brands that are still unfamiliar to their ears.
The stronger a consumer's association with a brand, the greater their buy intent. This demonstrates that the researchers' findings are
inconsistent with past studies indicating that brand association has a significant and favourable influence on purchase intention
5.4 OBJECTIVE 3: TO INVESTIGATE THE EFFECT OF PERCEIVED QUALITY ON CUSTOMER’S PURCHASE
INTENTION
The Influence of Perceived Quality on Purchase Intention. According to the findings of this study, perceived quality has a substantial effect
on purchase intention because superior quality can raise customer happiness, improve product performance, and create a strong competitive
advantage in the target market or higher consumer interest. Higher quality product is difficult to find, and this is what often creates curiosity
and interest in consumers. When people see and experience the quality of food products, a desire to purchase them arises. Thus, it means that
the research is in line with previous research that perceived quality can influence purchase intention.
5.5 OBJECTIVE 4: TO INVESTIGATE THE EFFECT OF BRAND LOYALTY ON CUSTOMER’S PURCHASE INTENTION
Brand Loyalty's Impact on Purchase Intention. According to the findings of this study, brand loyalty has a considerable influence on purchase
intent. This is due to the fact that a positive customer relationship and engagement can increase product performance and provide a significant
competitive advantage in the target market or higher consumer interest to purchase. As a result, the study in line with previous findings that
brand loyalty influences purchase intent.
5.6 RESEARCH IMPLICATION
According to the findings of the study, perceived quality and brand loyalty have an impact on customers' purchase intentions. Furthermore,
the study discovered that perceived quality and brand loyalty have the greatest influence on customer purchase intention. As a result,
businesses may maintain and improve their product quality in order to attract more current and potential customers to purchase Kasih Bonda
Mee Kuning. Kasih Bonda Mee Kuning, for example, can add a Halal certified label to the packaging and improve the noodle's expiry date.
As a result, customers will be more likely to buy or repurchase the noodle product. As stated in the problem statement, Mee Kuning's sales
and profit are declining, which is exacerbated by the spread of Covid-19 pandemics and the emergence of new competitors. This study
demonstrates that brand loyalty has a major impact on customer purchase intent. As a result, businesses can engage in promotional activities
on a seasonal basis to attract more customers and keep them loyal to the product. Customers who care about the company's engagement are
more likely to purchase the product, which leads to increased sales and profit. Businesses could market their products on social media,
WhatsApp, Telegram, and other platforms to attract customers. Social media usually the most effective way to increase the engagement in
short term due to the loyal followers. As a result, followers will buy whatever products are associated to the business on social media as a
way of showing their support for the brand. Finally, the study's findings could contribute further empirical data to the literature on brand
equity factors and customer purchase intention by studying their antecedents such as brand awareness, brand association, perceived quality,
and brand loyalty.
5.7 LIMITATIONS OF THE STUDY
There are several limitations in the study. The limitations include the area of the study, demographics, and items of the questionnaires. The
study was conducted in Temerloh, Mentakab and Jerantut area. The questionnaire was solely delivered through online platforms such as
Telegram, WhatsApp, and social media. The respondents were limited to those who have tried or purchase Kasih Bonda Mee Kuning by
Karisma Jaya Enterprise. Furthermore, SPSS was used in the study to evaluate the correlations between brand awareness, brand association,
perceived quality, brand loyalty, and purchase intent. Aside from that, because the p-values for brand awareness and brand association are
greater than 0.05, both hypotheses are rejected. According to the findings, only perceived quality and brand loyalty have a substantial effect
on customer purchase intention.
5.8 RECOMMENDATIONS FOR KARISMA JAYA ENTERPRISE
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5.2.1 PERCEIVED QUALITY
Since Hypothesis 3 is accepted and has a substantial effect on customer purchase intention, Karisma Jaya Enterprise must improve their
quality in order to persuade customers to purchase it. Karisma Jaya Enterprise could improve their product by figuring out how to make
Kasih Bonda Mee Kuning last longer and taste better without using preservatives and food colouring. Furthermore, Karisma Jaya Enterprise
encouraged the use of high-quality plastic for packaging in order to attract potential customers and make a positive first impression on
targeted buyers. Packaging material is used to wrap a product on the outside to protect it from damage. Similarly, the packaging material
is referred to be a tool for communicating the value of the product to the buyer. The current plastic used for packaging appears to
be cheap and oily, making people uncomfortable when they touch it. My advice to Karisma Jaya Enterprise is to switch to a different type
of plastic for their packaging and figure out how to avoid making the noodle excessively oily. The packaging material used may affect the
perceived quality of the goods, and packaging material can protect the product from damage. Naturally, people are more likely to purchase
a product with high-quality packaging than a product with low-quality packaging (Zekiri & Hasani, 2015 cited in Yeo et al., 2020). Finally,
Karisma Jaya urged the use of the Halal Jakim certificate to encourage customers, particularly Muslim customers, to purchase it. Even if
Mee Kuning Bonda is made by Muslims, the halal certification is vital to provide customers confidence when purchasing a food product.
This is because the Halal logo also indicates that the company and facility that processes the food are clean and safe.
5.2.2 BRAND LOYALTY
As hypothesis 4 has a significant effect on purchase intention, Karisma Jaya Enterprise must improve Kasih Bonda Mee Kuning brand
loyalty. If we want to improve purchase intention in the food industries market by focusing more on brand equity, the most important thing
is to make customers loyal, as this is the only component in establishing purchase recommendations in customers (Roozy et al., 2014).
According to the findings of Alraja et al, 2020, effective use of social media marketing will improve firms' ability to manage organisational
marketing and commercialization strategies. This smart and straightforward method will raise the number of customers and hence the
quantity of purchases. An effective adoption of social media marketing practises will help organisations enhance product sales and allowing
them to meet their goals. Because of the growing number of efforts to improve a company's reputation, it is believed that the relationship
between social media practice elements is critical in order to raise company profits and customer loyalty (Alraja et al., 2020). Karisma Jaya
Enterprise must develop engagement with both present and potential customers in order to improve Brand Loyalty. Karisma Jaya
Enterprise is urged to create social media in order to increase audience engagement. Create engaging content about Kasih Bonda Mee
Kuning, such as recipe sharing, culinary activities, highlighting the benefits of using Kasih Bonda Mee Kuning, and many more, to attract
customers and interact with the audience. Furthermore, Karisma Jaya Enterprise can take part in activities to increase customer loyalty.
Since Karisma Jaya Enterprise is a small business, it is encouraged to participate in small events such as Gotong-royong activities,
neighborhood gatherings, and sport activities as sponsorship to expand the experience among potential customers. Karisma Jaya Enterprise
is also encouraged to do sales promotions around special occasions such as Hari Raya, Chinese New Year, Deepavali, and Christmas.
Karisma Jaya Enterprise can offer promotions such as Buy 2 Get 1 Free, 20% off second purchases, or a combo pricing of 2 packets for
RM 3. Karisma Jaya Enterprise can enhance brand loyalty and attract potential customers to purchase it through promotional activities.
Karisma Jaya Enterprise also must discover or approach new distributors or restaurants in order to use Kasih Bonda Mee Kuning. As a
result, Karisma Jaya Enterprise can gain loyal customers. Finally, in order to boost brand loyalty, Karisma Jaya should expand its product
line such as Bihun, Laksa and others. The variety of products that a company produces might increase customer loyalty.
5.3 RECOMMENDATIONS FOR FUTURE STUDIES
Based on the study's limitations, future studies can be undertaken to include other Malaysian places based on case studies. Questionnaires
can be collected online or offline if the pandemic is better, such as at a stall, restaurant, or other relevant location based on the researcher's
research. In my example, this is the location where the buyer purchases the product. Furthermore, further study can be conducted using a
qualitative data collection method. This is due to the fact that for my case study, the researcher can ask the clients what Kasih Bonda Mee
Kuning can do to improve the product. Using the qualitative method, the researcher was able to learn more about why customers or clients
prefer Kasih Mee Kuning Bonda over other brands, and vice versa.
Meanwhile, future research should include other independent factors to examine the association with purchase intention. This is due to the
outcome of multiple regression, which shows that brand awareness and brand association have no significant effect on customer purchase
intention (p-value >0.5). Lastly, future researchers are encouraged to do conduct a study to find another brand equity elements to test
relationship with purchase intention. This is due to the fact that stronger client buy intentions are vital for a company's ability to boost sales
and profit.
6.0 CONCLUSION OF THE STUDY
Brand awareness and brand association have no significant effect on customer purchase intention, however perceived quality and brand
loyalty have a significant effect. The study's findings are important for all industries, particularly micro-SME and F&B. Recommendations
for future studies are created in order to improve the study's limitations.
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Journal of Innovation, Creativity and Change, 11(12), 290–298.
Ali, H. (2017). Purchase Decision Model: Analysis of Brand Image, Brand Awareness and Price (Case Study SMECO Indonesia SME
products) 1. 621–632. https://doi.org/10.21276/sjhss
Alraja, M. N., Khan, S. F., Khashab, B., & Aldaas, R. (2020). Does Facebook Commerce Enhance SMEs Performance? A Structural Equation
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Ardiansyah, F., & Sarwoko, E. (2020). How social media marketing influences consumers ’ purchase decision ? A mediation analysis of
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Brzozowska-woś, M. (2013). 2013 THE IMPACT OF BRAND COMMUNICATION ON BRAND EQUITY DIMENSIONS AND BRAND
PURCHASE INTENTION Related papers Part h Desai.
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Eismann, Kristel, Heinonen, M., & Nguyen, J. (2016). Increasing Brand Awareness as a Micro-enterprise via Social Media :
Esmaeilpour, M., Mohamadi, Z., & Rajabi, A. (2016). Effect of Dimensions of Service Quality on the Brand Equity in the Fast Food Industry.
Studies in Business and Economics, 11(3), 30–46. https://doi.org/10.1515/sbe-2016-0033
Guo, S., & Hussey, D. L. (2004). Nonprobability Sampling in Social Work Research. Journal of Social Service Research, 30(3), 1–18.
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Harwani, Y., & Sakinah, A. A. (2020). The Influence of Brand Awareness , Packaging Design and Word of Mouth on Purchase Intention.
120(November 2017), 245–252.
Jaafar, S. N. (2018). Consumers ’ perception , attitudes and purchase intention towards private label food products in Malaysia Consumers
’ Perception s , Attitudes and Purchase Intention towards Private Label Food Products in Malaysia. September.
Jalilvand, M. R., Samiei, N., & Mahdavinia, S. H. (2011). The Effect of Brand Equity Components on Purchase Intention : 2(2), 149–158.
Jindal, G. (2019). An Empirical Examination of Integrated Customer Based Brand Equity Model. 79–103.
Kasornbua, T., & Pinsame, C. (2019). FACTORS AFFECTING PURCHASE INTENTION OF COMMUNITY PRODUCT IN THAILAND-
CAMBODIA BORDER * Thichakorn Kasornbua 1 , Chanon Pinsame 2. 7(2), 949–961.
Khalique, M., Isa, A. H. B. M., Nassir Shaari, J. A., & Ageel, A., 2011. (2011). CHALLENGES FACED BY THE SMALL AND MEDIUM
ENTERPRISES ( SMEs ) IN MALAYSIA : AN INTELLECTUAL.
Mirabi, V., Akbariyeh, H., & Tahmasebifard, H. (2015). A Study of Factors Affecting on Customers Purchase Intention Case Study : the
Agencies of Bono Brand Tile in Tehran. 2(1), 267–273.
Nyatlo, M. R. (2018). The influence of social media on purchase intention, brand awareness, and brand loyalty: a focus on customers’
engagement with brands on the platforms. http://wiredspace.wits.ac.za/handle/10539/29065
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Challenges Among Malaysian SME : A Theoretical Perspective Nurulhasanah Abdul Rahman *, Zulnaidi Yaacob ** and Rafisah Mat
Radzi ***. October.
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212–217.
Rukuni, T. F., Maziriri, E. T., Africa, S., Mofoka, T., & Africa, S. (2020). Social Media Strategies on Brand Awareness at a Small
Business Consultancy Firm in South Africa. 4–22.
Shabbir, M. Q., Khan, A. A., & Khan, S. R. (2017). Brand Loyalty Brand Image and Brand Equity: the Mediating Role of Brand
Awareness. International Journal of Innovation and Applied Studies, 19(2), 416–423. http://www.ijias.issr-journals.org/
Suhaini, M. D., Noor Hasmini, A. G., & Sahadah, A. (2016). The Effect of Brand Personality on Brand Equity in the Service Section. The
International Journal of Business and Management Research, 3(5), 19–33.
Suki, N. M. (2014). Young consumers ’ insights on brand equity. https://doi.org/10.1108/IJRDM-02-2014-0024
Yeo, S. F., Khoo, Y. H., Tan, C. L., & Lim, K. B. (2020). Product packaging: Impact on customers’ purchase intention. International
Journal of Business and Society, 21(2), 857–864.
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FYP PROPOSAL
AHIBS UTM JULY 2021
SKUDAI
STUDY OF EFFECTIVENESS & CHALLENGES MULTI-CHANNEL
DISTRIBUTION MARKETING MINYAK MASAK CAP LESONG
RAHIMAH BINTI AZMAN, DR. NORZAFIR
Azman Hashim International Business School, Universiti Teknologi Malaysia, Johor Bahru
*Corresponding author: [email protected]
Abstract
Number of companies that have apply two or more channels to distribute their product in the market are positively increase and
this strategy is expected to have a positive impact on company performance. In the previous research demonstrated that multi-
channel distribution gives more opportunities to a company. The researcher shows that a customer that uses multiple distributions
channel is more loyal and it also can stimulate greater turnover. This proposal is a case study to study the effectiveness &
challenges multi-channel distribution marketing Minyak Masak Cap Lesong. The results of this study indicate that the preferred
marketing channel to distribute their products. The study conducted for this study is using qualitative research. This study aim to
determine the most effective Marketing Channel Strategy and to examine the challenges of using Multichannel Distribution to
market Minyak Cap Lesong. Data collection for this study is uses in-depth interviews to conduct interviews with respondents. The
respondent is consisting of retailer of Minyak Cap Lesong. Data has been analyzed using thematic analysis
Keywords: Multi-Channel, Channel, Distribution
1.0 INTRODUCTION
A distribution channel is one of the product business chains through which the end buyer will acquire or purchase the
product. Arya & Mittendorf (2013) defines distribution channel as the way how consumers reach the product. Distribution channel
is involved wholesalers, retailers and distributors. Vázquez-Casielles, Rodolfo, Victor Iglesias, (2013) said multiple channels have
played an important role in contemporary business strategy and have been considered a key driver to success. Distribution channel
is really important to an organization or manufacturer to distribute their products or services. They are many types of distribution
channels that have been used by most companies. Among them are Single channel and multi-Channel distribution. Single channel
refers to a producer or retailer's effort to reach customers through only one distribution option, regardless of whether it's online,
catalog, mail-order, face-to-face selling or traditional retail. This approach reduces marketing investments and organizational
complexity.
However, most large industrial companies are now diversifying the use of marketing channels in the distribution of their products.
Channel marketing is one way for manufacturers to ensure the distribution of goods to end users by using several levels called
middlemen. Baines et al. (2017) A marketing channel is defined as an entity or agency that engages in an activity that connects
producers and customers in order to make a product or service available. It was separated into two types: direct and indirect
marketing channels. (MacInnis, 2004; Brumfield, 2005; LeRoux, 2010; Seemanon et al., 2015). Study on suitable marketing
channel is important for the company because it can help to increase level of satisfaction for consumer and can improve
their brand awareness and loyalty toward their product and services. So that, this study needs to be done to find out the appropriate
marketing channel and what are the barriers to using the marketing channel for Minyak Cap Lesong.
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1.1 BACKGROUND OF STUDY
According to the title, this study is about the effectiveness and barriers of multichannel distribution in Syarikat Helang Gagah
Sdn. bhd. Syarikat Helang Gagah Sdn. Bhd. Is a company located in Sungai Petani. This company has been operating for 4 years
starting 2018. The company was established in Melaka. Melaka is the HQ of Lesong sdn bhd. At the Sg. Petani, they have 3 operator
employees and 5 suppliers. The main effort of this company is to be a producer of cooking oil and has several Lesong Mart branches
operated by HQ from Melaka. In Sungai Petani they focus on the production and sale of bottled cooking oil. There are three types
of bottle sizes produced including 1Litre, 2litre and 5litre. Most of their customers are local retail business owners only.
The company uses several distribution methods including through distributors, retailers, and then customers. The company
only focuses on existing distribution channels, and this means the distribution of goods depends on the distributor. Because these
companies only rely on distributors to market their products, they have received complaints from several retailers about product
delivery problems. This is because distributors do not give commitment in carrying out their duties as distributors. This can affect
the business performance of this company.
Therefore, multi-channel can help this company to facilitate customers to continue to place orders to the factory without having
to use distributors or agents. To study the effectiveness of multi-channel in this company, an interview will be made to the retailers.
The purpose of this study is also to examine the barriers faced by these companies to improve distribution channels to various
distribution channels. The company has problems in terms of lack of employees in the required expertise and they also do not have
space to store finished goods. This is because the company will process the goods according to the order from the distributor.
1.2 PROBLEM STATEMENT
The use of various types of distribution channels among B2B and B2C is a strong element in businesses. Multi -channel distribution
is becoming more common in marketing, and the internal organizational dynamics that come with it are strategic in nature (Michael
J. Valos, 2008). In previous studies, individual customers have swiftly embraced the habit of making purchases across a variety of
channels, with 65–70% of them being multi-channel buyers (Business Horizons, 2007). Multi-channel distribution is important
because it can contribute an increasing of revenue and it also can help to increase level of awareness toward this brand. This study
was conducted to determine the suitable Marketing Channel and the challenges of using Multichannel Distribution. Syarikat Helang
Gagah is a producer of Minyak Cap Lesong , they carry out buying and selling activities only through agents or distributors. All
sales proceeds depend on orders made through wholesalers and only accept orders in bulk. However, this way of distribution alone
is not enough to make this brand better known to the public. This has resulted in limited distribution and revenue may not have a
positive impact on revenue.
1.3 RESEARCH OBJECTIVES
This study listed two main objectives:
i. To determine the most effective Marketing Channel Strategy for Minyak Cap Lesong
ii. To examine the challenges of using Multichannel Distribution to market Minyak Cap Lesong.
1.4 RESEARCH QUESTIONS
This study listed two main research questions:
i. What is the suitable Marketing Channel for Minyak Cap Lesong product distribution?
ii. What is the challenges to use multichannel distribution for Minyak Cap Lesong ?
1.5 RESEARCH SIGNIFICANCE
The channel of distribution greatly influences the pattern of the product market. Multichannel distribution can provide pleasure to
retailers or users to know and get our products. Multichannel distribution can also have a positive impact on consumer feedback.
If the distribution method provided achieves customer satisfaction it can affect consumer loyalty. So, a manufacturing company
needs to plan and make a choice of distribution channel that suits the needs of consumers. However, to make a good choice there
are also challenges that need to be faced by the company. This study is about to explore the effectiveness and the challenges of
Multichannel in Helang Gagah Sdn. Bhd. The findings in this study are also important to help Helang Gagah Sdn. Bhd. handle
consumer complaints.
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1.6 SCOPE OF STUDY
The coverage of this study is to determine the multichannel distribution effectiveness in Syarikat Helang Gagah Sdn Bhd.
Companies may know what and how multichannel happens but they may not know how effective it is. It can also facilitate
consumers as well as attract new customers. However, to use multichannel distribution is not as easy as we understand, there may
be some obstacles that need to be faced to improvise the distribution channel. This study involved 8 respondents consisting of
employees and retailers for Helang Gagah Sdn Bhd. Data obtained from informant will be recorded to answer research questions.
To interact with the informants to obtain data in a purposive way, the in-depth interview will be conducted using the semi- structured
interview method.
2.0 LITERATURE REVIEW
2.1 WHAT IS MULTI CHANNEL DISTRIBUTION?
A multichannel distribution is a method or structure by which a single company establishes two or more sales and marketing
channels to reach one or more customer segments, such as through a physical store, an online marketplace like Amazon or eBay,
a large retailer, wholesale, direct marketing, or resellers (QuickBooks Commerce, 2019). Neslin et al. (2006) defines the design,
deployment, coordination, and evaluation of the various channels via which a marketer recruits, maintains, and develops clients is
referred to as multichannel marketing. According to Kotler and Keller (2012) each channel of distribution has a different customer
category as its target market, or even attempts to serve diverse demands of the same clients.Multichannel distribution can help
Helang Gagah Sdn. Bhd. to improve customer perception because with multi -channel distribution it can facilitate buyers or
consumers. It can also contribute to customer loyalty because ease in purchasing can differentiate us from competitors. Choosing
a distribution channel or designing one has proven to be difficult in general for companies, this can be quite difficult (Edgar E.
Blanco, 2012).
2.2 THE IMPORTANCE OF MULTICHANNEL DISTRIBUTION
According, Hassan Mansoor (2017) defines customer reach as the possible number of customers your company may reach through
any marketing channel or campaign. According to (Hassan Mansoor, 2017) sales, exposure, and consumer reach rise when
companies position their goods in front of people who need it, whether in-store or online. Multichannel distribution allows
businesses to communicate with customers in a variety of ways, increasing their reach '(Michael J. Valos, 2008). It is a factor of
effectiveness by having multichannel in the company can help increase the breadth and increase customer reach. Multichannel
makes it easy for customers to deal in purchases or to find out information about a company’s products. When it facilitates buyers
or consumers it can simultaneously achieve customer satisfaction. If customer satisfaction is achieved, the customer will spread the
word about this product to new customers. It can indirectly increase customer reach.
2.3 CONVENIENCE FOR PURCHASING
For most customers, convenience is defined as an experience that saves them time and effort. Convenience helps users get what
they need, when they need it, quickly, easily, and up close. This is a factor in the effectiveness of various channels because the
convenience can provide satisfaction to customers. For Helang Gagah Sdn Bhd. Customer satisfaction is very influential in
determining the extent to which the market can perform. With the multichannel, it can help increase customer satisfaction with
the product. Meanwhile, the views from Helang Gagah Sdn Bhd. it can facilitate the company's affairs to increase the market and
can differentiate the company from competitors.
2.4. CHALLENGES OF USING MULTICHANNEL DISTRIBUTION
Multi-channel is a system for the distribution of goods through various channels. To have multiple channels, it involves high cost
and requires more space to store goods. This is because, if consumers want to use direct channel distribution the factory needs to
provide space to store finished goods. But distribution channels cannot rely on just one type of channel. Syarikat Helang Gagah
Sdn. Bhd. only operates as a finished goods processing plant. If they want to do multiple distribution channels, they need to add
space to store goods.
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Contribute revenue
MULTICHANNEL
DISTRIBUTION
Increase awareness
DISTRIBUTION
CHANNEL
Higher in labor and
materials
CHALLENGES
USING
Complexity
Figure 2.1: Research framework for the Effectiveness & Challenges Multi-Channel Marketing to Helang Gagah Sdn. Bhd
3.0 RESEARCH METHODOLOGY
3.1 RESEARCH DESIGN
Case study technique is guided by two main approaches: one provided by Robert Stake (1995) and the other by Robert Yin (2003, 2006). Both
like to make sure that the issue of interest is thoroughly investigated and that the substance of the phenomena is disclosed, but their approaches are
extremely different and deserving of discussion. The research design of this study is descriptive qualitative research design. Qualitative research
contributes to an understanding of the human condition in different contexts and of a perceived situation (Mariette Bengtsson , 2016).
3.2 POPULATION AND SAMPLING
The population of this research is focused on respondents from Helang Gagah Sdn Bhd. There are 20 retailers and 4 staff from Helang Gagah Sdn
Bhd. The total population of respondents in Helang Gagah Sdn Bhd is 24 people. Interviews will be conducted to the respondents by using a
convenient way. From the result of sample size, the number of samples is 8 respondents. Then, 8 sessions of interview will be conducted among the
respondents from the population in Helang Gagah Sdn Bhd. The interview is about the what is the suitable Marketing Channel and what is the
challenges to use multichannel distribution for Minyak Cap Lesong.
3.3 DATA COLLECTION
This study uses in-depth interviews to conduct interviews with respondents. The in-depth interview allows the interviewer to delve deeply into social
and personal matters (Medical Education, 2006) This interview involves structured questions and semi- structure questions. The majority of the time,
though, the interview was led by a list of questions prepared ahead of time (Sharan
B. Merriam, 2001). The Semi-Structure question is a questionnaire meant to get people's subjective reactions to an event or phenomena they've
encountered. (Michele J. McIntosh1 and Janice M. Morse, 2015) . Question has been prepared and the interview sessions are conducted through
online meetings or phone calls. The meeting is recorded and written to facilitate the interview process.
3.3 DATA ANALYSIS
Data analysis is the process of collecting, modeling, and analyzing data to extract insights that support decision making. (Bernardita Calzon, 2021),
analysis of methods used in Thematic Analysis. Thematic Analysis is a technique for finding, organizing, and interpreting patterns of meaning
(themes) methodically in a set of data (Virginia Braun & Victoria Clarke, 2006).
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Thematic Analysis provides an entrance into research methods that may seem vague, confusing, theoretically hard, and overly
complicated (Virginia Braun & Victoria Clarke, 2006). Braun and Clarke (2006) divided thematic analysis into six steps which is:
STEP 1- Familiarise with the collected data.
- Go through the audio recording, listen it repeatly, the start
taking notes
STEP 2- Create coding and put it into a group and describe.
- Highlight or take note the interesting data and create the code to form
a themes pattern based on the recording. Highlight the codes to easy
match with other similar code
STEP 3- Searching the themes using code that has been highlighted
Extract the interesting data and combine the code into the broad level of theme.
For example, Mcd, KFC and Pizza Hut to be in one code which is fast food.
STEP 4- Review the all selected theme
Review all the extracted theme, review whether the themes relevant or not
because it may be overlap themes.
STEP 5- Defining and Naming Themes
Define the theme and analyse the data with the nice themes’s name. Nice and
clear name can make easy to the reader to understand what is theme meaning.
STEP 6 – Prepare the report
Write up the data that is supported by theme as evidence. It is important that the
report has logical and interesting data across the theme.
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4.0 Finding
4.1 Profile of Respondents
The total number of respondents for this study is 8. There are four from the staff and four for the retailers.
Table 4 (a): Staff Respondent Table 4 (b): Retailers Respondent
Respondent Background Respondent Background
Respondent 1 26 years old and live in Respondent 5 32 years old and live in Sg
Pinang Tunggal, Kepala Petani, Kedah.
Batas.
Respondent 2 30 years old and live in Sg Respondent 6 28 years old and live in
Petani, Kedah. Penaga, Penang.
Respondent 3 24 years old and live in Sg Respondent 7 30 years old and live in
Petani, Kedah. Penaga, Penang.
Respondent 4 25 years old and live in Sg Respondent 8 28 years old and live in Bagan
Petani, Kedah Serai, Perak
4.2 Suitable Marketing Channel for Minyak Cap Lesong product distribution
4.2.1 Direct Selling
“ I agree more if use direct selling because it's easier for me to add items because sometimes wholesalers are slow to send and
restock items” Respondent 5
From the interview, respondent 1 also said direct selling is the suitable Marketing Channel because it will be easier to retailers to
get their stock without waiting Wholesalers sending it to their outlet or grocery shop. While respondent 2 also agree if using
direct selling for distribute Minyak Cap Lesong because it also can contribute in increase the revenue.
“But if only using direct selling is difficult for a handful of retailers. Sometimes retailers do not have time to buy directly from the
factory, some are difficult to buy because there is no suitable vehicle. In addition, the amount of fuel can sometimes exceed the
vehicle's load limit if a suitable vehicle is not used. So direct selling is not suitable for this retailer.” Respondent 6
4.2.2 Selling through intermediaries
“I am more comfortable with this situation. This method is simpler and more organized. It can also help agents to get commissions
on their sales.”Respondent 3
Overview from the interview respondent 3 agrees if this type of marketing channel is suitable for this business. Because currently
this channel is used and has no problems.While respondent 4 is not so agree with this method.
“This method may be appropriate but sometimes the goods do not arrive on time. Sometimes, agents or wholesalers are slow to
come and restock items. Some of them are less committed, so customers will easily turn to other brands.” Respondent 4
4.2.3 Dual distributions / Multi Channel distribution
“This method is very suitable, when compared to other methods it is the most suitable” Respondent 7
From the interview, it shows almost all the respondent agree to apply this method. Respondent 6 suggest to apply this method into
Minyak Cap Lesong. “Minyak Cap Lesong may not be known to many people maybe because of the distribution method used
is only selling through intermediaries. Perhaps the Company can diversify their sales methods between selling directly to retailers
and not relying too much on other agents or distributors.”
Respondent 5 said “Multi-channel is very good, it is very easy for customers to get this product.” He stated that multi-channel
can help consumers to buy and get this product. In relation to that, respondent 8 also gave a suggestion to the company to improve
the website so that customers can place orders through the website without having to contact directly to the factory. This
sophisticated age is very suitable because everything can be done at your fingertips.
4.3 Challenges to use multichannel distribution for Minyak Cap Lesong
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4.3.1 High cost in Labor and Materials
“ If there are many distribution channels, there needs to be a lot of space to keep stock ready. Must involve a lot of cost.”
Respondent 3
“Existing employees are not enough to cover if there are many distribution channels. We need to add hired employees and it
involves costs that may affect the company's revenue” Respondent 2
Overviewed from the interview most interviewers raised the issue of cost increases if there was an increase in distribution channels.
If the company uses a multi-distribution channel it will involve high costs in terms of employees and materials. In addition, the
company also needs to provide more storage space to store ready stock items.
“More distribution channel, needed more material and it will more costly”. Respondent 1.
4.3.2 Increase complexity
“If using multi-channel business will be more complicated because it requires more care in receiving orders”. Respondent 4
Each channel requires a person in charge to avoid order overlap. For example, order online and offline. If order management is
managed with it can cause losses in of an error.
“If using multi-channel distribution, the company should work more effort to handle it such as advertising, promotion and etc.”
Respondent 4 and 7.
4.4 Development of Themes for Thematic Analysis
The table below shows themes and the codes in implementation of thematic analysis method which is obtained from the interview
results.
Table 4 (c): Theme Development (Suitable Multi-Channel)
Major Theme Theme / Coding
Direct Selling
Suitable Multi- Channel Selling through intermediaries
Dual distributor/ Multi-
Channel Disribution
Table 4 (d) : Theme Development ( Challenges in using Multi-Channel)
Major Theme Theme / Coding
High-Cost Labor and materials
Challenges to use Multi- Channel Distribution Complexity
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5.0 DISCUSSION
Challenge in using multi-channel distribution
Suitable Multi-Channel
Marketing Distribution Higher cost in labor and
materials.
1- Direct Selling
2- Selling
Intermediaries
3- Dual Complexity
distribution/
Multi- Channel
Distribution
Figure 5.1: Thematic Maps Study of effectiveness & challenges multi-channel distribution marketing Minyak Masak Cap
Lesong
5.1 SUITABLE MULTI- CHANNEL DISTRIBUTION
After analyzing the collected data, information regarding the suitable multichannel distribution has been presented. The answer
from the interviewers can divide into 3 theme code which is direct selling, selling with intermediaries and dual/ multi-channel
distribution. The finding result show that multi-Channel is the most suitable for the Minyak Masak Cap Lesong. The majority
of interviewers understand what a distribution channel means and can differentiate it well. The interviewer also explain why they
think multi-Channel is suitable for Minyak Masak Cap Lesong. It is because they can get the product easier and they can buy the
product using appropriate web site. It gives them benefit because they can save their time. They also suggest that Minyak Cap
Lesong to make an offer by offering and delivering oil at every nearby grocery store. Obviously Multi-Channel brings many
benefits to a company.
5.2 CHALLENGING IN USING MULTI-CHANNEL DISTRIBUTION
As a result of the recorded interviews, there are 2 challenges for Cap Lesong Oil using multi-channel disribution. Among them
is the high cost in labor and materials. Obviously, multi-channel distribution involves various types of channels to distribute
goods. Based on the interview, some are of the view that if using multi-channel distribution channel should have more storage
space and also need more employees.
5.3 RESEARCH LIMITATION
1. Limited Scope
The research scope only focusses on staff and retailers of Syarikat Helang Gagah only. Since this case study research in
this company so the scope on research only focusing among them only.
2. Limited Area
This study is conducted in Syarikat Helang Gagah in Sungai Petani only. So, the scope focus on the Sungai Petani branch only
not included Headquarters in Melaka.
3. Lack of skills
The researcher has a lack of training and experience in conducting qualitative research. Many techniques and methods
are underlying in qualitative research that still needs to learn.
4. Lack of cooperation
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There are have some interviews do not want to be interviewed and some of them have no time attend the interview session.
5.4 RESEARCH RECOMMENDATION
Some recommendations for future research. The research can try to conduct a study at the headquarters in order get more
respondent and have a better result. Other than that, if the researcher chooses to conduct a researcher at Headquarters maybe they
can try to use quantitative method instead of qualitative because it more suitable with the areas.
5.5 CONCLUSION
Distribution channel is a very important marketing strategy in a company, especially those that carry out manufacturing activities.
Distribution channels are also closely linked between wholesalers, retailers, consumers and so on. Finding from this study show
that multi-channel are the most effective distribution channel because it involve many ways to distribute the productto the
consumer. It also give benefit to company because it can contribute in revenue and also can increase level of consumer awareness
toward this product.The finding from this study maybe can help the company to improve their distribution channel.
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757 Siti Amira & Dr. Adaviah (2022)
PRESENTATION
FINAL YEAR
PROJECT JAN 2022
AHIBS UTM
Measuring customer satisfaction for courier services using
SERVPERF: A case study of Ninja Van
SITI AMIRA BINTI SAIM, DR ADAVIAH BINTI MAS’OD
Azman Hashim International Business School, Universiti Teknologi Malaysia, Johor Bahru
*Corresponding author: [email protected] & [email protected]
Abstract
Customer satisfaction is a metric that evaluates how satisfied customers are with a business's products, services, and
capabilities. Information on customer satisfaction, such as surveys and ratings, can aid a firm in determining how to enhance
or modify its products and services. The primary goal of any business should be to satisfy its customers. This remains true for
business organizations, retail and wholesale businesses, government agencies, service enterprises, nonprofit organizations,
and every subgroup within a company. In order to increase the customer satisfaction, company should meet their expectation.
The objective of this study is to look at the level of customer satisfaction towards the courier services such Ninja Van. This
study uses a SERVPERF method and quantitative sampling method. Statistical analysis with mean (average) and percentage
tests is used to measure the level of customer satisfaction towards the Ninja Van services in Pasir Gudang. Hence, this study
explains that SERVPERF is actually can be used to measure the level of customer satisfaction.
Keywords: Level, Servperf, Customer satisfaction, courier services, Pasir Gudang)
■ 1.0 INTRODUCTION
Logistics companies help companies in planning, implementing, and executing the movement and storage of goods,
resources, and services from point of origin to point of consumption throughout the supply chain. Transportation, shipping,
warehousing, packing, disposal, and security are all possible options. In Malaysia we have several brands of company that
implementing logistic business. As an example, is Ninja Van company. Ninja Van is a tech-enabled express logistics company
in Southeast Asia that provides hassle-free delivery services to companies of all sizes. Ninja Van began operations in Singapore
in 2014 and since then has grown to become the region's largest and fastest-growing last-mile logistics provider, with a network
spanning six Southeast Asian countries: Singapore, Malaysia, Philippines, Indonesia, Thailand, and Vietnam. ‘Connecting
Southeast Asia to a world of possibilities, one delightful delivery at a time’ is its mission since the opening of their company
with the slogan ‘We take the hassle Out your parcel’. The development of Ninja Van company consists of three founder which
they are Mr. Lai Chang Wen, Mr. Shaun Chong and Mr. Tan Boxian.
1.1 Problem Statement
Ninja Van branch in Kota Puteri, Pasir Gudang was established in 18 March 2021. This company was owned by Mrs. Salbiah
and her partner, Mr. Hafizudin bin Muhamad. The owner got the inspiration to open that Ninja Van company on that area is
starting from late December 2020 when she had to close their company because of her business in pilgrimage clothes’ sales is
dropping since this pandemic was started. She had proposed Mr. Hafiz to join her because of Mr. Hafiz already have some working
experience in logistic company. Besides, in late February 2021, they heard the controversy about the J&T Express company. So,
they grab that opportunity to open their branch on early March 2021. For the early stage of development, they only have one staff
which is responsible to handle the reception. During this pandemic, people are more preferred to shopping through online. This
kind of behavior will tend to increasing the uses of courier services but we found that there are some problems companies had to
faced.
The lists of problem Ninja Van had faced for their company are started with a lack of awareness on the Ninja Van
existence. The failure to be attention, watchful, or observant in the environment or on the job can be defined as a lack of
awareness. This is because people did not aware about the existing of Ninja Van in that Pasir Gudang area. Possibilities, since
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758 Siti Amira & Dr. Adaviah (2022)
we are often having a Movement Control Order (MCO) in our country, so people might not have the opportunity to explore
more in surrounding Pasir Gudang area.
Besides, Ninja Van also received some complaints from the customers about their service provided towards the broken
packaging, time management and the attitude of their staff. In terms of packaging, customers might complaints about their
parcel especially for those who have a glass item inside, the possibility to broke is high. This problem may tend to lack of trust
among customer towards the Ninja Van services because customers were not confidence with the safety of their item to deliver.
Meanwhile, there are lack of time management performance which the duration of delivery parcel to customers takes a long
time. As example, it should be five days to arrival at the customers but then it takes until a week. In addition, the staff’s attitude
with not so friendly and rude make the situation become worse. Therefore, company need to refund the customer’s order. This
problem tends to decreasing the customer satisfaction toward the Ninja Van services.
In addition, the other problem is customer always compare the Ninja Van’s performance with another competitor in terms
of their features and the efficiency. Since people are more familiar with another courier such POSLaju, J&T Express, Citylink,
etc compared with ninja van.
1.2 Research Objectives
This study listed five research objectives:
RO1: To identify the relationship between the tangible of courier service performance (SERVPERF) and customer
satisfaction.
RO2: To analyze the relationship between the assurance of courier service performance (SERVPERF) and customer
satisfaction.
RO3: To determine the relationship between the reliability of courier service performance (SERVPERF) and
customer satisfaction.
RO4: To identify the relationship between the responsiveness of courier performance (SERVPERF) and customer
satisfaction.
RO5: To determine the relationship between the empathy of courier service performance (SERVPERF) and
customer satisfaction.
1.3 Research Questions
This study listed five main questions:
RQ1: Is there any relationship between the tangible of courier service performance (SERVPERF) and customer
satisfaction?
RQ2: Is there any relationship between the assurance of courier service performance (SERVPERF) and customer
satisfaction?
RQ3: Is there any relationship between the reliability of courier service performance (SERVPERF) and customer
satisfaction?
RQ4: Is there any relationship between the responsiveness of courier service performance (SERVPERF) and
customer satisfaction?
RQ5: Is there any relationship between the empathy of courier service performance (SERVPERF) and customer
satisfaction?
Research Process Flow
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759 Siti Amira & Dr. Adaviah (2022)
Figure 1: Research process flow for the customer satisfaction towards courier services using SERVPERF
The figure 1 shows the Research process flow for the customer satisfaction towards courier services using SERVPERF. It
illustrates the flow of the research process. The study will begin by identifying the research problem, which will be reviewed
through a journal that has been conducted by another individual, a process called as a literature review. If the literature review
is significant to the research problem, data gathering can proceed; if it is not, the research problem must be restudied. Following
data gathering, the research will proceed to the questionnaire survey and observation stages. The findings will be analyzed and
discussed as the research comes to a close.
■ 2.0 LITERATURE REVIEW
2.1 Customer Satisfaction
According to (Bernazzani, n.d.), customer satisfaction is a critical concept for customer success professionals to
understand and live by, and it's actually about more than a money-back guarantee. Hence, customer satisfaction is a metric that
evaluates how satisfied customers are with a business's products, services, and capabilities. Information on customer
satisfaction, such as surveys and ratings, can aid a firm in determining how to enhance or modify its products and services.
The primary goal of any business should be to satisfy its customers. This remains true for business organizations, retail and
wholesale businesses, government agencies, service enterprises, nonprofit organizations, and every subgroup within a
company. In order to increase the customer satisfaction, company should meet their expectation. The level satisfaction of the
customer can be measured through the performance components in the service quality scale or we called it as SERVPERF.
2.2 Service Performance (Servperf)
Cronin and Tylor developed the SERVPERF paradigm, which proposes that perceptions of performance are the only
criteria for measuring and defining service quality. They looked into how service quality is conceptualized and measured, as
well as the relationship between service quality, customer satisfaction, and purchase intent. The Service Quality Scale
(SERVQUAL) has been proved to measure five underlying aspects, and SERVPERF is the performance component of that
scale. Adapting the SERVQUAL to measure a service's performance simply based on customer feedback. A twenty-two-item
survey instrument used to rate the quality of non-electronic services based on customer perceptions of actual service quality.
Reliability, assurance, tangibles, empathy, and responsiveness are the five dimensions of the instrument. The SERVPERF
evaluates quality in terms of behavior rather than satisfaction. It does, however, use the concept of perceived service quality
leading to satisfaction. However, it goes one step much further and correlates satisfaction to future purchase intentions. The
SERVPERF is a variant of SERVQUAL, and it uses the same categories to evaluate service quality which are Tangible,
Reliability, Responsiveness, Assurance, and Empathy. There are statements in each category that are rated on a 7-point Likert
scale. SERVPERF proposed just 22 statements (performance related), whereas SERVQUAL proposed 44 (expectations and
performance related).
2.3 Hypothesis Development
2.3.1 Tangible
Tangible is ….. Despite the fact that it is the least crucial dimension, look is important. Just not to the same extent as the other
dimensions. Service providers will want to ensure that their staff' appearances, uniforms, equipment, and work areas on-site
(closets, service offices, etc.) are all in good shape (Arlen, 2020). The rater metric of tangibles is possibly the most difficult to
define. It includes how the customers react to the atmosphere that generate. It's easy to conceive of firms with good tangibles
if company have a physical site (Measuring Customer Service Quality with the RATER Framework, 2020). According to
Suciptawati et al, customer satisfaction and service performance are important aspects of business because a company's growth
is largely dependent on how well it maintains its customers through service. Customer satisfaction is predicted to rise as a
result of superior service quality or service performance, which will increase customer retention and loyalty.
H1: There are positively significant relationship between the tangible of courier service performance (SERVPERF) and
customer satisfaction.
H : There are negatively significant relationship between the tangible of courier service performance (SERVPERF) and
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customer satisfaction.
2.3.2 Assurance
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Assurance encompasses the employees' knowledge, courtesy, abilities, and trustworthiness, as well as the absence of danger,
risk, or doubt. Chris Arlen identified that service providers are expected to know everything there is to know about the service
that are providing as it's self-evident. The term 'assurance' has been used to describe a remark or hint that inspires a promise
or a guarantee. It can also refer to a state of certainty or self-assurance that is free of doubt. As a result, quality assurance has
an impact on excessive self-confidence or presumption in a perform routinely or customarily (AL-Otaibi, 2010).
H2: There are positively significant relationship between the assurance of courier service performance (SERVPERF) and
customer satisfaction.
02
H : There are negatively significant relationship between the assurance of courier service performance (SERVPERF) and
customer satisfaction.
2.3.2 Reliability
The ability to offer dependable service quickly and accurately is referred to as reliability. It has to do with the accuracy of
delivery information, such as recipient information and the availability of dependable officers. The ability to deliver expected
standards at all times, how the business handles customer service problems, delivering the appropriate services the first time,
providing services on time, and maintaining an error-free record are all examples of reliability (Iberahim, 2016). The
consistency or reproducibility of a measurement when measured multiple times is defined as reliability or precision. The
reliability of a specific instrument has a significant impact on the study's power (Alexandra M. Easson, 2019).
H3: There are positively significant relationship between the reliability of courier service performance (SERVPERF) and
customer satisfaction.
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H : There are negatively significant relationship between the reliability of courier service performance (SERVPERF) and
customer satisfaction.
2.3.3 Responsiveness
Responsiveness refers to a Ninja Van's willingness to respond to a customer's wants or wants for assistance and quick service.
Counter access, as well as fast and fast security clearance, are all part of it. According to (Iberahim, 2016), the ability to respond
quickly and flexibly to consumer needs is defined as responsiveness. How quickly, how well, and where they respond to their
customers is determined by responsiveness. Customer responsiveness is being available to them at their preferred times and
through their preferred channels.
H4: There are positively significant relationship between the responsiveness of courier service performance (SERVPERF) and
customer satisfaction.
04
H : There are negatively significant relationship between the responsiveness of courier service performance (SERVPERF)
and customer satisfaction.
2.3.4 Empathy
Empathy refers to the ease with which customers may form relationships, as well as good communication, personal attention,
and an understanding of their needs. The availability of waiting time for delivery and reclaim service for each and every
customer demonstrates this. According to (Hyounae Min, 2014), inserting an empathy statement in response to a negative
review improved the response's scores among a sample of people. Services can be completed totally according to the demands.
Customers, on the other hand, may not feel that provider staff are concerned about them during delivery. Customers'
perceptions of service quality are harmed as a result of this. (Arlen, The 5 Service Dimensions All Customers Care About,
2020)
H5: There are positively significant relationship between the empathy of courier service performance (SERVPERF) and
customer satisfaction.
05
H : There are negatively significant relationship between the empathy of courier service performance (SERVPERF) and
customer satisfaction.
2.4 Research Framework Model
The theoretical framework of the SERVPERF Model, which was used in the research, is demonstrated in Figure 1. The
independent factors are tangible, assurance, reliability, responsiveness and empathy while the dependent variable is customers'
satisfaction towards courier services.
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Figure 1: Research framework for the customer satisfaction towards courier services using SERVPERF
The research framework for this study is demonstrated in Figure 1. For academic and business purposes, the function is to test
the relationships between the independent and dependent variables.
■ 3.0 RESEARCH METHODOLOGY
3.1 Research Design
The research design of this study is descriptive quantitative and qualitative research design. This study uses survey
method in collecting data from prospect respondents.
3.2 Population and Sampling
The population of this research focuses to respondents of residents who use Ninja Van as their chosen courier
services in Johor Bahru. Based on the research, (Johor Bahru, Malaysia Metro Area Population 1950-2021, 2010-2021)
Macrotrends shows that there are 1,045,000 of total population in Johor Bahru in year 2021. According to Hair et al. (2010),
the minimum sample size should be 100. The target sample size for this study was 100. Questionnaire will be distributed to
the respondents by using convenient sampling. From the result of sample size, the number of samples is 100 respondents.
Then, 100 sets of questionnaires will be distributed among the respondents from the population of residents in Johor Bahru
who use Ninja van as their service courier through WhatsApp and Facebook by online Google Form. The five-to-ratio based
on the number of variables will be utilised in this study, which is based on the calculation of minimum sample size
developed by Tabachnick and Fidell (2007). The following computation was carried out:
Demographic
= (7 x 5)
= 35
Independent Variables (Tangible, Assurance, Reliability, Responsiveness, Empathy)
= ( items x 5) + ( items x 5) + ( items x 5) + ( items x 5) + items x 5)
= (4 x 5) + (4 x 5) + (4 x 5) + (4 x 5) + (3 x 5)
= 20 + 20 + 20 + 20 + 15
= 95
Dependent Variables (Customer Satisfaction)
= (DV x 5)
= (3 x 5)
=15
Minimum Number of Sample
= 35+95+15
=145 respondents
According to the calculations above, a minimum sample size of 145 respondents is required. The sample was chosen based
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on the research's purpose. The study's target sample size was 100 people. According to Malhotra (2012), a minimum sample
size of 100 respondents is required for the research to be consistent. As a result, a total of 145 respondents were chosen for
this study.
3.3 Pilot test
The pilot test has been used for this study, and students from the Bachelor of Marketing Management programme at
Universiti Teknologi Malaysia (UTM) in Skudai are being the respondents. During the semester break in August 2021, 30
students enrolled in the Bachelor of Management (Marketing) programme got the survey forms. In addition, the respondents
were given a Google Form questionnaire to fill out. When the pilot test is completed, some of the respondents gave suggestions
for my research question to make an improvement.
3.4 RESEARCH INSTRUMENT
For this study, a quantitative approach (Likert scale questions) was considered most appropriate. Part A, B, and C are the three
sections of the questionnaire. Part A consists of seven straightforward questions about the information provided by the
respondent. Part B, on the other side, had nineteen measuring items in terms of tangible, assurance, reliability, responsiveness,
and empathy for the independent variable (IV). Part C followed with three questions about the dependent variable (DV) in
terms of customer satisfaction in general. The series of questions asks respondents to choose from a list of options. Closed-
ended questionnaires are the primary tool used in this research. In this study, a set of questionnaires was created using the
categorical, multiple choice, and Likert scale. The strength of the answer is determined using the five-point Likert scale.
According to Vagias and Wade (2006), the Likert scale determines five levels of agreement: strongly disagree = 1, disagree =
2, neutral = 3, agree = 4, and strongly agree = 5.
3.5 Data Analysis
Analyze
Descriptive analysis To determine the demographic profile of the respondents, as well as the statement
related to independent variables and dependent variables in terms of frequency
and percentage.
Normality Skewness and kurtosis are used to determine whether sample data is normally
distributed.
Reliability Cronbach alpha was used to examine the reliability of measuring items in order to
assure a score of 0.7 or higher.
P-value and coefficient value test To run a regression analysis between the dependent and independent variables and
look up the independent variable's p-value in the coefficient table.
Table 3.5: Variety of Method for This Study
As shown in Table 3.5, the data obtained in this study was analysed using the Statistical Package for Social Science (SPSS)
version 26.
■ 4.0 DATA ANALYSIS
Analysis planning might be a time-saving investment. It can assist in choosing the best research methodologies and statistical
tools. It will ensure that the method to be collect data and organize the database aids in obtaining solid analytic results (Atlanta,
2013)
4.1 Scaling techniques
According to (M, Scaling Techniques, 2019) the scaling approach is a method of placing respondents in a sequence of
incremental changes in pre-assigned values, symbols, or numbers based on the characteristics of a certain object, as stated by
the rules.
4.1.1 Nominal scale
Non-quantitative (no numerical connotation) labelling variables that are unique and different from one another are
labelled using nominal scales (Prachi, 2019). This technique will use for name and gender.
4.1.2 Ordinal scale
This technique is focusing on the answer of each dimension. (Prachi, Scalling techniques, 2019) defined that the
ordinal scale is based on the concept of relative positioning of things or labels based on the individual's preference or choice.
4.1.3 Ratio scale
(Prachi, scaling technique, 2019) stated that the ratio scale is one of the most effective measurement methods. A
ratio scale, like an interval scale, is an abstract number system. It enables for accurate measurement, order, categorization,
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and distance, as well as the benefit of starting from a set zero point. The comparison can be conducted in terms of
respondent’s age that obtained ratio in this case.
4.2 Profile of Respondents
Demographic Variable Frequency(F) Percentage (%)
Age Below 17 years old 3 2.1
18 - 29 years 132 91.0
30 - 49 years 9 6.2
50 years old and above 1 0.7
Gender Male 56 38.6
Female 89 61.4
Ethnicity Malay 124 85.5
Indian 6 4.1
Chinese 13 9.0
Others 2 1.4
Educational level Primary school 0 0
Secondary school 35 24.1
Matriculations/STPM/STAM 7 4.8
Diploma 16 11.0
Bachelor 84 57.9
Master bachelor 2 1.4
Others 1 0.7
Occupation Student 90 62.1
Employed 51 35.2
Unemployed 4 2.8
Income per month Less than RM1000 142 97.9
RM 1000 - RM 3000 3 2.1
RM 3000 - RM 5000 0 0
RM 5000 and above 0 0
7. Frequency of using Daily 0 0
Ninja Van services Weekly 7 4.8
Monthly 74 51.0
Yearly 56 38.6
Never 8 5.5
Table 4.2 Profile of Respondents
As stated in table 4.2, the demographic profiles of the respondents for this study were compiled. A total of 132
respondents (91%) took part in this study, with the majority of the participants being between the ages of 18 - 29. Then it's on
to the other age groups. While only one respondent (0.7 percent) in the category of 51 and above, who are the elder generations,
was examined. In terms of gender, 61.4 percent (89) of females and 38.6 percent (56) of males participated in this survey.
Malay respondents with 124 respondents (85.5%) and Chinese respondents with 13 respondents have the most involvement in
the study which is (9.0% ). Indian respondents accounted for 6 (4.1%) of the total, while other races contributed for 2
respondents (1.4%). Students made up 62.1 %, 90 respondents of those who took part in the study, with 35.2 % (51) of those
who were working. When it comes to monthly income, the majority of respondents (97.9%) earn less than Rm 1000. The rest
of the items were placed between RM 1000 - RM 3000. The percentage of responders that use Ninja Van services on a monthly
basis is the largest, at 51% (74 respondents). Ninja Van services are never used by 5.5 % (8 respondents).
4.3 Descriptive Analysis
N Minimum Maximum Mean Std. Deviation
Tangible 145 2.50 5.00 4.031 0.580
Assurance 145 2.75 5.00 4.138 0.567
Reliability 145 2.50 5.00 4.091 0.570
Responsiveness 145 3.00 5.00 4.053 0.574
Empathy 145 3.00 5.00 4.121 0.592
Customer satisfaction 145 3.00 5.00 4.108 0.553
Table 4.3 Descriptive Analysis
The minimum, maximum, mean, and standard deviation are shown in the descriptive statistics of this study. In all variables,
the number of responses was valid. The highest mean value is certainty, which is 4.138, while the lowest is considered tangible,
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which is 4.031. In terms of standard deviation, empathy has the biggest dispersion (0.592), while customer satisfaction has the
lowest dispersion (0.553).
4.4 Normality Test
Skewness Kurtosis
N statistic SE Z-value statistic SE Z-value
Tangible 145 -0.153 0.201 -0.761 -0.504 0.400 -1.260
Assurance 145 -0.196 0.201 -0.975 -0.659 0.400 -1.648
Reliability 145 -0.168 0.201 -0.836 -0.504 0.400 -1.260
Responsiveness 145 -0.112 0.201 -0.557 -0.884 0.400 -2.210
Empathy 145 0.032 0.201 0.159 -0.663 0.400 -1.658
Customer satisfaction 145 -0.140 0.201 -0.697 -0.497 0.400 -1.243
Table 4.4 Normality Test
As a result, skewness and kurtosis were calculated for this study, and the findings are shown in the table above. According to
Field (2009), normality is determined by skewness and kurtosis (positive or negative) that must not exceed 1.96. For both
skewness and kurtosis, the Z-value ranges from -2.210 to -0.159. As a result of the outcome, the data can be categorized as
normally distributed.
4.5 Reliability Analysis
Variable Statement No. of item Cronbach’s Alpha
The Ninja Van branches use up to date services
equipment such weighing instrument.
The physical facilities that used by Ninja Van
branches are pleasing to the eye. 4 0.806
Tangible The personnel of Ninja Van branches are tidy and
well-dressed.
The physical facilities in Ninja Van branch look are
appropriate for the services offered by Ninja Van.
Employees at the ninja van branch are trustworthy.
Customers can be confident in their interactions
with personnel Ninja Van branches.
Assurance The Ninja Van branch staff is very courteous. 4 0.799
In order to accomplish their duties properly,
employees should receive enough support from the
Ninja Van's management.
Employees from Ninja Van branches are ready to
complete a task by a specified date.
When consumers have problems, the Ninja Van
Reliability staff are willing to help. 4 0.808
The Ninja Van staff deliver on their promises.
The personnel of Ninja Van branches keep
meticulous records.
Ninja Van employees notify customers when
service is complete.
Employees of Ninja Van branches provide prompt
Responsiveness service to customers. 4 0.814
Ninja Van employees are ready to assist consumers
at all times.
Employees at the Ninja Van branch took immediate
action on the issues raised.
Ninja Van employees provide close attention to each
customer individually.
Ninja Van branches are required to have operating 3 0.752
Empathy hours that are convenient for all of their customers.
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Ninja Van employees always put the interests of
their customers first.
In general, what is the level of your satisfaction
towards Ninja Van services.
Customer satisfaction In your opinion, what is the level of satisfaction 3 0.806
towards price charged by Ninja Van.
What is the level of Ninja Van service performance?
Table 4.5.1 Result of Reliability Test
In this study, reliability analysis is being carried out. Reliability is a tool that allows researchers to assess the quality
of a questionnaire while avoiding bias. Cronbach's Alpha is being used for the measuring items in this study to conduct a
reliability test. Cronbach's Alpha results for Tangible, Assurance, Reliability, Responsiveness, Empathy, and Customer
Satisfaction are shown in Table 4.5.1. According to the table above, all statements for responsiveness have the highest
Cronbach's Alpha value of 0.814, followed by reliability with a reliability score of 0.808. The levels are classified as achieving
a high level of reliability. After that, the rest of the categories, such as tangible and customer happiness, received the same
score of 0.806. The levels are considered as having a good reliability. The remaining factors, such as assurance and empathy,
receive scores range between 0.752 to 0.799. In summary, based on Deepa-(2017) Enlighten's rule of thumb for internal
reliability tests in table 4.5.2, Tangible, Reliability, Responsiveness, and Customer satisfaction are classified as good reliability
while assurance and empathy are categorized as acceptable reliability.
Value Interpretation
> 0.90 Excellent Good Reliability
0.90 > > 0.80 Good Reliability
0.80 > > 0.70 Acceptable Reliability
0.70 > > 0.60 Questionable Reliability
0.60 > > 0.50 Poor Reliability
0.50 > Unacceptable Reliability
Table 4.5.2 Interpretation of Reliability Test
According to Keith (2016), alpha values are summarised in the table above. The reliability test result for this study is within
acceptable range, as shown in Table 4.5.1. As a result, it can be concluded that all of the variables in this study are acceptable
and dependable. Table 4.5.2, on the other hand, shows the meaning of each value.
4.6 P-Value and Coefficient Value Test (Regression Analysis)
Model R R2 Sig. val
regression 0.781a 0.6100 0.000b
Table 4.6.1: Regression Analysis for Five Independent Variable and Customer Satisfaction Towards Ninja Van
Services.
a) Predictors: Tangible, Assurance, Reliability, Responsiveness, and Empathy
b) Dependent variable: Customer satisfaction
Hypothesis Relationship Standardized t-value Significant Decision
coefficient p-value
beta (t>1.646)
(p<0.05)
H1 Tangible and Customer satisfaction 0.186 2.404 0.018 Supported
H2 Assurance and Customer satisfaction 0.273 3.238 0.002 Supported
H3 Reliability and Customer satisfaction -0.052 -0.600 0.550 Not supported
H4 Responsiveness and Customer satisfaction 0.283 3.117 0.002 Supported
H5 Empathy and Customer satisfaction 0.206 2.511 0.013 Supported
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Table 4.6.2: Path coefficient and hypotheses testing
The responsiveness measure was shown to be the most significant predictor of customer satisfaction with Ninja Van services,
with values of (=0.283), followed by assurance, empathy, and tangible, with values of (=0.273), (=0.206), and (=0.186)
respectively.
■ 5.0 DISCUSSION AND CONCLUSION
5.1 Discussion of The Results and Findings
The discussed results and findings will be used to test the hypothesis that there is a significant relationship between tangible,
assurance, reliability, responsiveness, and empathy in relation to customer satisfaction in Johor Bahru.
H1: There are positively significant relationship between the tangible of courier service performance (SERVPERF) and
customer satisfaction.
01
H : There are negatively significant relationship between the tangible of courier service performance (SERVPERF) and
customer satisfaction.
Where the beta value and significant values are (β= 0.186, p<0.05, t>1.646), the results in Table 4.6.2 hypothesis testing
study indicate tangible and customer satisfaction has a positive impact on customer satisfaction. As a result, the null
hypothesis is rejected.
According to Arlen 2020, he understood that service providers need to ensure that their staff' appearances, uniforms,
equipment, and work areas on-site such as closets, service offices or we call it as tangible elements are all in good shape.
Meanwhile, Suciptawati et al understand that customer satisfaction and service performance are important aspects of
business because a company's growth is largely dependent on how well it maintains its customers through service. Thus, to
increase the customer retention and loyalty, marketer should increase the level of service performance first.
H2: There are positively significant relationship between the assurance of courier service performance (SERVPERF) and
customer satisfaction.
02
H : There are negatively significant relationship between the assurance of courier service performance (SERVPERF) and
customer satisfaction.
Where the beta value and significant values are (β= 0.273, p<0.05, t>1.646), the results in Table 4.6.2 hypothesis testing study
indicating assurance and customer satisfaction are supported. As a result, assurance has a beneficial effect on customer
satisfaction. As a result, the null hypothesis is rejected.
According to Chris Arlen, he identified that service providers are expected to know everything there is to know about the
service that are providing as it's self-evident. The assurance has been used to describe a remark or hint that inspires a promise
or a guarantee. It can also refer to a state of certainty or self-assurance that is free of doubt. As a result, assurance performance
has an impact on excessive self-confidence or presumption in a perform routinely or customarily (AL-Otaibi, 2010). Hence,
more quality assurance on Ninja Van services, they will think more secure to use it.
H3: There are positively significant relationship between the reliability of courier service performance (SERVPERF) and
customer satisfaction.
H : There are negatively significant relationship between the reliability of courier service performance (SERVPERF) and
03
customer satisfaction.
The reliability values (β= -0.052, p>0.05, t<1.646) are shown in the findings. This indicates that H3 is not supported since the
values are out of range. As a result, reliability has a negative impact on customer satisfaction. As a result, the null hypothesis
is accepted.
According to Alexandra M. Easson (2009), the reliability of a specific instrument has a significant impact on the study's power.
The ability to offer dependable service quickly and accurately is referred to as reliability. In this study, consumers might have
negative perception on reliability performance because some are not satisfied with performance of Ninja Van’s staffs. Thus,
the Ninja Van’s staffs should improve their performance in order to fulfill the customer satisfaction.
H4: There are positively significant relationship between the responsiveness of courier service performance (SERVPERF)
and customer satisfaction.
04
H : There are negatively significant relationship between the responsiveness of courier service performance (SERVPERF)
and customer satisfaction.
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The hypothesis testing study shows that responsiveness and customer satisfaction are supported based on the results in Table
4.6.2, where the beta value and significant values are (β= 0.283, p<0.05, t>1.646). As a result, responsiveness has a significant
impact on customer satisfaction. As a result, the null hypothesis is rejected.
According to (Iberahim, 2016), the ability to respond quickly and flexibly to consumer needs is defined as responsiveness.
Responsiveness refers to a Ninja Van's willingness to respond to a customer's wants or wants for assistance and quick service.
Counter access, as well as fast and fast security clearance, are all part of it. Customer responsiveness is being available to them
at their preferred times and through their preferred channels. Hence, more effective responsiveness needs to be created by
Ninja Van staffs to increase the level of performance and customer satisfaction indirectly.
H5: There are positively significant relationship between the empathy of courier service performance (SERVPERF) and
customer satisfaction.
H : There are negatively significant relationship between the empathy of courier service performance (SERVPERF) and
05
customer satisfaction.
The hypothesis testing research demonstrated that empathy and customer satisfaction are supported, as shown in Table 4.6.2,
where the beta value and significant values are (β= 0.206, p<0.05, t>1.646). As a result, empathy has a favourable impact on
customer satisfaction. As a result, the null hypothesis is rejected.
According to (Hyounae Min, 2014), inserting an empathy statement in response to a negative review improved the response's
scores among a sample of people. Services can be completed totally according to the demands. Customers, on the other hand,
may not feel that provider staff are concerned about them during delivery. Customers' perceptions of service quality are harmed
as a result of this (Arlen, The 5 Service Dimensions All Customers Care About, 2020). Therefore, Ninja Van company may
form relationships with customers, as well as good communication, personal attention, and an understanding of their needs.
The availability of waiting time for delivery and reclaim service for each and every customer can build their trust.
5.2 Managerial Implications
The findings and conclusions of this study have various managerial implications that could be extremely beneficial to the
logistics industry, researchers, and marketers. Firstly, Ninja Van services should consider to improve the level of customer
satisfaction in terms of services performance (SERVPERF) in order to increase the satisfaction level. In addition, one attributes
need to be considered such as reliability towards customer satisfaction to upgrade their research and development process.
Next, Ninja van services are recommended to add some accuracy of delivery information, such as recipient information and
the availability of dependable officers on the Ninja Van services in order to improve reliability performance. For example, by
deliver expected standards at all times, how the business handles customer service problems, providing services on time, and
maintaining an error-free record. At same time, delivering the appropriate services in terms of reliability which positively
significant towards courier service performance and customer satisfaction.
5.3 Limitation and Recommendation of this Research
There are certain limitations in this study, and recommendations should be addressed in future research. To begin with, the
study was only conducted in Johor Bahru during the earliest stages of research. Future studies should conduct this research on
a global scale in order to generalise data patterns across a wider range of countries. Second, there are just 145 people who have
participated in this study. The limitation could be due to a lack of participants. As a result, in order to improve the reliability
and data accuracy of the results, researchers must increase the number of target respondents and the population size. Third,
due to movement control orders during the pandemic outbreak, this study's data collection approach was limited to an online
Google Form. In the future, it is suggested that data be collected face to face in order to enhance customer understanding and
increase explaining power in terms of service performance. Finally, customer satisfaction is measured using construct attribute
variables. As a result, future study should focus on identifying other elements that could improve customer satisfaction.
5.4 Conclusion
In Johor Bahru, the current study looked at the relationship between tangible, assurance, reliability, responsiveness, and
empathy and customer satisfaction. The study proposed five research objectives and five hypotheses in total, as well as a
conceptual research framework. In this study, a total of 145 data points were collected and analysed using SPSS. The major
findings suggest that the variable of responsiveness was the most significant predictor of customer satisfaction with Ninja Van
services, followed by assurance, empathy, and tangible. However, the reliability variable was not strongly supported, indicating
that these characteristics require more consideration. Future researchers could expand on customer satisfaction studies by
incorporating additional criteria into the conceptual framework. Finally, this study fulfilled four of the five hypotheses and
addressed the research questions and objectives. Future research recommendations were made in order to reduce restrictions
and improve customer satisfaction understanding.
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1
FYP PROPOSAL
AHIBS UTM SKUDAI JULY 2021
ADVERTISING CONTENT ANALYSIS (ACA) FOR PETRONAS ADVERTISEMENTS IN
CELEBRATION HARI RAYA FROM 2010 TO 2020
SITI AYSHAH BINTI SANIP, PROF. DR. ROHAIZAT BIN BAHARUN
Azman Hashim International Business School, Universiti Teknologi Malaysia, Johor Bahru
*Corresponding author: [email protected]
Abstract (Not more than 200 Words)
Petronas Gas Berhad was established in 1987 as a wholly owned company of PETRONAS and started on the Bursa Malaysia main market
on September4, 1995. PETRONAS owns 60.66 percent of the market, with the balance shares held by different retail investors and retail
stockholders. It is Malaysia's largest Gas Infrastructure and Utilities company, with core competencies in Petroleum Refining, Gas
Transmission, and Regasification. Petronas generates gas petrol pumped from shore fields and delivers it to PETRONAS customers in
Malaysia and Singapore via the Peninsular Gas Utilization (PGU) pipeline system as cited in PETRONAS | A Progressive Energy and
Solutions Partner, Enriching Lives for a Sustainable Future, (2021). From time to time, PETRONAS took the initiative to advertise the
festival day, Malaysia day, and other festivals on television every year to make an impact a sense of nationalism in the Malaysian people.
This research aims to identify the appeals that characterize for Petronas Advertisements in celebration Hari Raya from 2010 to 2020 among
Malaysian viewers and to analyze whether PETRONAS television advertising regarding Hari Raya brings an impact on Malaysian
perspective from 2010 to 2020. Therefore, Malaysian people that lives in Johor are the target respondent for this study. A structured
questionnaire has been distributed by the google form. At the end of this research, the layout has become the best predictor among all the
variables.
Keywords: impact, PETRONAS, advertising,
■ 1.0 INTRODUCTION
In this chapter, the overview of advertising content analysis (ACA) for PETRONAS advertisements in celebration of Hari Raya Aidilfitri
from 2010 to 2020 will be explained. In the beginning of this chapter, researcher will explain the background of study, followed by
background of problem, research questions and research objective.
■ 1.1 BACKGROUND OF THE STUDY
Advertising is a notice or announcement in a public medium which promoting a product, service, or event or publicizing a job
vacancy. DeFleur and Dennis (1985), stated that advertising attempts to inform the customers about a particular product and persuade them
to create a certain result which is normally the decision to buy the product. From the statement of DeFleur and Dennis (1985), advertisement
can be used to encourage a society to be led to a specific market or company’s brand that is commercialized in advertisement, where it can
have a major impact due to the effectiveness of communication. As well as give information, advertisement can be used to remind, convince,
and increase the moral values in the society. As the world becomes more digital and connected, brands and marketers are using current
content marketing methods to attract new customers and increase sales. The increasing competition in the marketing business is pressing
marketers to be more efficient, provide real information based on behavioral patterns, and make it interesting.
As well as give information, advertisement can be used to remind, convince, and increase the moral values in the society. As the world
becomes more digital and connected, brands and marketers are using current content marketing methods to attract new customers and
increase sales. The increasing competition in the marketing business is pressing marketers to be more efficient, provide real information
based on behavioral patterns, and make it interesting.
Television commercials are one of the most common forms of advertising nowadays, not only in Malaysia but also around the
world. Television commercials is well known for providing audiences with knowledge, education, and entertainment for the audience.
Commercials on television are used to get viewers because they use face-to-face interaction, and the audience can better interpret the message
communicated. It is one of the effective ways to sharing information and create awareness, especially in society.
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771 Siti Ayshah (2021)
According to Becker et al., (2019), they said that from observation of 323 individual ads broadcasted over four years (2010- 1013),
they investigate to what extent each authenticity dimension influences the relationship between ad spending and sales. They intend to shed
light on their impact over time, i.e., whether the dimensions have a long-term or temporary sales effect. It will make them an effective
promotional tool for increasing short-term sales and possible to influence customer brand preference in the long run. Through which the
media acts as a channel for interaction between the communicator and the society, electronic media, such as video, television, and radio, play
a major role today. Besides that, using the internet, societies can gather information in a free and limitless way.
Like every other organization, PETRONAS wants to bring its business to its target audience, so it employs various promotional
methods to interact with the community and the country. PETRONAS has been using an emotional strings advertisements marketing strategy
which is the main advertising is using television as the form of media because they believe that everyone will eventually watch the ads on
television. PETRONAS has served the country for a long time, and they want to continue doing so by providing customers with what they
need.
■ 1.2 BACKGROUND OF THE PROBLEM
The aim of this study is to study about emotion and attribute message from Petronas advertisements in celebration Hari Raya
Aidilfitri in the eye of customer from 2010 to 2020. According to Cook (2001), Advertisement discourse includes not only language but also
audio, images, participants, and other nonverbal components that are coupled with language to enhance the sense. Cook (2001), correctly
argued that ignoring all the components involved in an ad's debate could result in a misunderstanding of the ad message. To study
advertisement discourse, we must first consider human mind, as well as the mechanisms involved in processing ad messages and the impact
they have on human behavior.
According to Fowler et al., (2016), television advertising is often aimed at a general audience, especially advertising on broadcast
television. An advertising appeal can be identified as the convincing strategy chosen by the ad company to make the business acceptable to
the customer. Television ads can reach a wide audience and can be targeted according to Mann, (2012). That is the basic way an advertising
responds to a consumer group's preferences and/or interests. It is an effective way for the manufacturer or retailer to reach out to the market
since it is always preferred by consumers more than other alternatives. most effective technique used by ad company is the 'customer
response'.
According to Ridout et al., (2012), television advertising can be targeted to specific viewers by gender and age and according to
Lovett & Peress, (2015), specific commercials have unique and recognizable viewer bases, which is particularly true on cable television
networks that target to viewers with specific interests. Television is useful for advertising because it performs similarly to movies in that it
tells storytelling, interacts with feelings, develops creativity and imagination, and has a high visual effect. It is also useful for illustrating
how things really work because it is in act media. It brings brand images to life and gives a brand awareness to people. Promoting on TV
permits you to feature your business, item, or administration with a wide crowd. It can show audience how item or administration functions
and how it' is bundled so forthcoming clients will realize what to search for at the retail location. In publicizing, it frequently takes different
touch focuses to successfully impact shoppers' buying conduct.
TV publicizing has been a well-known vehicle for huge retailers since the time the TV initially started to show up in front rooms.
With the appearance of digital TV came brought down creation costs and the chance to arrive at more modest, more designated markets,
making it a practical alternative for little to medium-size organizations. To make a successful TV promotion, it is important to have a decent
content that features a solid offer. Promotions should likewise be viably delivered, and it is thus that it is normal better to enroll the
administrations of a publicizing organization, which can assist with making a whole mission.
According to (What Is Youtube Advertising and Its Benefits, 2020), industries can use the many different video advertisements available
on YouTube to advertise their products or use them in conjunction with display campaigns. YouTube alone has over two billion monthly
active users, with 500 hours of video content being uploaded to the platform every minute. Every day, on average, each viewer spends 11
minutes and 24 seconds on YouTube, and each trip to YouTube results in an average of 6.5 pageviews. As a result, advertising on YouTube
offers many opportunities for businesses to broaden their advertising strategy and reach new customers. In 2020, companies will spend more
than 5.5 billion dollars on advertising on YouTube, according to estimates. In recent years, the importance of video in online marketing has
grown exponentially and investing in high-quality video advertisements will produce better results for any advertisement conducted online.
Emotional film, short comedy films, and touches of Malaysian hospitality from unique cultures are representative of the great
advertisements in Malaysia. What brand usually do is use festive holidays to build an emotional connection between social and cultural
issues in their ads and a solution that their company can offer. PETRONAS grabbed the chance to innovate to interact with their target
audience during their personalized peak time. 'Winning Ramadan & Raya with Digital,' a survey by Google Malaysia, analyzes the many
sorts of audience personalities that exist throughout the upcoming Ramadan and Hari Raya seasons. Google Trends also revealed that two
months before the festivities, search inquiries for 'iklan Hari Raya Petronas' and 'ucapan Hari Raya' were extremely popular. This indicates
that brands should prepare for festive events ahead of time to fulfill the right aims from major consumer events.
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Previously, festive season commercials have already become a tradition for Malaysians and would be broadcast on television during
the day in between scheduled programs. PETRONAS use both traditional and modern platforms that have enabled them to advertise their
festive advertisements on a worldwide scale. Using both platforms make PETRONAS more accessible to a wider audience. The key for a
successful advertisement, according to Petronas, is good content that connects strongly with regular Malaysians, along with relevant brand
values. PETRONAS commercials typically begin with storytelling that focuses on universal principles that appeal to people of various
backgrounds, races, and religions. PETRONAS will aim at developing key business ideals as the idea develops to relate it effectively to
the brand.
1.3 RESEARCH QUESTIONS
This study listed two main research questions:
i. How PETRONAS television advertising brings brand impact about Hari Raya advertisement in the year 2010 until 2020?
ii. Is it true that PETRONAS television advertising regarding Hari Raya brings brand impact from 2010 to 2020?
1.4 RESEARCH OBJECTIVES
This study listed two main objectives:
iii. To identify some trend of important concepts among the sample of Petronas Advertisements in celebration Hari Raya from 2010 to
2020.
iv. To identify some brand values among the sample of PETRONAS advertisements regarding Hari Raya Aidilfitri from 2010 to 2020.
■ 2.0 LITERATURE REVIEW
2.1 INTRODUCTION
This chapter will describe in detail about the element and method of content analysis that will be used to identify and analyzing
PETRONAS television advertisement regarding Hari Raya Aidilfitri from 2010 until 2020.
2.2 DEFINITION OF CONTENT ANALYSIS
According to Kassarjian, (1977), although content analysis is very new to market research as a traditional method, it is not new
to political philosophy, reporting, social brain science, correspondences study, or political publicity research. Content analysis is a research
technique for the objective, orderly, and quantitative representation of the main substance of communication according to Asheim (1952).
Publicizing Content Analysis is a methodical, unbiased, and quantitative analysis of marketing approaches to identify an example of
marketing activity or the components of companies' publicizing methods or the components of brands' publicizing procedures, such as brand
positioning, selling proposition, and innovative tone. According to Morgan (1993), although Qualitative Content Analysis (QCA) was used
in many studies, it was often limited to an exploratory, impressionistic, and less pragmatic function.
As cited in Paisley (1969), content analysis is a stage of data processing in which the content of correspondences is transformed
into information that can be summarized and analyzed through the unbiased and exact application of order rules. Content research is a
systematic process for analyzing message substance, and message handling is anything but a tool for observing and analyzing the
unmistakable correspondence behavior of selected communicators (Budd, Thorpe, and Donohew 1967). The content analysis of advertising
is an essential tool for planning and understanding advertising effectiveness. In both advertising study and overall media- impacts research,
it is often assumed that any impact of media material is enhanced or lessened by what the recipient believes about it.
As cited in Kerlinger (1964), content analysis, while certainly a method of analysis, is more than that. It is…a method of
observation. Instead of observing people's behavior directly, or asking them to respond to scales, or interviewing them, the investigator takes
the communications that people have produced and asks questions of the communication. The contentment caused by a convincing message's
substance is an idea of managing of its effectiveness. Thus, content analysis of promotion can be a useful tool for improving our understanding
of advertising effectiveness. According to de Sola Pool & Berelson, (1952), the study of content analysis is methodical, detailed, and
quantitative. The development of objectivity requires that the classes being used in purchasing the content be such that any individual natural
and capable in the strategy for analysis could apply the arrangement framework to comparable substance and secure effectively similar
outcomes as the initial company (Auster, 1956).
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Content analysis is one technique of describing the content of any media text, such as advertising. (Krippendor 2004) state that it
as anything other than "an investigation strategy for making repeatable and valid conclusions from messages (or other important matter) to
the settings of their usage”. To put it another way, content analysis is a practical approach based on the identifiable data and evaluation of
large classes of substance inside a content (both spoken and visual components), as well as the examination of the link between those
classifications. From Lasswell, Lerner, and Pool (1952), The content analysis will not tell if a particular piece is acceptable writing; it will
indicate whether the style is different. It will not tell us if a paper is rebellious; it will tell us if the substance changes with the ideological
principal. It will not tell us how to persuade the Russians, but it will tell us what the most persistent subjects of Soviet publicity are.
2.3 ELEMENT OF CONTENT ANALYSIS
There are seven elements for gathering information for an advertising content analysis. The seven element is words, characters,
themes, paragraph, concepts, item, and semantics by Bruce L. Berg et al., (2001). It is important to collect the important data required for
the content analysis to have adequate data for the desired content analysis. As cited in (FEARING, 1953), latent contents, like show content,
may be evaluated by content analysis, which is a sequence of judgments or representations produced under precisely defined criteria by
decisions made using unbiasedly defined standards.
In content analysis, researchers gather and evaluate the content text. The term text refers to anything written, visual, or spoken that
serves as a means of communication. It includes books, newspaper or magazine articles, notices, speeches, official archives, movies or
recordings, melodic lines, pictures, clothes, places, or a masterpiece. As cited in Content Analysis (2021), to analyze the content using content
analysis, it must first be classified, or divided, into appropriate code classes for review (for example "codes"). When the content is coded
into code categories, the codes may then be further arranged into "code classes" to sum up information much more thoroughly.
The analysis of character portrayals in media contexts varying from books to internet recordings; the computer-assisted analysis
of word usage in news media and political speeches, promotion, and writing (“Defining Content Analysis,” 2017). The content analysis
allowed for an assessment of the authenticity and reliability of the empirical research to be made implying that the framework connection
and the basis of order were unambiguously defined and accessible to evaluation (Brierley & Cowton, 2000).
The major output of content analysis that provides practical results in the research topic is the “theme.” As cited in Green et al.,
(2007). Subjective substance investigation and topical examination have been defined, as well as their similarities and differences. According
to Vaismoradi et al., (2016). There are various similarities between subjective substance research and to content analysis, such as cutting
across information, philosophical foundation, thoughtfulness regarding both characterization and interpretation in data collection, thought
of information setting, and looking for subjects. While the topical investigation researcher considers both inactive material as a theme and
show content as a class in data frameworks, the content analyst chooses between them before moving on to higher stages of information
inquiry. Items are the most common unit of measurement used by producers of iconic material. It may be the entire speech, radio show, letter
to the publisher, article, or research.
According to Kassarjian, (1977), the theme is the next bigger unit, containing a single statement about a topic. Because themes,
concepts, views, and behaviors are typically presented in this format, the theme is one of the most effective units of content analysis. However,
it is also the most challenging unit of analysis. Before this phrase can be placed in the appropriate category, the coder must be able to reduce
it down into its individual themes.
2.3.1 THEMATIC ANALYSIS
Thematic analysis is a study of implying patterns. In other words, it is about identifying meaning through analyzing the themes in
data collection. Most significantly, because this approach is guided by research questions, it is not essential to discover every potential theme
in the data, but rather to concentrate on the major features that are relevant to your research questions. Because thematic analysis is an
interactive approach, research topics may change as researcher continue with coding and theme identification.
Advertising appeal that believed by Kotler (2003) in Nwankwo et al. (2013), is separated into emotional and rational appeal.
Rational appeal emphasizes on educating consumers about the benefits they would experience and obtain from the product or service
according to Lin (2011). Meanwhile, emotional appeal helps in increasing consumer engagement by triggering the consumer's emotions,
which can be good such as love, humor, and happiness or negative such as fear and guilt trap. Emotional appeals come in a variety of forms.
To begin, comedy appeal is utilized in advertisements to easily establish rapid memory. For example, the product or service
advertise through a joke and viewers can easily get the message of that ads behind the joke. Second, love appeal emphasizes how using the
product or service might change the situation and how it can improve the viewers perspective of love and romance life. Other than that,
journey appeal offers the idea that by using the goods or services would promise joy and adventurous. As an example, a convincing petrol
advertisement can attract viewers to believe that they can experience the joy while using it and it can lead them to purchase the goods
unintentionally. Furthermore, it is a popular approach used especially in television advertising where they use endorsement appeal such as
well-known personalities advocate the company’s brand. As a result, it will boost their sales commencing with their supporters.
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Researcher will use theme as the element of content analysis in this study to analyze the advertising made by PETRONAS in
celebration Hari Raya from the year 2010 until 2020.
2.4 METHOD OF CONTENT ANALYSIS
Content analysis requires the ability of parts in the correspondence to improve. A component or sector of the material may range
in size from large too little. As a result, content analysis might determine the level of support or opposition to a controversial topic published
in local newspapers. The research might look at the size of a room dedicated to the subject or the numbers of articles, as well as an analysis
of the parts or phrases in the articles or even selected watchwords or keywords. These are the units of analysis. According to Krippendorff
(2014), there are three types of units: sampling units, coding units, and context units. Researcher will use the most suitable method which is
coding method in this study.
2.4.1 CODING METHOD
According to Luo, (2021), coding requires developing the units of significant into the newly defined categories. Especially with
more relevant categories, clearly define the rules for what will and will not be included to ensure that all texts are coded accurately. Over
a two-month period, two coders were extensively taught. To practice coding, the coder used a separate sub-example of commercials that
were not included in the study. Throughout the coding phase, the function of the codebook and far-fetched situations were explained.
Each coder assessed generally 45 percent of the sample, with the remaining 10% analyzed by both coders to verify inter-coder reliabilities
(Buijzen & Valkenburg, 2002).
As cited in Luo, (2021), each advertisement will be reviewed by the researcher, and all relevant data will be recorded in the right
category. This can be performed manually or with the assistance of computer tools such as QSR NVivo, Atlas.ti, and Diction, that can
assist in the procedure of collecting and classifying words and phrases.
Researcher will analyze each PETRONAS television advertisement in the researcher collection using coding standards. Researcher
will keep records of the qualities of each figure mentioned, as well as any terms or phrases linked to reliability that are used to characterize
them. According to Luo, (2021), once the coding is completed, the data will be extract and filtered for patterns and conclusions in
explanation to the research question. Researchers may use statistical analysis to discover connections or patterns, discuss views of what
the data indicate, and draw conclusions about PETRONAS advertising, context, and viewers. The data indicated that words or phrases
connected with reliability appeared.
According to new research (Ya Hsuan Sunny Tan, 2004), the coding procedure was a multi-step method. The coder began by
analyzing the advertising' visuals, colors, and styles. The product presentation, purchase information, and the level of the use of other
terms in text were next analyzed. Lastly, the main concept was analyzed. The values for each factor were then added together. The
formula was used to calculate the level of integration. The text must be classified, or broken down, into manageable code categories
for analysis before it can be analyzed using content analysis. Once the text has been coded into code categories, the codes can be
further classified into "code categories" to further analyses the data.
Our objective is to identify some trend of important concept among the sample of Petronas Advertisements in celebration Hari
Raya from 2010 to 2020 among Malaysian viewers and to identify some brand values among the sample of PETRONAS advertisements
regarding Hari Raya from 2010 to 2020.
2.5 CONCLUSION
This chapter come out with element and method related to analyzing PETRONAS television advertisement regarding Hari Raya
with literature review. The element and method is related to the next chapter that will continue with research design, research instrument and
data collection method.
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■ 3.0 RESEARCH METHODOLOGY
3.1 INTRODUCTION
From the previous chapter, researcher already developed the element and method of content analysis that show the
characteristic in element of content analysis which is thematic analysis. Thematic analysis focusing on emotional appeal such as happy,
romance, sad, fear, guilt trip and the list continue. This chapter will discuss about the methodology used in this research.
The purpose of this chapter is to examine the research methodology. Further discussions will be held on the method of conducting
this research, including the development of research design, research instrument and data collection method.
In this study, the chosen research design is qualitative design and use a descriptive approach. In this research, qualitative method
will be used to collect data for this study.
3.2 RESEARCH DESIGN
The research design of this study is descriptive quantitative research design. The data collection will focus more on rational and
emotional elements regarding PETRONAS television advertising in celebration of Hari Raya Aidilfitri from 2010 until 2020. Researcher
will study the emotional element where the emotional element includes basic elements such as joy, sadness, surprise, fear, trust, disgust,
anger, and anticipation.
3.3 RESEARCH INSTRUMENT
The collecting of data is an important point in the research process. The instrument that the researcher chooses to gather data
depends on the sort of data that the researcher intends to acquire, which is qualitative, and how the researcher intends to collect it. Researcher
will use observation method of PETRONAS television advertisement on answering how it can bring brand impact and is it true that
PETRONAS advertising about Hari Raya Aidilfitri brings brand impact in the year 2010 until 2020.
3.3.1 OBSERVATION METHOD
Observation is a method of strategic data collection that involves monitoring people in their natural habitat or in a
naturally occurring circumstance. The processes being seen are natural and not staged. Individual instances, organizations, and
entire communities can all be influenced. It gives a wealth of knowledge about natural processes. Data gathering is time- consuming
and labor-intensive, and it may need to be repeatedly to assure dependability. Observation schedules based on a set of standards,
on the other hand, can make data collecting easier. The amount of engagement of observers might range from fully participating
to non-participating (Data-collecting instruments, n.d.).
This study is using observation as research instrument. Qualitative research involves with gathering and analyzing words
(written or spoken) and textual data. Other “softer” measured values, such as body language or visual elements, might also be
the subject of qualitative research.
In this study, researcher will study and analyze about the emotions and attributes of the message that is to be conveyed
by PETRONAS tv ads. Researcher will study about basic type of emotion such as joy, sadness, anger, fear, trust, disgust, and
anticipation that catch viewers’ attention. Researcher will also study and analyze about the message attributes in terms of slogan,
graphic and content.
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776 Siti Ayshah (2021)
Year Theme Language Title
2010 Short film (Black and Malay Maznah
white)
2011 Story telling English Hands
(humanitarian)
2012 Short film DWI Strangers
language
2013 Short film Malay Jahit
2014 Musical Malay Ke pangkuan bonda
2015 Short film Malay Sampai hati
2016 Short film Malay Vroom vroom
2017 Short film Malay Donut ke karipap?
2018 Short film Malay Misi kuih raya
2019 Short film Malay Rendang soraya
2020 Animation Malay Antara dua jendela
Table 1 shows PETRONAS ads theme, language and title that have been use from 2010 until 2020.
In 2010, Petronas advertised a short film with black and white elements that portrayed the scenario of a fight
between a couple who wanted permission to return to their own towns for Hari Raya festival as it is a tradition when it comes to
Hari Raya. The scene included a fight between in-laws in a gold shop. However, the issue resolved by applying a very advanced
concept in the end.
3.4 DATA COLLECTION METHOD
As part of this article, researcher will establish thematic analysis as descriptive qualitative approaches to data analysis and
provide an analytical overview.
3.4.1 QUALITATIVE METHOD
As cited in Family health international (2017), qualitative research is a type of scientific research. It aims to comprehend
a specific study issue or topic from the views of the community involved. Qualitative research is extremely successful at gathering
culturally unique information on the values, attitudes, behaviors, and social circumstances of specific communities.
Qualitative research may provide complex textual portrayals of how people experience a particular research issue. It
informs on the "human" aspect of a problem, i.e., the frequently contradictory behaviors, attitudes, views, feelings, and relationships
of humans. Qualitative approaches are also useful for discovering intangible aspects such as societal norms, socioeconomic
position, gender roles, race, and religion, the involvement of which in the study topic may not be noticeable as stated in Family
health international (2017). There are types of data that been use in qualitative data intake is field notes, audio or video recording
and transcript.
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777 Siti Ayshah (2021)
3.4.2 THEMATIC ANALYSIS
As mentioned in chapter 2, thematic analysis will be use in this study to imply patterns of PETRONAS television
advertising on Hari Raya Aidilfitri from 2010 until 2020.
Phase 1 Familiarization
Phase 2 Coding
Phase 3 Generating themes
Phase 4 Reviewing themes
Phase 5 Defining and naming themes
Phase 6 Writing up
3.4.3 CODING METHOD
Coding method will be use in this study other than thematic analysis. To study the videos, a content data was analyzed. The coding
is separated into four categories: technical variables, messaging, advertising attributes, and participation. Title, URL, uploading date, and
video duration were the technical elements coded. Television formatting frames were also collected to determine if some narrative
telling strategies were more prevalent than others in the deployment of television advertising.
The message factor part used Taylor's six segment wheel to determine the prevailing messaging technique and provided a list of
the most prevalent emotional and rational advertising appeals. The list of advertising appeals covers sexuality, humor, fun, informative, and
adventure appeals, as well as the category of other for when an advertising appeal is used as the primary appeal beyond the limitations of
this list. The data from the coding process will be applied to the research questions to determine the research questions which how and is it
true that PETRONAS television advertising about Hari Raya Aidilfitri brings an impact from 2010 until 2020. It will also determine this
study research objective which is to identify the appeals that characterize for PETRONAS Advertisements in celebration Hari Raya from
2010 to 2020 and to analyze whether PETRONAS television advertising regarding Hari Raya brings an impact from 2010 to 2020.
3.5 CONCLUSION
Chapter three presented the method of used in research instrument using observation method and data collection method using
qualitative method. The data gained was processed by thematic analysis and coding method. Next chapter will be discussing about the result
obtained based on the adopted methodology.
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778 Siti Ayshah (2021)
■ 4.0 FINDINGS
4.1 INTRODUCTION
This chapter describe the process of analyzing the data that have been collected and stated in chapter three to meet the objective of
this study. This chapter will emphasize on the findings of the thematic analysis study and coding methods for PETRONAS Hari Raya
Aidilfitri advertisements from 2010 to 2020. Researcher will explain according to thematic analysis step from familiarization to the last step,
writing up.
4.2 FAMILIARIZATION
Familiarization steps will include all the PETRONAS advertisements from 2010 until 2020. Advertisements 2010, PETRONAS
use black and white elements and pick “Maznah” as the title of Hari Raya Aidilfitri ads. The ads are about Maznah having a fight with her
husband, Fendi who both wanted to return to their own towns for Hari Raya festival as it is a tradition when it comes to Hari Raya.
PETRONAS brings 80s era vibes which in the scene they still use the old telephone with rotary dial number in front and an old, imported
car. The scene included a fight between in-laws in a Chinese gold shop which many Malays buy and trade in their jewellery in 80s era.
However, the issue resolved by applying a very advanced concept in the end. PETRONAS choose to solve the issue with bringing both
family closer to Maznah and Fendi house by invading house on the truck and place it in front of Maznah and Fendi’s house.
As for 2011, PETRONAS use a different strategy which combines two festivals in one advertisement. PETRONAS combine Hari
Raya Aidilfitri and Merdeka celebrations which are celebrated in the same month of the year, and they use storytelling to talk about
humanitarian that focus on hands as an appreciation to the hands that do a lot of service to ourselves. The title of the ads is “hands”, and
the ads are in English version. PETRONAS shows many things that been done by hands as hands reflects strength and love. PETRONAS
ads in 2011 emphasizes what people do and tell with their hands.
PETRONAS presented a short film for Hari Raya Aidilfitri ads in 2012 called “stranger”. The ads are in DWI language and is in
global aspect. The ads share about Erman, a PETRONAS engineer stationed in Central Asia, crosses paths with a local boy in Uzbekistan,
Jeyhun, he struggles to adapt life away from home. While Erman and Jeyhun begin as strangers, each step gets them closer to realizing
their self-worth, renewing their spirit, and making a change in people's lives of people around them. It's the tale of one man's journey to
identity and research into the meaning of life. 2012 Hari Raya ads presents a deeper story about the role that PETRONAS plays in the
countries where it operates.
A short story of a veteran tailor, Makcik Aishah who worked hard to raise money for her daughter's education, was chosen as the
background story in 2013 Petronas Hari Raya advertisement. The title of this ads is “Jahit” and in 8 minute and 45 second advertisement,
PETRONAS tells the story of how a mother who works as a tailor receives an order for baju kurung and baju melayu for the Hari Raya
celebration, stay awake to earn money and at the same time does not want to disappoint her customers. Petronas also instilled an element
of unity through the display of the spirit of goodwill between Makcik Aishah (a tailor) and a Chinese shopkeeper who helped her and advised
her to take care of her health. The conflict began when Makcik Aishah accidently sewed the baju kurung and baju melayu size by mistake.
There were some pieces of clothes that were sewn incorrectly and Makcik Aishah had to re -sew using new fabric. The hard work sewing
other clothes paid off when her daughter gets scholarship acceptance letter.
A different approach uses by PETRONAS in Hari Raya Aidilfitri ads for 2014 which is a musical advertising. In the 10-year period
from 2010 to 2020, 2014 is the first year that petronas has used a different advertising approach, namely using musical advertisements. The
title of this advertisement is called “Ke Pangkuan Bonda”. In the three-minute advertisement, it tells the story of a girl named Ani who lives
in the village, as well as her family's journey during the preparation and celebration of Hari Raya. The audience was also reminded of the
atmosphere of the Hari Raya celebration as a child and their behavior when the house was full of family members and relatives. At the end
of this advertisements, petronas shows the passage of time where the shot and angle taken are the same as the beginning of the video which
has a little girl only the girl at the end of the video is portrayed as the child of the girl at the beginning of the video.
PETRONAS presented a short film for Hari Raya Aidilfitri advertisements in 2015 called “Sampai Hati”. The story is about siblings
where the younger brother likes to daydream on the hillside by throwing a statue of a parachute soldier and then binoculars him like
running a filming scene. His brother, on the other hand, often criticized his younger brother's dreamy attitude. The ads flash back in 1999,
the scene shows there’s one time when the brother joined the army, the younger brother with his dreamy hobby create a time machine made
from boxes and enjoy the dreams. The siblings are now adults, the younger brother is disappointed with the actions of his brother who burned
all his magazines & references about the film world since it has been the younger brothers dreams since he is a kid. That invited his brother's
hatred and anger so much so that he did not reprimand his brother for 3 times in Syawal. The mother tries to persuade the younger brother
by making him realize that the brother he hates is the one who bears their family all this time and he is also the one who finances his younger
brother's education to fulfill his dream. Suddenly the feeling of revenge that had been lingering for so
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long was extinguished and he was daydreaming on the hillside that used to be his playground. At the end of this advertisements, the
siblings got better again because after all, they both is a family.
The advertisements for Hari Raya Aidilfitri in 2016 are called “vroom vroom”. It is a flash back short story in 1987 about a father
and his son, Azlan who loves car racing had to vacate their residence due to house rent arrears. PETRONAS shows the love of a father trying
to cheer up his son who is sad because of the vacate residence by playing a race trolley because his son is very interested in car racing. The
scene jumps to 29 years later where Azlan’s father plays saxophone in 4 am because he can’t sleep with spill a cup of water background.
Azlan then clean up the spilled water and found his old toy racing car. The highlight of this advertisements is where Azlan take his father
on wheelchair out and recreated the moments where his father plays race trolley with him. The last scene is where PETRONAS shows
flashback of old memory of Azlan and his father playing together.
For Hari Raya Aidilfitri ads in 2017, PETRONAS presented a short story named “Donut ke Karipap?”. The beginning of the
advertisement begins with Hakim, a big-hearted child who set a goal of full fasting during Ramadan even though he had to refrain himself
from starving to the point of 'shaking' in the class during the learning process. Hakim’s life, which was never quiet from being accompanied
by his friends, namely Ah Keong, Anang, Joseph and Aarati embroider the determination on behalf of the friends to fast together to ensure
that Hakim can implement it. Apart from resisting hunger and thirst, fasting seems to bring the five friends closer together in experiencing
the pain of the less fortunate. The highlight of Hakim's journey through the challenge of fasting was finally worth it when he understood that
the third pillar of Islam entrusts various teachings and implicit meanings. Awareness of the results of fasting for a month was thrown as he
stared out the window while his heart whispered: "I understand now, fasting is not just about enduring hunger, and this world is not about
me alone." The challenge of resisting hunger made Hakim understand that fasting was trying to teach the meaning of being grateful for the
blessings of life, in addition to being 'light -hearted' in helping the less fortunate. Remembering his 'love' for food, Hakim is now able to
carve a smile because the teachings of Ramadan have made Eid more meaningful in addition to family and friends.
PETRONAS continue presented a short story advertisement in 2018 named “Misi Kuih Raya”. The advertisements show a family
mission came up with funny elements and at the same time conveyed a meaningful message. "Misi Riuh Raya" is about the challenge of five
siblings to make a surprise return to their hometown for Hari Raya with their parents. Each sibling is given different tasks and missions to
ensure the perfect celebration of Hari Raya with the whole family. 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 community ahead of Eid. There was a mission where their youngest
brother, Pok Su, had to put on a face carrying a colorful fairy lamp that wrapped around his body to return to the village by train. Meanwhile,
Mak Teh could hardly bring the two large pots contains homemade rendang she cooked on the bus. The advertisement, which lasted more
than three minutes, also included elements of patience, generosity, forgiveness, and family unity in line with the spirit of Eid.
PETRONAS once again come up with a short story advertisement in 2019 called “Rendang SoRaya”. The advertisements are about
a girl’s close bond with her mother, who wants to get a special rendang recipe to celebrate Hari Raya Aidilfitri with her father. Rendang
SoRaya tells the story of Soraya, a Negeri Sembilan girl who is also a trainee cook, who wants to remake rendang that is as delicious as her
mother's cooking for her father. In the effort, Soraya returns to her hometown to track down the recipe of how her mother prepares rendang
cooking. Soraya then met people close to her mother at the market to find out the secret ingredients to make the rendang. The last scene of
this advertisement shows that Soraya’s father happy and said her rendang was very much like her mother’s cooking.
Unlike the previous year, Petronas displayed animated advertisements for Hari Raya Aidilfitri ads in 2020 called “Antara Dua
Jendela”. The advertisement tells the story of Pak Tam's live next door to Mak Teh's. However, because Pak Tam's small family is different
from Mak Teh's large family, Hari Raya celebration at Mak Teh's house is more alive every year, making Pak Tam jealous. Mak Teh also
often tries to make friends with Pak Tam by asking for sugar every year so that he does not feel marginalized, but Mak Teh's request is
always ignored. Until Aidilfitri in 2020, both Pak Tam and Mak Teh had to celebrate Eid alone due to the Movement Control Order by
government did not to allow the people to return to the village for Hari Raya celebration. The highlight of this advertisements is when Pak
Tam saw Mak Teh alone, he finally brought the sugar she had been asking for a long time. They finally accompanied each other even from
afar and were able to celebrate Hari Raya with the children happily even just through video calls.
4.3 CODING QUALITATIVE DATA
Coding is “how you describe what the data you are analysing are about” in qualitative research (Gibbs, 2007). Coding is the process
of recognizing a flow of text or other data elements (picture, image), looking for and identifying ideas, and discovering connections between
them. As a result, coding involves more than just labelling, it is the connecting of data to the study concept and then back to other data. The
codes used allow researcher to organize data so that researcher may study and analyze it in an organized manner, for as by evaluating links
between codes.
Concept-driven coding vs message code is a sufficient connection in coding techniques (or open coding). Researcher may approach
the data with an established code system and seek for concepts/ideas in the text (concept-driven method), or researcher can look for concepts
in the text without a prior conceptualization and measurement and let the text speak for itself (data-driven coding).
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