Browsing by Author "Mas'Od, Adaviah"

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The Impact of Brand Equity on Purchase Intention toward HERMS C Enterprise
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya, Sri Lanka., 2021) Qing, eo Kar T; Mas'Od, Adaviah; Sulaiman, Zuraidah; Chin, Thoo Ai; Zakuan, Norhayati
The evolution of web 2.0 enables people to interact and generate content in video, photo, audio, text, etc., which change the way companies communicate to their customers. Instagram has made it incredibly easy for the business to market and advertise the products. In recent years, the activewear business is expanding as it is a new trend that attracted the eye of people in Malaysia. Activewear has been a popular trend among teenagers and young adults because it associates them with a more comfortable and relaxed lifestyle and better mobility. Since activewear has become a popular trend in Malaysia, a number of domestic companies start activewear businesses in Malaysia, yet the industries face intense competition in the market due to there has a different brand of activewear in the market. HERMS C Enterprise is one of the activewear brand companies in Malaysia and was founded by Hermione Goh. The business is entirely conducted through the Internet, where HERMS C Enterprise utilizes social media to promote and sell its brand to the public. The purpose of this research examines the effect of e-WOM and brand equity on customers' purchase intention toward HERMS C Enterprise. Literature reviews were conducted before analyzing the research topic in order to have a better understanding of how social media dimensions create word of mouth, which is e-WOM and have future knowledge on e-WOM and brand equity influence customers' purchase intention of activewear brands on Instagram. This research would be used convenience sampling, which involves the targeted population of Instagram customers of HERMS C Enterprise. This study were measured using five-point Likert ratings that ranged from "Strongly disagree" to "Strongly Agree". A set of online questionnaire would be utilized in this research and distribute to 120 respondents via Instagram. This research proposes to use sample-to-item ratio to determine the sample size for this research depending on the number of items. Data would be analyzed by using Smart PLS and SPSS software.
Investigate Website Quality and E-Trust for Online Booking Implementation
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya, Sri Lanka., 2021) Chin, Thoo Ai; Segaran, Subhass Sandran; Sulaiman, Zuraidah; Mas'Od, Adaviah
Booking services has been gaining popularity among various industries in the recent years due to rising importance in offering services to consumers in a convenient way. Website has been playing a crucial role in developing customer's perception toward a business which consequently affects decision-making process when it comes to online transactions such as booking. The online booking which initially popular in entertainment, hospitality, and tourism industries has expanded to other industries in the form of appointments scheduling beyond the typical accommodation reservations. This study uses a company which provides home maintenance and domestic electronic repair services with a decline in customer acquisition as a case study. At the first stage, this study investigates website quality and e-trust on online booking system. Further, the study proposes online booking as marketing strategy for the business to overcome their problem using the service innovation. More specifically, the study focuses on the influence of e-trust formed from the website quality attributes on customer's intention to perform appointment booking in a home maintenance service provider's website. This study will adopt the conclusive research design which consists of descriptive research and cross-sectional design to study the relationship between usability, ease of use, entertainment, complementarity, e-trust and online booking intention. Survey instrument will be used and distributed to 200 respondents. This study is expected to help the company using the most influential and significant website quality attributes to enhance its customers' booking intention on the business website. Now, Kaodim and ˜Service Hero' are emerging one stop home maintenance service provider in Malaysian market where it allows customers to book for home electronics repair services through online. Hence, service innovation in the form of online booking option could drive to the growth and development of fields services business.
Marketing Mix Strategies to Increase Purchase Intention of a Plumbing and Maintenance Service Provider
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya, Sri Lanka., 2021) Chin, Thoo Ai; Azman, Muhammad Faiz Bin; Mas'Od, Adaviah; Zakuan, Norhayati
Now, the service industry has impacted by the Covid-19 pandemic with low purchase intention. Company A is sole proprietorship company that provides a service in all aspects of plumbing and installation of pipes. The company's sale is affected due to low purchase intention from existing and potential customers. Therefore, the purpose of this study is to look at the effects of marketing mix on plumbing and maintenance service purchase intentions. This is because past research has shown that the marketing mix, which includes the 4Ps (product, price, place, and promotion), increases customer intention. This is a quantitative study in which data is gathered through the use of a survey approach. All of the items were graded on a 5-point Likert scale. This survey uses 150 sample data to study the impact of marketing mix on purchasing intention, and it is sent via Google form. From the findings, this study will propose a marketing plan for Company A of marketing mix for increased purchase intention.
Social Media Marketing Strategies to Increase Purchase Intention of a Kindergarten
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya, Sri Lanka., 2021) Chin, Thoo Ai; Chin, Goh Hui; Mas'Od, Adaviah; Sulaiman, Zuraidah
Businesses nowadays are facing competitive dynamics. Thus, digital technology or digitalization is an integral part to increase businesses' online presence. Due to the Covid19 pandemics, the kindergarten is facing the problem of decreasing purchase intention. This study aims to explore what are the factors and social media marketing efforts that could be used to increase the purchase intention of a kindergarten. A proposed research framework is developed to identify the relationship between the social media marketing element (entertainment and interaction), trust, perceived value and purchase intention. This study uses a quantitative sampling method with expected respondents of 200 people. A set of online questionnaires will be distributed to the targeted respondents. This study is expected to discover the positive and significant relationship between the social media marketing element, trust, perceived value and purchase intention. From the findings, this study suggests the kindergarten to adopt social media marketing in their future marketing plan. This is because entertaining content and interaction on social media are able to build trust and perceived value among the consumers. With trust and perceived value well developed, it is believed that the consumers' purchase intention will be enhanced.