Effect of promotion factors toward the level of customer awareness of REMIX magazine published by Utusan Melayu (Malaysia) Berhad at Bandar Baru Bangi in year 2008 / Nur Farhana Omar

Omar, Nur Farhana (2018) Effect of promotion factors toward the level of customer awareness of REMIX magazine published by Utusan Melayu (Malaysia) Berhad at Bandar Baru Bangi in year 2008 / Nur Farhana Omar. [Student Project] (Unpublished)

Abstract

This research conducted focusing on the "The Effect of Promotion Factors toward Level of Customer Awareness of REMIX Magazine". As a new magazine in the industry, Utusan Melayu realizes that customer awareness is very important to ensure the successful of REMIX magazine performances in term on sales. The main objective of this study are (1) to identify the level of customer awareness toward REMIX magazine, (2) to determine which promotion factors such as choice of promotion tools, frequency of promotion activities and creativity of promotion activities that influence customer awareness, (3) to identify which promotion's factor the most influence customer awareness and (4) to suggest an improvement of promotion factors provided by Utusan Melayu (Malaysia) to increase level of customer awareness. The respondents of this study were public people including teenagers and adults in Bandar Bam Bangi area. 50 questionnaires had been distributed among them. The researcher had used convenience sampling as the sampling technique. The process of analyzing and interpreting data has been presented with tables and graphs using method such as frequency analysis, descriptive analysis and Pearson Con-elation. The result shows that it has high level of customer awareness and all those factors have significant influences toward level of customer awareness. This research also shows that the choice of promotional tools is the major factor that contributes to the level of customer awareness.

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