An empirical research on the element that can cause consumers to invest in unit trust: a case study in Ledang, Johor

This study aims to determine the factors that affect consumer participation in unit trusts (mutual funds) among residents in the Ledang, Johor area. Mutual fund investment is highlighted as a less risky, safer, and more affordable platform, especially for the average Malaysian wage earner. The study employed a quantitative approach by distributing 120 or more questionnaires (via online and physical forms) to consumers in Ledang, with a target sample of 100 usable responses. The survey, comprising six sections, gathered demographic profile data and used a 5-point Likert-type scale to measure the dependent and independent variables. Data analysis, which included frequency distribution, reliability, validity, descriptive analysis, correlation, and multiple regression, yielded key findings. The results showed that dividend rate and risk have a significant relationship with consumer participation in unit trusts. Conversely, performance and knowledge were found to have no significant relationship. These findings are intended to assist unit trust companies in recognizing areas for improvement and refining their marketing strategies.