“Customer awareness in purchasing personal loan at Koperasi Pendidikan Islam Malaysia (Ukhwah) and the elements of marketing mix” / A.Samad A.Hamid

Creating customer awareness is a core business challenge which has attracted considerable business attention. There many attributes that can develop customer awareness which are Product, Price, Place and Promotion. Creating customer awareness is vital because when a customer know the existence of a product, customer will tend to purchase if its can satisfy the need of customer. Customer awareness is the major driving force for business sustainability and in today’s competitive global marketplace, it is recognized that high customer awareness is essential for the success of the firm.

From this research, we can conclude that the level of customer’s awareness is high which is neither agree nor disagree that they are aware towards purchasing loan at UKHWAH. This is because the mean score is 4.40. We also can conclude that the most influence factor is price. This is because mean score for price is the highest with 4.152. Lastly, we can conclude that independent variables of product and price have coefficient relationship with dependent relationship.