Marketing mix strategy that influences customer purchase intention in Melaka Mall Shopping Complex / Nik Nor Shafini Che Hassan

The objective of the study is to focus on the 4P’s marketing strategy those apply by Melaka Mall that influence customer purchase intention in Melaka Mall shopping complex (MMSC). Customer purchase intention can be defined as the likelihood that a consumer would buy a particular product resulting from the interaction of his or her need for it, attitude towards it and perceptions of it and of the company, which produces it. Basically, customers enter the shopping mall for the interest. In MMSC, there was a huge attraction where having a Cineplex; MBO and Parkson. When asking the customer what the major attraction makes them comes to MMSC, most of them will answer for watching movie and shopping.
The study was conducted at MMSC located at Ayer Keroh, Melaka and researcher had distributed the questionnaires to the customers in order to obtain the findings regarding the topic. The researcher has used 4P’s marketing strategy to analyse the findings. The purpose of the study is to provide better understanding about the marketing mix influence customer purchase intention at MMSC. The researcher used the exploratory study in order to explore the problem regards the topics. In this research, the study consists of four variables of marketing mix that influences customer purchase intention at MMSC which are product, price, place and promotion. The data obtained from the questionnaires are being analysed by using SPSS 14.0.