Brand awareness of Peladang products in the context of social media : a case study of Pertubuhan Peladang Kawasan Batu Anam / Fatin Nur Sahirah Otahman

Otahman, Fatin Nur Sahirah (2018) Brand awareness of Peladang products in the context of social media : a case study of Pertubuhan Peladang Kawasan Batu Anam / Fatin Nur Sahirah Otahman. [Student Project]

Abstract

The aim of this study is to evaluate the brand awareness of Peladang product in the context of social media, Data for this study was obtained from 45 respondents of the social media users in Batu Anam. Standard multiple regression and Pearson correlation were used to test the hypotheses developed and research question. The results indicated that customer engagement has the strong relationship with brand awareness of Peladang products in the context of social media. It is shown by the result taken after the researcher run the SPSS system to know the findings. By having a better understanding of the brand awareness of Peladang products in context or social media, brands will gain the positive impacts from social media in order to create and enhance brand awareness. ln doing so, the benefits will be mostly increased by using social media site to tie customers more closely Peladang brand. The originality of this project paper are the areas of the study are different from the other researcher project paper which is the researcher use the frozen food industry as the study area.

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Item Type: Student Project
Creators:
Creators
Email / ID Num.
Otahman, Fatin Nur Sahirah
2016438094
Contributors:
Contribution
Name
Email / ID Num.
Thesis advisor
Mohamad Malom, Mardziyana
-
Subjects: H Social Sciences > HD Industries. Land use. Labor > Small business. Medium-sized business
H Social Sciences > HF Commerce > Marketing > Social aspects. Social marketing
H Social Sciences > HF Commerce > Marketing > Marketing research. Marketing research companies. Sales forecasting > Market surveys. Including brand choice. Brand loyalty
Divisions: Universiti Teknologi MARA, Johor > Segamat Campus > Faculty of Business and Management
Programme: Bachelor of Business Administration (Hons) Marketing
Keywords: Brand awareness, Peladang products, Social media, UiTM Cawangan Johor
Date: 2018
URI: https://ir.uitm.edu.my/id/eprint/47423
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