A study on marketing mix towards customer purchase intention for Azet Vision (M) Sdn Bhd / Nur Hafiza Basri

Basri, Nur Hafiza (2018) A study on marketing mix towards customer purchase intention for Azet Vision (M) Sdn Bhd / Nur Hafiza Basri. [Student Project] (Unpublished)


Purchase intention shows an important part for all organizations because is a considerable a directory to predict the consumer behaviour and bring successfulness to the seller products and services. This study focus on the customer of Azet Vision (M) Sdn Bhd and this study aimed on what are the factors in marketing mix that influence consumer purchase intention of Azet Vision (M) Sdn Bhd. The dependant variable is purchase intention. For the independent variable, it contains of four elements in marketing mix which are product, price promotion and place. This study is based on primary data and secondary data. For the primary data, this study focusing on the usage of questionnaire which is 100 questionnaires was distributed to the respondents. Besides, for the secondary data, this study also based on the journal from past research as one of the main sources. This research used Microsoft and SPSS Software to analyzed and interpret the data to the reliable result. Based on the result, it is found that only product and place have positive relationship with the dependent variable.


Item Type: Student Project
Email / ID Num.
Basri, Nur Hafiza
Email / ID Num.
Thesis advisor
Mohamad Malom, Mardziyana
Subjects: H Social Sciences > HF Commerce > Marketing
H Social Sciences > HF Commerce > Consumer behavior. Consumers' preferences. Consumer research. Including consumer profiling
H Social Sciences > HF Commerce > Purchasing. Selling. Sales personnel. Sales executives
Divisions: Universiti Teknologi MARA, Johor > Segamat Campus > Faculty of Business and Management
Programme: Bachelor of Business Administrations (Hons) Marketing
Keywords: Consumer behaviour, Purchase intention, Marketing mix, Price, Promotion, UITM Cawangan Johor Segamat
Date: 2018
URI: https://ir.uitm.edu.my/id/eprint/49715
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