Factor influencing women brand loyalty towards SNE product in Kota Kinabalu / Ivy Ernalien Samit

Samit, Ivy Ernalien (2016) Factor influencing women brand loyalty towards SNE product in Kota Kinabalu / Ivy Ernalien Samit. [Student Project] (Unpublished)


Cosmetic product is one of the first things that women would bring in their daily life.
They have special relationship with cosmetic product. The role of cosmetic product
has an essential for beautifying, and wellness among consumer especially for women.
The purpose of this study is to examine and discuss the factor influencing women
brand loyalty towards Super Nutrient Essence Product in Kota Kinabalu where its
determinants are brand image, price, and perceived quality. The words of brand
loyalty are very important among marketers to ensure they have powerful strategy to
influence consumer behaviour and to make them loyal to their product. The focus in
this study is specifically or! y on women who live in Kota Kinabalu and using this
SNE product. This study also only takes respondent who are in 18 years old and
above. Researcher use online questionnaire and need 200 respondents to fill out the
questionnaire where it can distribute by using Facebook, What Sapp, Email and We
Chat to get more respondents. However, only 187 of questionnaire being collected
and can be used because of the time constraint to collect the data and the researcher
must to find the suitable respondent since this study only focus on women who are
actually using SNE product. For data analysis in these studies, the scale measurement
where it consists of reliability analysis and correlation are used to test the variables.
Descriptive analysis and hypothesis also used in this study to test the variables.


Item Type: Student Project
Email / ID Num.
Samit, Ivy Ernalien
Subjects: H Social Sciences > HF Commerce > Branding (Marketing)
H Social Sciences > HF Commerce > Consumer behavior. Consumers' preferences. Consumer research. Including consumer profiling
H Social Sciences > HF Commerce > Consumer satisfaction
H Social Sciences > HF Commerce > Pricing
H Social Sciences > HF Commerce > Advertising > Methods. Outdoor advertising. Billboards. Posters
Divisions: Universiti Teknologi MARA, Sabah > Kota Kinabalu Campus > Faculty of Business and Management
Programme: Bachelor of Business Administration (Honors) Marketing
Keywords: Brand Loyalty; Brand Image; Price; Perceived Quality
Date: December 2016
URI: https://ir.uitm.edu.my/id/eprint/49995
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