The effect of promotional mix on Percetakan Jasa Embun's business towards customer purchase intention / Nurul Afifah Md Apandi

The purpose of this study is to examine the significant relationship between promotional mix with customer purchase intention towards Percetakan Jasa Embun's business. Also, this research aims to identify the most influence promotional mix element on Percetakan Jasa Embun's business. The data set was collected through self-administered questionnaire and convenience non-probability random sampling method. A sample of 130 were collected from Batu Pahat, Johor Malaysia. The findings revealed that there are a significant relationship between Public Relation, Advertising, and Sales Promotion but an opposite for Personal Selling. Based on the results, it can be said that Advertising provide more impact towards customer purchase intention compared to the other elements of promotional mix. The findings of this study were limited by the number of respondents, area and location, and the absence of other methods to obtain the results other than secondary research and questionnaire. This study is important for marketers to understand the consumer purchase intention towards Percetakan Jasa Embun's business to be more competitive.