Factors that drive the consumers purchase decision of KPJ Healthcare / Syakirah Rohayudin

KPJ Healthcare Berhad is one of the leading providers of premium healthcare services, and also was known internationally Comparing from the year 2015 to the year 2016, their revenue has seen an increment. However, it is not an easy step for them. Over the years they have carried out a lot of marketing efforts to engage as many customers as they can all over the world. To perform that, they needed a huge budget in ensuring the effectiveness of the marketing and advertising strategy. This is where we see that understanding the reason behind customers purchase is significant in order for KPJ to come out with a good marketing strategy afterward —a strategy that is cost-effective. This research involves determining the factors that influence the consumers to choose KPJ Healthcare, and what makes it the preferable choice amongst consumers both of Malaysia and the foreign consumers. This research is also conducted with the aim to investigate the reason for the consumers' purchase and their preferences towards the service of KPJ Healthcare. Based on the secondary data resources that is already collected and gathered from various journals, few determinants can be developed and those include; advertising, brand, Word-of-Mouth and perceived quality.