The effect of marketing mix strategies on customers purchase decision at Muslim Chinese restaurants among students in Selangor Malaysia

The effect of marketing mix strategies on customers purchase decision at Muslim Chinese restaurants among students in Selangor Malaysia

This study is conducted to examine the effect of marketing mix strategies on customerspurchasing decision at Muslim Chinese restaurants among students in Selangor. This studyadapted deductive and quantitative methods. The type of research used in this study iscausal research. Causal research is a ty...

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Main Author: Hawateh, Sujood Ahmed Hasan
Format: thesis
Language:eng
Published: 2019
Subjects:
HF Commerce
Online Access:https://ir.upsi.edu.my/detailsg.php?det=5388
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institution Universiti Pendidikan Sultan Idris
collection UPSI Digital Repository
language eng
topic HF Commerce
spellingShingle HF Commerce
Hawateh, Sujood Ahmed Hasan
The effect of marketing mix strategies on customers purchase decision at Muslim Chinese restaurants among students in Selangor Malaysia
description This study is conducted to examine the effect of marketing mix strategies on customerspurchasing decision at Muslim Chinese restaurants among students in Selangor. This studyadapted deductive and quantitative methods. The type of research used in this study iscausal research. Causal research is a type of conclusive research designed to obtain evidencerelated to causality. A total of 250 respondents were selected as the sample throughmulti-stage sampling technique. Data was analyzed by multiple linear regressions. Simple randomsampling will be employed from the selected restaurant. By applying multiple linearregressions. The findings revealed that price ( = .247, p =.000), products ( = .197, p = .002), place ( = .171, p = 0.003) and promotions ( = 0.214, p =0.003) have significant influences on customers purchasing decisions at Muslim Chinese restaurant in Malaysia. In addition the findings of inter item correlationrevealed the score of pearson correlation were greater than 0.3, which ensures that thevariables are valid. The probabilities of correlations are all significant at less than 0.05(5%),which indicates that the research instrument is valid. It can be concluded that Muslim Chineserestaurants in Malaysia should consider marketing mix strategies that can influence theircustomer purchasing decision. Based on the result obtained, it is discovered that the Price,products, place and promotion) has significant influence on determining customers purchasingdecision in Chinese Muslim restaurant in Malaysia, with the price as the most importantand most influential variable in determining purchasing decision. This study recommends that Chinese Muslim restaurant in Malaysia should consider the importance offixing and maintaining goodprice for their foods, maintaining high quality product, ensuring regular promotion.
format thesis
qualification_name
qualification_level Master's degree
author Hawateh, Sujood Ahmed Hasan
author_facet Hawateh, Sujood Ahmed Hasan
author_sort Hawateh, Sujood Ahmed Hasan
title The effect of marketing mix strategies on customers purchase decision at Muslim Chinese restaurants among students in Selangor Malaysia
title_short The effect of marketing mix strategies on customers purchase decision at Muslim Chinese restaurants among students in Selangor Malaysia
title_full The effect of marketing mix strategies on customers purchase decision at Muslim Chinese restaurants among students in Selangor Malaysia
title_fullStr The effect of marketing mix strategies on customers purchase decision at Muslim Chinese restaurants among students in Selangor Malaysia
title_full_unstemmed The effect of marketing mix strategies on customers purchase decision at Muslim Chinese restaurants among students in Selangor Malaysia
title_sort effect of marketing mix strategies on customers purchase decision at muslim chinese restaurants among students in selangor malaysia
granting_institution Universiti Pendidikan Sultan Idris
granting_department Fakulti Pengurusan dan Ekonomi
publishDate 2019
url https://ir.upsi.edu.my/detailsg.php?det=5388
_version_ 1747833188870258688
spelling oai:ir.upsi.edu.my:53882020-11-19 The effect of marketing mix strategies on customers purchase decision at Muslim Chinese restaurants among students in Selangor Malaysia 2019 Hawateh, Sujood Ahmed Hasan HF Commerce This study is conducted to examine the effect of marketing mix strategies on customerspurchasing decision at Muslim Chinese restaurants among students in Selangor. This studyadapted deductive and quantitative methods. The type of research used in this study iscausal research. Causal research is a type of conclusive research designed to obtain evidencerelated to causality. A total of 250 respondents were selected as the sample throughmulti-stage sampling technique. Data was analyzed by multiple linear regressions. Simple randomsampling will be employed from the selected restaurant. By applying multiple linearregressions. The findings revealed that price ( = .247, p =.000), products ( = .197, p = .002), place ( = .171, p = 0.003) and promotions ( = 0.214, p =0.003) have significant influences on customers purchasing decisions at Muslim Chinese restaurant in Malaysia. In addition the findings of inter item correlationrevealed the score of pearson correlation were greater than 0.3, which ensures that thevariables are valid. The probabilities of correlations are all significant at less than 0.05(5%),which indicates that the research instrument is valid. It can be concluded that Muslim Chineserestaurants in Malaysia should consider marketing mix strategies that can influence theircustomer purchasing decision. Based on the result obtained, it is discovered that the Price,products, place and promotion) has significant influence on determining customers purchasingdecision in Chinese Muslim restaurant in Malaysia, with the price as the most importantand most influential variable in determining purchasing decision. This study recommends that Chinese Muslim restaurant in Malaysia should consider the importance offixing and maintaining goodprice for their foods, maintaining high quality product, ensuring regular promotion. 2019 thesis https://ir.upsi.edu.my/detailsg.php?det=5388 https://ir.upsi.edu.my/detailsg.php?det=5388 text eng closedAccess Masters Universiti Pendidikan Sultan Idris Fakulti Pengurusan dan Ekonomi Ahtola, O. T. (1975). The vector model of preferences: An alternative to the Fishbeinmodel. Journal of marketing research, 52-59.Ailawadi, K. L., Harlam, B. A., Cesar, J., & Trounce, D. (2006). 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