Faktor-faktor pemasaran yang mempengaruhi kesetiaan pengguna dalam menggunakan produk kesihatan herba tempatan di Malaysia

Faktor-faktor pemasaran yang mempengaruhi kesetiaan pengguna dalam menggunakan produk kesihatan herba tempatan di Malaysia

Marketing activities of herbal health products in Malaysia have shown significant growth since the last few decades. The intensifying growth has triggered several questions about the actual potential of marketing to continuously expand despite moderate consumer loyalty on the local health products....

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Main Author: Ari Husaini, Hamdan
Format: Thesis
Language:eng
eng
Published: 2014
Subjects:
HF5415.33 Consumer Behavior.
Online Access:https://etd.uum.edu.my/4146/1/s813285.pdf
https://etd.uum.edu.my/4146/13/s813285_abstract.pdf
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institution Universiti Utara Malaysia
collection UUM ETD
language eng
eng
advisor Md Isa, Filzah
topic HF5415.33 Consumer Behavior.
spellingShingle HF5415.33 Consumer Behavior.
Ari Husaini, Hamdan
Faktor-faktor pemasaran yang mempengaruhi kesetiaan pengguna dalam menggunakan produk kesihatan herba tempatan di Malaysia
description Marketing activities of herbal health products in Malaysia have shown significant growth since the last few decades. The intensifying growth has triggered several questions about the actual potential of marketing to continuously expand despite moderate consumer loyalty on the local health products. The importation of foreign health products into the domestic market and various issues related to local health products marketing activities, seem to be among the key reasons why consumer loyalty on local health products deteriorated. In relation to this, the present study intended to examine the relationship between consumer loyalty with marketing mix (product, price, place of distribution and promotion) and consumer knowledge. The study was conducted in University Utara Malaysia and the respondents were both the academic and administrative staff in three different colleges i.e. COB, COLGIS and CAS. The sample size of this study is 330 samples. This study used SPSS 19.0 to analyze the data. The findings revealed that all five hypotheses were supported and all the independent variables namely product, price, place of distribution and promotion, and consumer knowledge were significantly and positively related to consumer loyalty. The detail of the discussions is provided in the study.
format Thesis
qualification_name masters
qualification_level Master's degree
author Ari Husaini, Hamdan
author_facet Ari Husaini, Hamdan
author_sort Ari Husaini, Hamdan
title Faktor-faktor pemasaran yang mempengaruhi kesetiaan pengguna dalam menggunakan produk kesihatan herba tempatan di Malaysia
title_short Faktor-faktor pemasaran yang mempengaruhi kesetiaan pengguna dalam menggunakan produk kesihatan herba tempatan di Malaysia
title_full Faktor-faktor pemasaran yang mempengaruhi kesetiaan pengguna dalam menggunakan produk kesihatan herba tempatan di Malaysia
title_fullStr Faktor-faktor pemasaran yang mempengaruhi kesetiaan pengguna dalam menggunakan produk kesihatan herba tempatan di Malaysia
title_full_unstemmed Faktor-faktor pemasaran yang mempengaruhi kesetiaan pengguna dalam menggunakan produk kesihatan herba tempatan di Malaysia
title_sort faktor-faktor pemasaran yang mempengaruhi kesetiaan pengguna dalam menggunakan produk kesihatan herba tempatan di malaysia
granting_institution Universiti Utara Malaysia
granting_department Othman Yeop Abdullah Graduate School of Business
publishDate 2014
url https://etd.uum.edu.my/4146/1/s813285.pdf
https://etd.uum.edu.my/4146/13/s813285_abstract.pdf
_version_ 1747827688130740224
spelling my-uum-etd.41462022-04-10T00:15:44Z Faktor-faktor pemasaran yang mempengaruhi kesetiaan pengguna dalam menggunakan produk kesihatan herba tempatan di Malaysia 2014-06 Ari Husaini, Hamdan Md Isa, Filzah Othman Yeop Abdullah Graduate School of Business Othman Yeop Abdullah Graduate School of Business HF5415.33 Consumer Behavior. Marketing activities of herbal health products in Malaysia have shown significant growth since the last few decades. The intensifying growth has triggered several questions about the actual potential of marketing to continuously expand despite moderate consumer loyalty on the local health products. The importation of foreign health products into the domestic market and various issues related to local health products marketing activities, seem to be among the key reasons why consumer loyalty on local health products deteriorated. In relation to this, the present study intended to examine the relationship between consumer loyalty with marketing mix (product, price, place of distribution and promotion) and consumer knowledge. The study was conducted in University Utara Malaysia and the respondents were both the academic and administrative staff in three different colleges i.e. COB, COLGIS and CAS. The sample size of this study is 330 samples. This study used SPSS 19.0 to analyze the data. The findings revealed that all five hypotheses were supported and all the independent variables namely product, price, place of distribution and promotion, and consumer knowledge were significantly and positively related to consumer loyalty. The detail of the discussions is provided in the study. 2014-06 Thesis https://etd.uum.edu.my/4146/ https://etd.uum.edu.my/4146/1/s813285.pdf text eng public https://etd.uum.edu.my/4146/13/s813285_abstract.pdf text eng public masters masters Universiti Utara Malaysia Aaker, D. A. (1989). 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