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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| Format: | thesis |
| Language: | eng |
| Published: |
2019
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| Subjects: | |
| Online Access: | https://ir.upsi.edu.my/detailsg.php?det=5388 |
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| Summary: | 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. |
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