Browsing by Author "Tat, Huam Hon"

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    Marketing Remedies to Increase the Purchase Intention of a Robotics Academy Centre
    (Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya, Sri Lanka., 2021) Chin, Thoo Ai; Quan, Woon Zeng; Tat, Huam Hon; Shan, Lom Hui
    Malaysia has transformed the education system by launching the Science, Technology, Engineering, Mathematics (STEM) education and implemented the STEM in all schools in Malaysia at the beginning of 2017. Through exposure to STEM, children gain the opportunities to learn the concepts of science and mathematics. The focus on hands-on learning with real-world applications helps to develop many skills for children such as creativity, innovative skills and allows them to explore STEM careers at an early age. These changes have triggered how robotics academies compete for resources and competitive advantage. Most robotic academies provide the latest innovative ways to engage students in STEM. The study will use one of the leading educational robotics and coding academies in Malaysia as the case study. Many of the robotics centers are using social media marketing effectively to increase brand awareness and purchase intention. However, the selected academy is facing low brand awareness and low purchase intention. Therefore, this study aims to investigate factors that increase the purchase intention of robotic education and design social media marketing strategies for the company. The questionnaire is distributed to collect data from parents in Skudai, Johor who have children aged from 5 to 17 years old using a judgmental sampling technique. This is expected that brand awareness, brand association, and perceived quality will be very important for the academy to increase purchase intention using social media marketing strategies.
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    Social Media Marketing Strategies to Enhance Brand Passion and Purchase Intention of a Bakery Supply Shop
    (Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya, Sri Lanka., 2021) Chin, Thoo Ai; Ibrahim, Noviani; La, Lee Yoke; Tat, Huam Hon
    Due to Covid-19 pandemic, the new norm of retailing environment and consumer behavior has increased the usage of the Internet and social media drastically. Therefore, social media communication is very important in the current situation as this is the opportunity for retailers and marketers to increase their brand awareness and at the same time trigger the purchase intention into consumers' mind. However, new business of a bakery supply chop could not utilize well the benefits of social media into their marketing strategy. Hence, the purpose of this study is to investigate what are the factors to drive purchase intention of baking products. Further, due to the marketing problems faced by the company, the study will propose marketing strategies that can be used to increase the purchase intention of their baking products. This study will adopt conclusive research design with cross-sectional approach to examine the relationships between firm-created and user-generated social media communication, brand passion, and purchase intention. Judgmental sampling technique is employed for the study. The respondents are chosen with the criteria: Facebook users who have intention to buy baking products and the sample size is 150. The data will be collected using Google Form and analyzed using Statistical Package for the Social Sciences (SPSS) software. This study can contribute to the retailing industry such as bakery supply shops by providing them better insights on how they should manage their social media and utilize the benefits of social media in this rapid technological advancement era.