A study on the effect of internet marketing toward brand attitude and buying intention for Sukimi Lube / Mohd Syukri Mat Daud

• Main Author: Mat Daud, Mohd Syukri
• Format: Student Project
• Language: English
• Published: FACULTY OF BUSINESS MANAGEMENT 2011
• Subjects: Telemarketing. Internet marketing; Consumer behavior. Consumers' preferences. Consumer research. Including consumer profiling; Income and expenditure. Budget; Expenditures, Public
• Online Access: http://ir.uitm.edu.my/id/eprint/41253/1/41253.pdf; http://ir.uitm.edu.my/id/eprint/41253/

The aim of this study was to examine the component of internet marketing that influence brand attitude and buying intention for SUKIMI LUBE SDN BHD. In this study, researcher has chosen advertising, communication, and promotion as independent variable, for the dependent variable researcher has chose brand attitude and buying intention. This study also was conducted what are the most preferred factor that influence brand attitude and buying intention for SUKIMI LUBE SDN BHD. Moreover questionnaire had been use in order to get feedback from customer. Researcher had distribute 50 questionnaire to SUKIMI LUBE customer at area Kelantan, Selangor and Kuala Lumpur. The data collected was then tested on its Frequency and Pearson’s r’ test of correlation and then further analyzed using Reliability analysis and regression analysis was used to test hypothesis of the study. The finding of this paper suggest that not all the factor are significant factor for explaining brand attitude and buying intention in SUKIMI LUBE. Only communication and advertising has been selected as the significant factor for explaining brand attitude and buying intention in SUKIMI LUBE. Base on the results obtain in this study, researcher suggest some recommendation that can help SUKIMI LUBE in the future.