A study relationship between advertising, word of mouth and experience perspective with customer purchase intention in Kota Kinabalu / Nor Nikma Jamil

• Main Author: Jamil, Nor Nikma
• Format: Student Project
• Language: English
• Published: 2014
• Subjects: Market segmentation. Target marketing; Marketing research. Marketing research companies. Sales forecasting; Consumer behavior. Consumers' preferences. Consumer research. Including consumer profiling; Advertising campaigns; Methods. Outdoor advertising. Billboards. Posters
• Online Access: https://ir.uitm.edu.my/id/eprint/50607/1/50607.pdf; https://ir.uitm.edu.my/id/eprint/50607/

Along with the trend of globalization, the economic grows rapidly in many aspects nowadays. standards of life enhances along with better incomes. Hence, people tend to use many way of product which is need influencing ways to them gain an information about that product their want. Advertisement, word of mouth and experience actually really assist the customer to know clearly what actually product about. By having good information or knowledge about the product which is can be gain from advertisement, word of mouth and experience actually help the customer try to came out and ask more about the product, that why we study the relationship of advertisement, word of mouth and experience to know seriously which one most influence customer then how their performance can reach the customer expectation. This research aims to achieve 3 main goals. First of all, to examine the level advertising, word of mouth and experience perspective that help consumer in Kota Kinabalu towards buying decision making. To study the relationship between consumer in Kota Kinabalu expectation from advertising, word of mouth and experiential perspective and its performance. Lastly, to suggest strategies to bridge the relationship between expectation and performance. This research is done throughout survey questionnaire distributing to 120 respondents. Frequencies and cross tabulation are applied. Findings indicated that advertising, word of mouth and experience should improve its marketing strategy in terms of motivation and brand name.