The relationship between advertising and Muslim student's intention to visit kopitiams
Kopitiam is a traditional coffee shop mostly owned by Chinese in Malaysia. It has been re branded with a modern taste to fulfill the changing lifestyle of the Malaysian society.Thus, Kopitiam has been accepted as a Malaysian brand.Recently, a number of negative news were reported in the mass media h...
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| Main Authors: | , , |
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| Format: | Conference or Workshop Item |
| Language: | English |
| Published: |
2011
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| Subjects: | |
| Online Access: | http://repo.uum.edu.my/16740/1/13.pdf http://repo.uum.edu.my/16740/ |
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| Summary: | Kopitiam is a traditional coffee shop mostly owned by Chinese in Malaysia. It has been re branded with a modern taste to fulfill the changing lifestyle of the Malaysian society.Thus, Kopitiam has been accepted as a Malaysian brand.Recently, a number of negative news were reported in the mass media highlighting issues such as the Halal logo and certificates, the suspicion of chicken slaughtering process and the use of pork-based gelatine in food and beverages in Kopitiams have stirred the feelings of Malaysian Muslims.This paper is an excerpt of a research that identifies factors influencing students to visit Kopitiam based on the Theory of Planned Behaviour by Ajzen (1991) combined with another construct which is the influence of advertising.Quantitative approach was employed based on a survey through a questionnaire that applies cross sectional design. 382 respondents were involved through a systematic random sampling from the population of 18,000 undergraduate students in Universiti Utara Malaysia.The result shows that the intention to visit Kopitiams has a significant relationship with attitude, environment (subjective norms), perceived behavioral control and influence of advertising. |
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