The factors that influence brand loyalty in electronic gadget among young consumer

Ellzira Rugu, and Lailatul Maqfirah Subaweh, and Maizura Abdul Ghafar, and Mohamad Shahli Mohd Saman, (2016) The factors that influence brand loyalty in electronic gadget among young consumer. [Undergraduate Final Year Project Report] (Submitted)

Full text not available from this repository.

Abstract

The purpose of this research is to measure the relationship of the factor that influenced young consumer to be loyal with one brand towards electronic gadget. The main objective for this research is to identify the factor that influenced brand loyalty among young consumer towards electronic gadget. The respondent of this research is Malaysian consumer which is covered in Pengkalan Chepa, Kelantan only. To ensure researchers achieve their target, researchers focus on University Malaysia Kelantan students and also local resident. This is because the researchers predict that most of this respondent are knowledgeable, has experienced about brand loyalty and understand about the factor that can influenced them. Descriptive analysis, reliability, correlation and multiple regressions is done to test the hypothesis. It is discovered the quality, trust and satisfaction is the major factor influence brand loyalty among young consumer towards electronic gadget. 400 questionnaires were distributed to young consumer for this research. Data collected was analysed using Statistical Package for Social Science (SPSS) version 24.0. From the findings, there were positive and significant relationship between quality, trust and satisfaction with brand loyalty among young consumer. This shows that quality, trust and satisfaction are most important factor in determining the young consumer loyalty towards electronic gadget brand. Future researchers could discover the reason for those factors becoming the leading factor in determining the young consumer loyalty towards electronic gadget brand. Lastly, discussion on findings, implications, limitations, recommendation and conclusions also included in this report.

Item Type: Undergraduate Final Year Project Report
Faculty: Faculty of Entrepreneurship and Business
Depositing User: En Md. Hafiza Ibrahim
Date Deposited: 04 Feb 2018 01:51
Last Modified: 04 Feb 2018 01:51
URI: http://umkeprints.umk.edu.my/id/eprint/6874
Repository Statistic: View Download Statistic

Actions (login required)

View Item View Item