assigment
AN EMPIRICAL STUDY OF BRAND IMAGE TOWARD CONSUMERS’ DECISION MAKING
Law Lik Wang, Norhayati Zakuan†, Ahmad Jusoh, Mohd. Shoki Md Ariff and Ahamad Zaidi Bahari
Dept. of Management, Faculty of Management and Human Resource Development,
Universiti Teknologi Malaysia (UTM),
Skudai, Johor, Malaysia
Email: norhayatimz@utm.my
Muhamad Zameri Mat Saman
Dept. of Manufacturing & Industrial Engineering, Faculty of Mechanical Engineering,
Universiti Teknologi Malaysia (UTM),
Skudai, Johor, Malaysia
Abstract. The aim of this research is to find out what is the perception of customer regarding the airline service provider’s brand image. Therefore, the purpose of the research is to identify what elements will affect the airline service provider’s brand image in order for the airline service provider to gain more market share. The customer’s decision making will be analyzed base on the influences of brand image. In order to carry out this research, a qualitative research was carried out. A set of questionnaire was developed and randomly distributed to 200 respondents in Senai Airport, Johor Bahru. Reliability analysis, Pearson correlation analysis and multiple regression analysis was being used to analysis the data. The result of this research suggests that satisfaction and trust of customers to a brand is the most important dimension that affects the customers’ decision making. However, based on this research, it shows that there is a relationship between brand satisfaction to brand image – and – brand trust to brand image.
Keywords: Brand image; brand satisfaction; brand trust; decision making; AirAsia.
1. INTRODUCTION
AirAsia Berhad is the low-cost airline service provider in Malaysia. Airasia is operating scheduled international flights and domestic. Besides, Airasia is the largest low-fare, no-frills airline in Asia region. Airasia was the first airline in Asia region to implement fully ticketless travel. The main base of Airasia is Low
Law Lik Wang, Norhayati Zakuan†, Ahmad Jusoh, Mohd. Shoki Md Ariff and Ahamad Zaidi Bahari
Dept. of Management, Faculty of Management and Human Resource Development,
Universiti Teknologi Malaysia (UTM),
Skudai, Johor, Malaysia
Email: norhayatimz@utm.my
Muhamad Zameri Mat Saman
Dept. of Manufacturing & Industrial Engineering, Faculty of Mechanical Engineering,
Universiti Teknologi Malaysia (UTM),
Skudai, Johor, Malaysia
Abstract. The aim of this research is to find out what is the perception of customer regarding the airline service provider’s brand image. Therefore, the purpose of the research is to identify what elements will affect the airline service provider’s brand image in order for the airline service provider to gain more market share. The customer’s decision making will be analyzed base on the influences of brand image. In order to carry out this research, a qualitative research was carried out. A set of questionnaire was developed and randomly distributed to 200 respondents in Senai Airport, Johor Bahru. Reliability analysis, Pearson correlation analysis and multiple regression analysis was being used to analysis the data. The result of this research suggests that satisfaction and trust of customers to a brand is the most important dimension that affects the customers’ decision making. However, based on this research, it shows that there is a relationship between brand satisfaction to brand image – and – brand trust to brand image.
Keywords: Brand image; brand satisfaction; brand trust; decision making; AirAsia.
1. INTRODUCTION
AirAsia Berhad is the low-cost airline service provider in Malaysia. Airasia is operating scheduled international flights and domestic. Besides, Airasia is the largest low-fare, no-frills airline in Asia region. Airasia was the first airline in Asia region to implement fully ticketless travel. The main base of Airasia is Low