The effect of marketing mix on purchase intention in spa at Bandar Hilir, Melaka / Noorliana Jaslin , Nor Syahira Mohd Khalid and Nurul Nabilah Ab Manan

This study investigates the effect of the marketing mix on purchase intention in spa at Bandar Hilir, Melaka. The marketing mix that are used is 4P's that is product, promotion, place and price. Purchase behavior is an important key for consumers during considering and evaluating of certain pro...

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Main Authors:	Jaslin, Noorliana, Mohd Khalid, Nor Syahira, Ab Manan, Nurul Nabilah
Format:	Student Project
Language:	English
Published:	Faculty of Hotel and Tourism Management 2015
Online Access:	http://ir.uitm.edu.my/id/eprint/17221/ http://ir.uitm.edu.my/id/eprint/17221/2/PPb_NOORLIANA%20JASLIN%20HM%2015_5.pdf

id	uitm-17221
recordtype	eprints
spelling	uitm-172212019-08-15T03:51:03Z http://ir.uitm.edu.my/id/eprint/17221/ The effect of marketing mix on purchase intention in spa at Bandar Hilir, Melaka / Noorliana Jaslin , Nor Syahira Mohd Khalid and Nurul Nabilah Ab Manan Jaslin, Noorliana Mohd Khalid, Nor Syahira Ab Manan, Nurul Nabilah This study investigates the effect of the marketing mix on purchase intention in spa at Bandar Hilir, Melaka. The marketing mix that are used is 4P's that is product, promotion, place and price. Purchase behavior is an important key for consumers during considering and evaluating of certain product. Problem that faces is Malaysian spa industry experiences a shortage of skilled labor, many people are still unclear as to what kind of services that a spa offers, and spa industry in Malaysia lack of the National Signature Treatment. The method of data collection that used is questionnaire. The questionnaire were distribute among the tourist in Bandar Hilir, Melaka. The techniques that are used to interpret the data is by using SPSS, Mean, Standard Deviation and also Pearson Correlation. In objective 1, the result indicated that the attitude of the customer were based on their free will and the word of mouth from their members, family or other that can influenced them. While, objective 2 found that, the most preferred marketing mix tools is the strategic location (place) of the Malaysia Spa Industry that can influence the purchasing behavior of customer. However, objective 3 establish that there is moderate relationship between the how the marketing mix are well plan to the attitude of the consumer in purchased the spa services/product maybe the respondents does not clearly understand the spa services. Faculty of Hotel and Tourism Management 2015 Student Project NonPeerReviewed text en http://ir.uitm.edu.my/id/eprint/17221/2/PPb_NOORLIANA%20JASLIN%20HM%2015_5.pdf Jaslin, Noorliana and Mohd Khalid, Nor Syahira and Ab Manan, Nurul Nabilah (2015) The effect of marketing mix on purchase intention in spa at Bandar Hilir, Melaka / Noorliana Jaslin , Nor Syahira Mohd Khalid and Nurul Nabilah Ab Manan. [Student Project] (Unpublished)
repository_type	Digital Repository
institution_category	Local University
institution	Universiti Teknologi MARA
building	UiTM Institutional Repository
collection	Online Access
language	English
description	This study investigates the effect of the marketing mix on purchase intention in spa at Bandar Hilir, Melaka. The marketing mix that are used is 4P's that is product, promotion, place and price. Purchase behavior is an important key for consumers during considering and evaluating of certain product. Problem that faces is Malaysian spa industry experiences a shortage of skilled labor, many people are still unclear as to what kind of services that a spa offers, and spa industry in Malaysia lack of the National Signature Treatment. The method of data collection that used is questionnaire. The questionnaire were distribute among the tourist in Bandar Hilir, Melaka. The techniques that are used to interpret the data is by using SPSS, Mean, Standard Deviation and also Pearson Correlation. In objective 1, the result indicated that the attitude of the customer were based on their free will and the word of mouth from their members, family or other that can influenced them. While, objective 2 found that, the most preferred marketing mix tools is the strategic location (place) of the Malaysia Spa Industry that can influence the purchasing behavior of customer. However, objective 3 establish that there is moderate relationship between the how the marketing mix are well plan to the attitude of the consumer in purchased the spa services/product maybe the respondents does not clearly understand the spa services.
format	Student Project
author	Jaslin, Noorliana Mohd Khalid, Nor Syahira Ab Manan, Nurul Nabilah
spellingShingle	Jaslin, Noorliana Mohd Khalid, Nor Syahira Ab Manan, Nurul Nabilah The effect of marketing mix on purchase intention in spa at Bandar Hilir, Melaka / Noorliana Jaslin , Nor Syahira Mohd Khalid and Nurul Nabilah Ab Manan
author_facet	Jaslin, Noorliana Mohd Khalid, Nor Syahira Ab Manan, Nurul Nabilah
author_sort	Jaslin, Noorliana
title	The effect of marketing mix on purchase intention in spa at Bandar Hilir, Melaka / Noorliana Jaslin , Nor Syahira Mohd Khalid and Nurul Nabilah Ab Manan
title_short	The effect of marketing mix on purchase intention in spa at Bandar Hilir, Melaka / Noorliana Jaslin , Nor Syahira Mohd Khalid and Nurul Nabilah Ab Manan
title_full	The effect of marketing mix on purchase intention in spa at Bandar Hilir, Melaka / Noorliana Jaslin , Nor Syahira Mohd Khalid and Nurul Nabilah Ab Manan
title_fullStr	The effect of marketing mix on purchase intention in spa at Bandar Hilir, Melaka / Noorliana Jaslin , Nor Syahira Mohd Khalid and Nurul Nabilah Ab Manan
title_full_unstemmed	The effect of marketing mix on purchase intention in spa at Bandar Hilir, Melaka / Noorliana Jaslin , Nor Syahira Mohd Khalid and Nurul Nabilah Ab Manan
title_sort	effect of marketing mix on purchase intention in spa at bandar hilir, melaka / noorliana jaslin , nor syahira mohd khalid and nurul nabilah ab manan
publisher	Faculty of Hotel and Tourism Management
publishDate	2015
url	http://ir.uitm.edu.my/id/eprint/17221/ http://ir.uitm.edu.my/id/eprint/17221/2/PPb_NOORLIANA%20JASLIN%20HM%2015_5.pdf
first_indexed	2023-09-18T22:57:49Z
last_indexed	2023-09-18T22:57:49Z
_version_	1777417972212563968

The effect of marketing mix on purchase intention in spa at Bandar Hilir, Melaka / Noorliana Jaslin , Nor Syahira Mohd Khalid and Nurul Nabilah Ab Manan

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