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All Journal International Journal of Business and Quality Research
Izian Idris
Department of Marketing, Sunway University, Malaysia
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

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The Role of Perceived Value in Advertising Message on Purchase Intention: A Case of Malaysian Millennial Consumers Arman Hj. Ahmad; Izian Idris; Gan Hao Rong; Rizal Ula Ananta Fauzi; Nursyuhadah Abdul Rahman; Ridzuan Masri
International Journal of Business and Quality Research Vol. 2 No. 02 (2024): April - June, International Journal of Business and Quality Research (IJBQR)
Publisher : Citakonsultindo

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.63922/ijbqr.v2i02.828

Abstract

This research investigates the perceived value of advertising messages towards Millennials with regards to the extent of perceived informativeness, perceived credibility and perceived entertainment of advertising messages in indicating their behavioural intention. 300 Millennials in Malaysia were conveniently recruited to be involved in the data collection of this research. They were recruited because they are the largest age group that is largely exposed to advertising in Malaysia and they are also potential customers in the future. All collected data were scientifically analysed using SPSS, particularly using the Multiple Linear Regression Analysis to test the relationship between variables and to find out the strengths of each connection of variables. On top of that, the objective of this research is to identify the most significant factor that influences consumers’ purchase intention. Interestingly, the results show evidence of the positive relationship between the perceived value of advertising messages and consumers’ purchase intention which is predicted and supported by various studies. In summary, all of the findings in this research can be summarised as, all of the three variables including perceived informativeness, perceived credibility and perceived entertainment of advertisement messages are positively associated with millennials’ purchase intention in Malaysia. Among the three factors, the perceived entertainment of advertising messages is the most significant driver that influenced Millennials behavioural intention. On top of that, all research objectives and research questions were achieved and answered throughout this study.
“Excavate” The Impact of Word of Mouth Towards the Intention to Purchase Mobile Phone Among Older Consumers Arman Hj. Ahmad; Izian Idris; Siti Suhana Alias; Ching Yen Wern; Adibah Zainualdin; Rafiatul Adlin Hj. Mohd. Ruslan; Diananda Fitri Pitari
International Journal of Business and Quality Research Vol. 3 No. 01 (2025): January - March, International Journal of Business and Quality Research (IJBQR
Publisher : Citakonsultindo

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.63922/ijbqr.v3i01.991

Abstract

Mobile phones in modern times are a ‘must have’ item in keeping up with the latest happenings. Internal and external influences can however impact consumers’ intention to purchase a mobile phone. This paper aims to investigate the impact of word of mouth (WOM) towards older consumers’ purchase intention for mobile phones. Literature indicated that older consumers are vulnerable to this sort of influence especially when they deemed the content of advertising messages originated from a credible source. Furthermore, emotional appeal messages are influential in the behavioural purchase intention of the older population compared to the younger population due to the limited time perceived by older consumers and their decreased cognitive abilities. Primary data in this study is collected by a self-administered questionnaire involving 180 respondents selected through the simple random sampling approach. The sample population was all pre-determined to be aged above 50 years old. Analyses of data collection were done using SPSS to test the proposed hypotheses. Findings from this study aid marketer with their marketing campaigns for mobile phones with an enhanced understanding of the older consumer segment which possesses higher disposable income and purchasing power.
Co-Authors Adibah Zainualdin Arman Hj. Ahmad Arman Hj. Ahmad Ching Yen Wern Diananda Fitri Pitari Gan Hao Rong Nursyuhadah Abdul Rahman Rafiatul Adlin Hj. Mohd. Ruslan Ridzuan Masri Rizal Ula Ananta Fauzi Siti Suhana Alias