Factors That Affecting Customer Purchase Intention At Hypermarket In Malaysia

Mohd Salikhin, Siti Syahirah (2017) Factors That Affecting Customer Purchase Intention At Hypermarket In Malaysia. Project Report. UTeM, Melaka, Malaysia. (Submitted)

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Abstract

The aim of this study was to determine the factors that affect the customer purchase intention at the hypermarket in Malaysia by using the Theory of Planned Behaviour (TPB). The theory suggests that behavioural factors instantly is its intention. The intention is determined by the attitude toward the behaviour, subjective norms, and perceived behavioural control. These findings have important implications for marketers as well as for policy makers. The methodology technique used is quantitative and survey method which distributing the questionnaires in all-around of southerners region. The questionnaire will be distributed in the state of Johor and Melaka. The 52 outlets hypermarkets in the state of Johor and Melaka has responded to the questionnaire. The results were analysed using factor analysis to determine the factors that affect customers purchase intentions in hypermarkets and using multiple linear regression analysis to identify the overall relationship between factors and their purchase intentions in the hypermarket. Through the result generated from SPSS, the antecedent factors have shown a significant relationship with the customer purchase intentions.

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