Page 141 - MARSIUM'21 COMP OF PAPER

CHAI JING MIN (2022)

■ 5.0 Discussion & Conclusion

5.1 Discussion of the Results & Findings

The results and findings have discussed will be use from the hypothesis formed to identify the significant connection between
brand awareness, brand association, perceived quality and brand royalty towards purchase intention on healthy snacks product.

H1: Brand awareness have a positive influence on consumers’ purchase intention towards healthy snacks.

The results in Table 4.8 T-test statistics study showing brand awareness on purchase intention are supported where the original sample
and significant values are (O= 0.345, p<0.05)). Therefore, brand awareness is positively significant towards healthy snacks
product. Hence, the null hypothesis is accepted. According to Keller,1993; Jacoby & Olson, 1997; Macdonald & Sharp,2000, it
signifies that consumer will buy a product that the brand is familiar and well know product. Moreover, previous studies have proven
that significant effect on brand awareness will directly or indirectly influence consumer purchase intention, the higher brand
awareness the high consumer purchase intention. The way to increase the ability of a potential buyer to recognize or recall a
product is brand awareness a part of particular product category (Surachman,2008). Thus, to increase the sales of healthy snack
product, One Little C should take action for increase the brand awareness.

H2: Brand association have a positive influence on consumers’ purchase intention towards healthy snacks.

The results in Table 4.8 T-test statistics study showing brand association on purchase intention are supported where the original
sample and significant values are (O= 0.177, p<0.05)). Therefore, brand association is positively significant towards healthy
snacks product. Hence, the null hypothesis is accepted. According to Aaker 1991, described a well-established can reduce the
incentives of the customers to try different brand because of the brand association can influence the purchase behaviour and
give consumer the impact on the level of satisfaction. Thus, brand association also important to increase the sales of healthy
snacks product so One Little C need to pay attention increase the brand association.

H3: Perceived quality has a positive influence on consumers’ purchase intention towards healthy snacks.

Based on the results in Table 4.8 T-test statistics study showing perceived quality on purchase intention are supported where
the original sample and significant values are (O= 0.168, p<0.05). Therefore, perceived quality is positively significant towards
healthy snacks product. Hence, the null hypothesis is accepted. Perceived quality also provides a strong reason for consumer to
purchase a product because within the consideration process the consumer can determine which brand to exclude or include. Once a
brand gives the right perceived quality, will be a chance to charge for a premium price. According to Aaker 1991, perceived
quality not only valuable for consumer but also meaningful for the sellers because they understand those products are favoured
by the market. Thus, perceived quality has a positive influence on consumers’ purchase intention towards healthy snacks product so
One Little C should be more focus on increase the perceived quality.

H4: Brand loyalty have a positive influence on consumers’ purchase intention towards healthy snacks.

Based on the results in Table 4.8 T-test statistics study showing brand loyalty on purchase intention are supported where the
original sample and significant values are (O= 0.511, p<0.05). Therefore, brand loyalty is positively significant towards healthy
snacks product. Hence, the null hypothesis is accepted. According to Sadat (2009), brand loy alty makes a consumer unintentionally
builds strong willingness to buy the same brand over the time or in other words makes consumer less vulnerable to shift to other
brands. It is essential since it provides the encouragement for consumers to buy the brand again in the future (Ahmed & Moosavi,
2013). Thus, to increase the sales of healthy snack product, One Little C should take action for increase brand loyalty.

118