Page 142 - MARSIUM'21 COMP OF PAPER

CHAI JING MIN (2022)

5.2 Limitation and Recommendation of the Research

Throughout this study, there are some limitation and recommendation need to be improved for future study. First, the study only
conducted in Johor Bahru Universiti Teknologi Malaysia and only for initial stage of research because Johor Bahru is too small so
for the future study should collect data from different country to achieve more accurate results. Second, this research targeted
200 students as the respondents to the study. However, after data collection, 190 students positively responded, representing
95% response rate so the lack of respondents might cause some restriction. To collect the larger populations for increase the
data accuracy and reliability result, researcher need to increase the number of target respondents. Third, data collection method
of this study only thru online Google Form sending by WhatsApp and Email because of the Covid-19 pandemic. It is
recommended for future research to collect data by face to face, so could stimulate consumers more understanding and increase
the consumer explaining the how brand equity influence consumers’ purchase intention towards health snacks product and One
Little C Enterprise.

Other than that, based on the study result for the recommendation of One Little C Enterprise to increase their sales, brand
awareness, brand association, perceived quality and brand loyalty is very important to influence consumers’ purchase intention
towards healthy snacks product. To increase the brand awareness One Little C Enterprise, need to create a powerful network
presence. For example, search engine optimization strategies should be used to put One Little C brand’s website in web search
results as much as possible. This means that when someone uses certain keywords related to the brand, the product will appear in
the results, can learn by company itself or hire SEO experts to improve search ranking.
Beyond that, to increase the brand association One Little C Enterprise need to personalized brand core values because the core value
of the brand is the key benefit provided by the brand to consumers, and it is the main motivation for consumers to agree that
they like a certain brand and are willing to buy a certain brand. For example, One Little C Enterprise can focus on beco me a
brand of healthy breakfast so consumers will think about having One Little C every morning instead of just a healthy snack.

Besides that, to increase the perceived quality, One Little C Enterprise can apply for well-recognized brand quality certification
institutions. For example, like apply the JAKIM HALAL CERTIFICATE this can help One Little C Enterprise increase the
sales in Malaysia Muslims’ market.
Lastly, to increase the brand loyalty of One Little C Enterprise should increase the favour and trust of consumers through the
company and product. To increase the favour and trust of consumers through company, all the activities or process of purchasing
and using products need to let consumers feel happy, comfortable, unforgettable and enjoying the service. In addition, to
increase the trust of consumers One Little C need to have a good image so the company should think highly of carry out the
social responsibilities and obligations
5.3 Conclusion

The current research studied about the connection between to variables of brand awareness, brand association, perceived quality
and brand loyalty influence purchase intention towards healthy snacks product in university students at Universiti Teknologi
Malaysia Johor Bahru. A total four hypotheses were projected and the conceptual research framework has been developed. In
this study, total 190 data were collected and examined using PLS-SEM for analysis. The main findings show there are positive
connection between brand awareness, brand association, perceived quality and brand loyalty and consumers’ purchase intention
towards One Little C’s healthy snacks product. Future researchers could conduct further survey on purchase intention towards healthy
snacks product by adding other possible factors into conceptual framework. For the conclusion, this research has answered
research questions and objectives. Recommendations for future survey were stated to reduce restriction and can help to increase
the sales of One Little C Enterprise.

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