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This study used thematic analysis for data collection. The data was collected from the participant's opinions and
feelings when purchasing products and services from JannahNoe. The qualitative data is important to use the marketing mix
to increase the brand awareness and customer satisfaction of JannahNoe. In thematic analysis, a combination of data interview
and theory is the analytical element. It is important to discover the regular themes and thoughts from more than one participant.
Moreover, Alhoijalan (2012) found that the theme is originated as the big volume of data and hard content is mandatory to
specify the connection between the amount of data obtained from different groups of people. Additionally, the thematic
analysis would be interpreted like graphic networks, display themes, and the relation between each theme shown as a clear
picture for readers (Walters, 2016). Braun and Clarke (2006) divided the thematic analysis into six steps which are:
Table 1: Thematic Analysis

Phase Clarification Illustration
❖ Acquaint with the data that Alter the data, redo and listen back to Read and listen many times to the
have been gained get acquainted with the data record of the data and interpret to
transcribe
❖ Coding the data and Discover the nice features of the data Take note of the data, mark using a
classifying the themes and take note to form a theme based on highlighter to identify the codes, gather
a repeated pattern of data. and match similar codes.
❖ Find the theme through code Merge the code into the wide level of The researcher can use visual
theme or sub-theme. presentation such as a mind map, table,
or jot down the codes on a piece of
paper and sort them in a similar group
for theme development
❖ Evaluating the chosen theme Re-value the theme that had been Re-value the theme whether it is
progressed. relevant or not. For example, two
different themes can be combined into
one theme.
❖ Naming and describing the Further, rectify the theme and examine Search the name for the theme that can
theme the data within it. give the reader a sense of what is theme
about.
❖ Arrange the report The researcher must scribble the data It is important that the report has
that is endorsed theme as evidence. objective and fascinating data across
the theme.

■ 4.0 FINDINGS

4.1 PROFILE OF RESPONDENT

There were 6 participants involved in the study. The participants were classified as new customers and existing customers who
purchase the products of JannahNoe. Table 2 shows that the four new customers meanwhile Table 3 shows the two loyal
customers.
Table 2: New Customer of JannahNoe

Participant Background
Participant 1N 25 years old and live in Johor Bahru, Johor.

Participant 2N 27 years old and live in Temerloh, Pahang.

Participant 3N 38 years old and live in Kluang, Johor.

Participant 4N 27 years old and live in Air Hitam , Johor

Table 3: Loyal Customer of JannahNoe

Participant Background
Participant 1L 32 years old and live in Batu Pahat, Johor.

Participant 2L 24 years old and live in Johor Bahru, Johor

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