Page 172 - MARSIUM'21 COMP OF PAPER

Participants 1N and 3N were not satisfied because the price is a little bit expensive and many other brands with the same
quality were cheaper than JannahNoe’s price offered. The other participants found that the price was reasonable and
suitable.

Key factors of customer satisfaction of JannahNoe Empire Sdn Bhd
4.1.6 Quality of product

“Good quality. JannahNoe’s product is fashionable and attracted to it” (Participant 3N)
“Not remember but the character of this fashion is like elegant.” (Participant 2N)

According to participants 3N, 4N, and 2N, JannahNoe’s product was fashionable, modern, and elegant. Meanwhile,
participants 4N, 1L, and 2L were satisfied with the quality, design, and cutting pattern of the product.

4.1.7 Advertising (promotion)

“ I always look at Instagram….JannahNoe is the one of the top brands in promotion at Instagram by pop up
advertising more than another brand”. (Participant 2N)
“I have followed the official Instagram of JannahNoe.”
“JannahNoe always update promotion each of product release.” (Participant 1L)

Only participant 4N followed the Instagram of the personal shopper of JannahNoe meanwhile the remaining participants
followed the official Instagram of JannahNoe. It shows that all participants like the promotion strategy of JannahNoe in
social media using an official platform or personal shopper.

4.1.8 Price

“Price and quality are suitable. It is reasonable! Because of good quality type of fabric.” (Participant 4N)
“ If the price offered with a good quality, it is reasonable” (Participant 2N)

Participant 3N described that sometimes the original price was high and participant 1N purchase the product on warehouse
sale. The remaining participants agreed with the price and product of JannahNoe offered was rational.

4.1.9 Offline and online platform (place)

“ I’d buy through personal shopper”.
“Because of fast respond, friendly and assist customer until the end” (Participant 1L)
“ Staff JannahNoe are very friendly, aggressive to attract customer until customer satisfied with the services.” (Participant
1N)

All participants were satisfied with the services and place of JannahNoe whether a walk-in, buying online with a personal
shopper, or booth event was very friendly and provided sufficient information to the customer.

Table 4: Theme development (Key factors of drive the brand awareness and customer satisfaction)

Major Theme Theme Second Coding
Quality (product) • Quality of design
• Quality of clothes
• Cutting pattern
• Fashion
Brand personality (promotion) • Instagram
Key factors of Brand Awareness • Word of mouth
• Recognize logo/brand
• Personal shopper
Offline or online (Place) • Booth event (Mood Republic)

Reasonable (price) • Raya Sales
• Defect sales
• Warehouse sales
• Reasonable

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