Page 204 - MARSIUM'21 COMP OF PAPER

182 Fatin Nazurah (2022)

Table 6.0: the summary of coefficients of brand elements, brand advertising and brand awareness.

Coefficients

Standardized
Unstandardized Coefficients Coefficients

Model B Std. Error Beta t Sig.

1 (Constant) 1.038 .429 2.419 .017

product packaging .337 .094 .333 3.575 .000
Brand logo .089 .105 -.015 -.156 .877

brand advertising -.016 .113 .066 .786 .433

brand awareness .343 .112 .295 3.077 .003

a. Dependent Variable: q1

Other variables, such as product packaging and brand awareness, had a statistically significant beneficial influence. The above table's
findings may alternatively be represented as an equation:

Influence=1.038+0.337(product packaging) +0.089(brand logo) - 0.016(product advertisement) +0.343(brand awareness).

■ 5.0 DISCUSSION.

The overall findings indicate that young Malaysian consumers show a variety of behaviours. This is because, among the 150 Malaysian
young consumers surveyed, we found diverse answers for several factors and variables.

From the result, it indicates Moderate positive relationship between purchase intention and brand elements in packaging [r(150) = 0.497, p
= 0.000]. .The relationship between purchase intention and animation characters in brand elements (logo) is positive low
[r(150)=0.345,p=0.000].The relationship between purchase intention and brand advertising shows moderate positive relationship [r(150) =
0.449, p = 0.000]. Brand Awareness and purchase intention shows low positive relationship [r(150)=0.235,p=0.004. From this result, we can
conclude the use of animation characters in brand elements, brand advertising and brand awareness can increase youngsters purchase
intention. From the previous literature review, we can conclude that all the result are right. In conclusion, we failed to reject the hypothesis
when we use animation characters in brand elements, brand advertising and brand awareness can influence youngster purchase intention.

Previous study has shown that younger customers have a greater effect on purchasing intention. It might be because younger customers are
more open to new experiences and are less concerned about price.

■ 6.0 LIMITATION

This article identified several limitations. Firstly, the sampling technique used, convenience sampling, has some reliability and validity
limitations, and future researchers may employ a various sample frame and a different target population using non-biased probability
sampling techniques such as simple random sampling or stratified random sampling. Additionally, the paper focused only on three factors:
brand elements, brand liking, and brand preference on purchase intention. Additionally, future studies should examine brand attachment,
brand trust, brand loyalty, and brand familiarity as possible predictors of consumers' purchase intention.
Additionally, the results are using small sample with only 150 respondents, making it impossible to simplify the findings to other customers
in other regions. Other researchers may choose to use amplification of sample sizes to get more representative viewpoints. Additionally, this
work used a quantitative approach maybe the future research can use mixed method approach, such as in-depth consumer perspectives

■ 7.0 CONCLUSION.

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