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5.3 LIMITATION AND RECOMMENDATION FOR FUTURE STUDIES
Although this study brings some significant implications in the current business environment, it also consists of several
limitations that should be concerned and improved in future studies. The sample size of this study could not represent the
whole population of parents with children between ages 3 to 6. Although this study managed to achieve the minimum sample
size, the sample size of 200 could be increased to better represent the whole population in Malaysia. Therefore, a higher number
of sample sizes is recommended for future studies.
Besides, this study only used quantitative methods, therefore, further study could use the combination of quantitative
and qualitative methods. Combining both quantitative and qualitative methods can facilitate the integration of the research
findings and improve the limitation brought by a single study method (ÖStlund et al., 2011). In addition, another sampling
method is recommended to be used instead of the purposive sampling technique to eliminate the possible bias that occurred in
primary data collection. For instance, simple random sampling can be used where each element in the population has the same
probability to be selected and higher data accuracy will be achieved. The outcome will be more reliable and accurate if the
same findings were discovered using different sampling methods.
Moreover, this study only measures the influence of a limited independent variable towards a dependent variable.
Only two factors related to social media (entertainment and interaction) are used in this study. Further studies may explore
other social media factors such as customization, word of mouth and trendiness. In addition, other than trust and perceived
value, other measurement scales such as customer satisfaction, brand credibility and perceived risk can be used in this study.
On the other hand, further research may also study the effect of the social media marketing factors on other dependent variables
such as brand awareness and brand loyalty.
As the p-value for the one-tailed test was more than 0.05, hypothesis 2 in this study is not supported. Even though
entertainment has been found to have a significant and positive effect on perceived value by many previous studies such as
Dehghani et al. (2016), Sari et al. (2020), Chen et al. (2018) and Oakley and Bush (2016). Further study could be developed
using different research designs to further investigate the relationship between entertainment and perceived value to offset this
inconsistent finding. Finally, the intervention was conducted for Tadika Santalia, future studies are recommended to use the
similar intervention for other preschool service providers and business industries such as fashion, hotel, restaurant and
university.

5.4 CONCLUSION
In conclusion, this study brings some contributions to preschool service providers to better understand ways to increase
consumers' purchase intention. It was proved that there are relationships between social media entertainment, interaction, trust,
perceived value and purchase intention of a preschool service. However, the result shows that no significant result was found
for entertainment and perceived value and further investigation is required for the relationship. Furthermore, it was proved that
trust plays the most vital role in increasing the consumers’ purchase intention of a preschool service. Thus, preschools are
encouraged to focus on delivering trust to their social media audience to increase their purchase intention. By posting
entertaining content and frequent interaction on social media, businesses can build trust. In addition, the trust can increase the
consumers' perceived value. From the survey findings, effective marketing strategies were implemented for Tadika Santalia to
increase the purchase intention of parents. During the intervention, the Facebook page received a total of 5 private messages
from parents to learn more about the Tadika Santalia via Facebook Messenger and WhatsApp number linked from the
Facebook page. This survey result and intervention serves as guidelines for Tadika Santalia and marketers of other industries
to further enhance their marketing plan during the Covid-19 pandemic.

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