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MARKETING MIX TO INCREASE THE BRAND AWARENESS AND

CUSTOMER SATISFACTION OF JANNAHNOE EMPIRE SENDIRIAN
BERHAD

Farah Adibah Binti Mohd Kamarojman, Dr. Thoo Ai Chin

Azman Hashim International Business School, Universiti Teknologi Malaysia, Johor Bahru

*Corresponding author: f.adibah@graduate.utm.my

Absract

During the Covid-19 pandemic, many companies slowly come to insolvency. As governments wrestle

with new lockdown measures to combat the virus's spread, national economies and businesses are
counting the consequences. However, the retail industry has come up with a good strategy that can attract

customers to their new product. Mrs. Nurul Jannah as a founder of JannahNoe Empire Sendirian Berhad

was equally affected by the pandemic. Therefore, this study aimed to explore the factors that drive brand
awareness and customer satisfaction of JannahNoe Empire Sdn. Bhd. Previous studies have proved that

the 4Ps (product, place, price, and promotion) can be an effective strategy to enhance brand awareness

and customer satisfaction. The qualitative method was conducted in this study. The population of the
study was potential customers and existing customers who had the experience to consume the products

and services provided by JannahNoe Empire Sdn. Bhd. As such, a purposive sampling technique was
used. The interview was aimed to collect data about the factors that drive satisfaction and brand awareness.

A total of six participants were involved in the interview sessions. Based on the findings, this study put
forward a feedback result for JannahNoe to improve and increase their brand awareness and customer

satisfaction of the apparel store’s product and services. Finally, this study provides insights to other

apparel stores on the effectiveness of the marketing mix towards brand awareness and customer
satisfaction.

Keywords: marketing mix, brand awareness, customer satisfaction, apparel store

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