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FACTORS THAT DRIVE MARKETING STRATEGIES IMPLEMENTATION

FOR PURCHASE INTENTION OF TADIKA SANTALIA

Goh Hui Chin, Dr. Thoo Ai Chin

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

*Corresponding author: huichin@graduate.utm.my

Abstract

Businesses nowadays are facing competitive dynamics. Thus, digital technology or digitalization is an

integral part to increase businesses’ online presence. Tadika Santalia is a kindergarten that provides
preschool services. Due to the Covid-19 pandemics, the kindergarten is facing the problem of low

purchase intention. This study aims to explore the factors that could increase the purchase intention of
Tadika Santalia. A proposed research framework was developed to identify the relationship between the

social media marketing element (entertainment and interaction), trust, perceived value and purchase

intention. This study used a quantitative method with 200 respondents using purposive sampling
technique. A set of online questionnaires was distributed to the targeted respondents. This study found

that there are positive and significant relationships between the entertainment, interaction, trust, perceived
value and purchase intention of a preschool service. Based on the findings, an intervention was conducted

by creating a Facebook page for Tadika Santalia to increase its online presence. The related content was
updated to the page during the intervention. Finally, the Facebook page successfully increased the

consumer’s purchase intention of Tadika Santalia. As a conclusion, this study has provided effective social

media plans for Tadika Santalia to enhance trust, perceived value and purchase intention.

Keywords: Social Media Marketing, Trust, Perceived Value, Purchase Intention

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