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Xenos, 2008). Hence, when designing websites, user should be given the highest priority because it is the primary source of profit for
businesses (Lee and Koubek, 2010). For example, websites should be created in a way that makes it easier for users to find what they're
looking for to increase their level of satisfaction (Abdelmessih et al., 2001). In most cases, user satisfaction is assessed through an interview
or a questionnaire, and it can be expressed in terms of aesthetics, information, brand, navigation, interactivity, performance, and a variety
of other factors.

Researchers will use KKKL Express as a case in point. This is because KKKL Express or KKKL Sdn. Bhd., has been providing
express bus services to customers since its establishment on January 22, 1983, lasting 39 years until today. Even though they started out with
only one unit of a 44-passenger express bus and a couple of factory buses, they have since grown to become one of Malaysia's most famous
and largest public bus transportation corporations. The company now possesses more than 100 express coaches, including Super VIP air-
conditioned express coaches, executive double-deck and single high-deck express buses, as well as more than two hundred highly skilled
and experienced drivers. This allows them to provide their customers with the safest and most enjoyable journey possible, connecting them
to the major cities and directing them to their destinations.

KKKL Sdn. Bhd. provides a complete range of route services to businesses and individuals in Malaysia. Their primary destinations
and itineraries include all of the major cities in Peninsular Malaysia, as well as Singapore and Hatyai, Thailand. In addition, new routes will
be added in the near future. Due to their almost thirty years of business expertise and exceptional service record, they are confident in their
ability to provide customers with the most reliable and highest-quality service for all of their demands during the journey. Because of this,
they would make continual improvements in order to repay the trust placed in them by their valued customers. The achievement of this
milestone brings KKKL Express a step closer to reaching its vision and goal, as well as increasing its market share.

■ 1.1 BACKGROUND OF THE PROBLEM

Many business owners always underestimate the value of their company's website today. Website seems to be disregarded when it comes
to marketing strategy and social media often appears to be the key focus. However, without a great website, it is limiting the reach and ability
to increase brand awareness and reputation of their business. Nowadays, there are many different kinds of concerns that might arise with a
website, but in this case, only the topics of website design will be addressed.

The current web design, in large part, is not satisfactory. Some websites, in order to pursue the "amount" of information, often
regardless of the feelings of visitors, pile up a large number of words, pictures, and other information on the same page, so that the whole
page is "airtight," leaving no blank. They think that simply presenting rich information will increase the efficiency of the viewer's access to
information. Little do they know, this kind of design will only make the visitor feel annoyed and breathless, unable to find where the right
information is, and the only choice is to leave. Apart from that, some websites do not consider the hardware conditions of visitors and blindly
add a large number of animation, video, and other multimedia elements to the page, which directly leads to the slow download of the web
page. Although fancy content can pique the user's curiosity and draw them to the site, due to hardware limitations, they have to spend a lot
of time waiting, and visitors' patience is limited. The issues listed above represent only a small portion of the total number of website design
problems, there are numerous other types of website design flaws that can have a significant impact on user experience, satisfaction, and
purchase intention.

After an evaluation of the KKKL Express’s website, the researchers noticed that there were many weaknesses in its website design.
The lack of a navigation button linked to their social media platform, the main page presenting too much content at once, as well as

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