Page 448 - MARSIUM'21 COMP OF PAPER

427 Qayum & Mazilah (2021)

The research design of this study was a descriptive quantitative research design. This study used survey method to collect data from
prospect respondents.

3.2 POPULATION AND SAMPLING

The chosen company for the case study is Awanazstyle Sdn Bhd due to the growing trend of casual Muslimah sports apparel and higher
awareness and concerns towards health post-Covid. Awanazstyle Sdn. Bhd. had a total of 365,735 followers on the Facebook page.
Nevertheless, owing to the sensitivity of the information, the number of their present consumers would not be released. The respondents for
this research were drawn from the client base, and they were gathered with the assistance of the company's workers who distributed the
questionnaire. The customers of Awanazstyle Sdn. Bhd. came from a diverse range of backgrounds, and ranged from 21 years old to 51 years
old and above. The purposive sampling was chosen in this study by the researchers. A purposive sampling strategy was adopted in the data
gathering, with the qualifying questionnaire being sent to 125 Awanazstyle Sdn. Bhd. customers through WhatsApp. The sample size is
based on the Cohen Table (1992) appropriate for 4 independent variables is 118 respondents. However, the researcher considered extra
respondents as suggested by the previous researcher; 10% extra is acceptable. Cohen Table is an appropriate method for Multiple Regression
Analysis as the current study.

3.3 RESEARCH INSTRUMENT

There were six sections to the questionnaire. Section A consisted of four demographic questions. Section B, C, D, E and F consisted of
the customer experience (experience with shopping environment, staff service, shopping procedure and product experience) and customer
satisfaction. Furthermore, the scale measures were based on a five-point Likert scale as stated in Table 1 below:

The pilot testing findings were interpreted as data analysis for scale measurement utilising the Cronbach Alpha, including 30 samples
from the population group and expert review by Dr. Zaidahwati, a Marketing lecturer. Skewness and kurtosis normality were used to assess
data and item normality in the actual data. The researcher then employed univariate and multivariate outliers to find the data's outliers. The
researcher utilized tolerance and variance inflation factor (VIF) to measure multicollinearity. Finally, the multiple regression analysis was
used to determine the influence of experience with shopping environment, experience with staff service, experience with shopping procedure,
and product experience on customer satisfaction.

■ 4.0 RESEARCH FINDING

4.1 Profile of Respondents

The demographic variables were respondents' gender, age (ranging from 21 to 51 and above, with the majority between the ages of 31 and
40), level of education (ranging from SPM to PhD, with the majority holding a Bachelor Degree), and monthly income (range from less than
RM1000 to RM4001 and above with majority in the RM4001 and above per month).

4.2 Reliability Test

Cronbach Alpha tests were performed for each independent and dependent variable by the researchers. Table 3 displays the findings:
Experience with the Shopping Environment (0.716), Experience with Staff Service (0.814), Experience with the Shopping Procedure (0.802),
Product Experience (0.774), and Customer Satisfaction (0.940). The results demonstrated that the Cronbach alpha was adequate for all
variables. To be more precise, Hair et al. (2014) suggested that the composite reliability values ranging from 0.60 to 0.70 were acceptable in
exploratory research whereas values ranging from 0.70 to 0.90 might be considered satisfactory in more advanced phases of study.

Table 1: Cronbach Alpha Result Table

Variables Cronbach’s Alpha N of Items

Experience with Shopping Environment .716 3

Experience with Staff Service .814 3
Experience with Shopping Procedure .802 4

Product Experience .774 4
Customer Satisfaction .940 5

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