Page 486 - MARSIUM'21 COMP OF PAPER

Muhammad Amirul Asraf Bin Sungip (2022)

AHIBS UTM

FACTORS INFLUENCING PURCHASE INTENTION OF WORKERS

DORMITORY SERVICE: THE CASE OF WESTLITE DORMITORY

Muhammad Ammir Hadi Bin Mohd Hasnul Hadi, Dr. Adaviah Binti Mas’od

Azman Hashim International School, Universiti Teknologi Malaysia, Johor Bharu.

Corresponding author: m.ammirhadi@gmail.com; adaviah@utm.my

ABSTRACT

With the increasing demand for unskilled labour in Malaysia, the number of foreign workers in Malaysia continues to
increase each year. Since the government impose foreign workers housing act, companies who hire foreign workers need
to comply to this act. And this is when the demand for purpose-built workers accommodation starts to increase. This study
aims to investigate the factors that are influencing the purchase intention of workers dormitory service provided by Westlite
Dormitory among manufacturing companies in Pulau Pinang. The three factors include brand awareness, perceived quality
and perceived value. In this research, purposive sampling method is used and a total of 108 data were collected for this
research. Multiple regression analysis and also multicollinearity analysis were used in this study in order to determine the
influence between the three factors and purchase intention by using Statistical Package for the Social Sciences (SPSS)
version 16.0. The result of the research showed that brand awareness and perceived value has a significant influence on the
purchase intention. Whereas for perceived quality does not show a significant influence on the purchase intention towards
the dormitory service offered by Westlite Dormitory.

Keywords: Dormitory, Migration, Pulau Pinang, Purchase Intention

ABSTRAK

Dengan peningkatan permintaan terhadap buruh tidak mahir di Malaysia, bilangan pekerja asing di Malaysia terus
meningkat setiap tahun. Memandangkan kerajaan mengenakan akta perumahan pekerja asing, syarikat yang mengambil
pekerja asing perlu mematuhi akta ini. Dan ini adalah apabila permintaan untuk penginapan pekerja yang dibina khas mula
meningkat. Kajian ini bertujuan untuk mengkaji faktor-faktor yang mempengaruhi niat membeli perkhidmatan asrama
pekerja yang disediakan oleh Westlite Dormitory dalam kalangan syarikat pembuatan di Pulau Pinang. Tiga faktor tersebut
termasuk kesedaran jenama, kualiti yang dirasakan dan nilai yang dirasakan. Dalam penyelidikan ini, kaedah persampelan
bertujuan digunakan dan sebanyak 108 data telah dikumpul untuk penyelidikan ini. Analisis regresi berganda dan juga
analisis multikolineariti digunakan dalam kajian ini bagi menentukan pengaruh antara ketiga-tiga faktor dan niat membeli
dengan menggunakan Statistical Package for the Social Sciences (SPSS) versi 16.0. Hasil kajian menunjukkan kesedaran
jenama dan persepsi nilai mempunyai pengaruh yang signifikan terhadap niat membeli. Manakala bagi persepsi kualiti tidak
menunjukkan pengaruh yang signifikan terhadap niat pembelian terhadap perkhidmatan asrama yang ditawarkan oleh
Westlite Dormitory.

Kata kunci: Asrama, Migrasi, Pulau Pinang, Niat Beli

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