Page 488 - MARSIUM'21 COMP OF PAPER

Muhammad Amirul Asraf Bin Sungip (2022)

Westlite Bukit Minyak also faces issues with perceived quality and perceived value. Westlite Bukit Minyak is a
newcomer to Pulau Pinang. And most companies don't know the brand. So their main concern is the service provided by
Westlite Bukit Minyak. They have no prior experience with this type of service, which makes them skeptical of Westlite
Bukit Minyak's service. Moreover, the service's value to the companies is questionable. There have been no major issues
since all companies are comfortable with the current situation where their workers are placed in unlicensed premises or
rental houses nearby. Changing to Westlite Bukit Minyak's centralised dormitory service requires the company to relocate
its employees and increase its expenditure on workers dormitory. Some human resource managers in Pulau Pinang claim
that the service is significantly more expensive than the current housing or workers placement system. Even though the
government imposed new rules, many businesses did not follow them. Because of this, many businesses in Pulau Pinang
are still not complying with the new rules.

■ 2.0 LITERATURE REVIEW

2.1 Migration and Migrant Workers

2.1.1 Around the World

'Labour mobility' or 'work migration' refers to workers' freedom and flexibility to work wherever it is reasonably
possible or any place where it has opportunities (Joppe, 2012). They may be called temporary migrants, temporary workers,
migrant workers, foreign workers or migrants. (Joppe, 2012). When it includes crossing national borders, whether
temporary or permanent, this migration takes on the characteristics of immigrants. In these cases, workers are typically
called temporary or non-permanent foreign workers, temporary immigrants and guest workers if they are regular and legal
migrants. Anderson (2010) stated that The lines between 'migrants' and 'born foreign workers' are blurred in some countries,
which may have all rights for local workers. In five decades time, it has been estimated that the number of international
migrants has increased significantly (Foad et al., 2015)

2.1.2 Migrant Workers in Malaysia`

According to Robertson (2008), since 1990 Malaysia has been to almost full employment and in comparison to
the low population growth which is estimated at 1.74% back in 2008. Robertson, (2008) also stated that large numbers of
Malaysian are not willing to do jobs that is considered as dangerous, dirty and difficult. This is one of the factors that opens
and increase the demands for migrants in several sectors such as manufacturing, construction and plantations/agriculture.
And today, The majority of migrant workers are from Indonesia and another 11 countries in Asia such as, India, Nepal,
Vietnam, Pakistan, Cambodia, Philippines, Bangladesh and Thailand (Sahimin et al., 2016). And according to Sahimin et
al., (2016), in a wide range of sectors of the Malaysian economy, migrant workers will continue to hold a significant
contribution for the foreseeable future, including in manufacturing.

2.2 Workers Dormitory

Dormitories is a fitting which has minimum benefits towards workers and it also controls workers’ lives (Honig,
2007). A single worker, Smith, (2003)claims that dorms house a specific type of worker. They are often first-generation
workers from rural or remote areas, and many intend to return home after work. Smith, (2003) discovered that most factories
are located in areas with limited local labour. Several Malaysian companies provide foreign workers dormitory services.
Westlite Dormitory, RP Dormitory, TH Dormitory These businesses all offer the same service, a centralised dormitory.
Certain firms operate dormitories throughout Malaysia, while others only serve a single state or region Westlite Dormitory
has the most beds in Malaysia and thus the largest market share. Only two companies provide workers dormitory service in
Pulau Pinang: RP Dormitory and Westlite Dormitory. With two dormitories on the mainland and two on the island, RP
Dormitory has been in Pulau Pinang longer than Weslite Dormitory. In Pulau Pinang, RP Dormitory has a better brand
recognition than Westlite Dormitory due to its pioneering role.

2.3 Purchase Intention

When consumers decide why they want to buy a specific product or service from a specific company, this is
referred to as purchase intention. (Shah et al., 2012). Sir (2018) defines purchase intention as a customer's propensity to
buy a product in a given situation. Wu and Ho (2014) define purchase intention as the likelihood of a consumer purchasing
a product, which can be used to predict actual consumer purchasing behaviour. Purchase intent usually relates to consumer
attitudes, perceptions, and actions. Consumers can use information gained from buying behaviour to make future

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