Page 49 - MARSIUM'21 COMP OF PAPER

FACTORS INFLUENCING PURCHASE INTENTION OF WORKERS

DORMITORY SERVICE: THE CASE STUDY 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

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