Page 495 - MARSIUM'21 COMP OF PAPER

Muhammad Amirul Asraf Bin Sungip (2022)

companies in Pulau Pinang will consider brand name before purchasing the service. This is where these companies thinks
that popular brands have high performance and high-quality service. This is where highly recognized brand is also highly
preferable by customers. This demonstrates that the stronger a company’s brand awareness, the more likely people are to
acquire the company's service. Therefore, brand awareness was positively significant to the purchase intention of workers
dormitory service. Thus, H1 is supported in this study.

Based on the result obtained, perceived quality do not show any significant influence toward purchase intention
of the workers dormitory service. The result is consistent with the result obtained from previous study (Wu & Ho, 2014).
This justifies that employers or manufacturing companies do not look for a dormitory which has the best facilities or
accommodation before the decide to make a purchase. This is because, the quality of the service or the quality of the
dormitory facilities does not affect the work performance of the foreign workers. However, if the quality of the service
provided match with the value perceived by the companies, it will increase the level of purchase intention towards the
service. Therefore, the perceived quality is significantly influence the purchase intention towards workers dormitory
service, because of that, H2 is supported in this research.
Consequently, the result acquired shows that perceived value positively influence purchase intention of workers
dormitory service. This study's findings are in line with previous studies' findings by (Kuo et al., 2009). This shows that
perceived value is the main reason or the main factor in purchasing workers dormitory service. Customers believe that they
will not make any spending or spend their money on the service which will not give any benefit to them and they rather
spend more on the service that will give benefits to them. This demonstrates that the higher the perceived value of the
service, the higher the level of purchase intention. Thus, perceived value is significant to purchase intention of workers
dormitory service, and H3 is supported in this research.
This study discovered that the major factor in the enhancement of purchase intention lies in whether or not
consumers can perceive the value of the service and also the level of brand awareness of Westlite Dormitory, which
indicates that the purchase intention for the service will be increased if consumers can perceive the value of the service and
also can distinguish and identify the brand. Therefore, it is a necessary marketing strategy for Westlite Dormitory to spread
the information about the company and also the service offered. To increase brand awareness, Westlite Dormitory need to
increase the brand familiarity. For B2B market, technical consultants and sales representatives, professional and technical
conferences, as well as journals or professional magazines, all help to increase and enhance brand awareness (Homburg et
al., 2010). Other than that, Perceived value also highly associated with the purchase intention of the service. Perceived
value relates directly with the price or the cost of the service. If customers thinks that the price is too high and they think
that it is not worth the money, it will reduce the willingness of customers to purchase the service. And according the result
of this research, perceived value has the most substantial influence on purchase intention. Because of that, Westlite
Dormitory should increase the value of the service in order to increase the purchase intention of the service. Many suggested
that price bundling approach will increase the value as customers will think that the money that they spent on the service is
worth it and hence increase the level of purchase intention
There first limitations in conducting this research. To begin with, the four variables evaluated in this study only
represented a small portion of the variables that might influence the purchase intention of manufacturing companies in
Pulau Pinang to buy the service offered by Westlite Dormitory. The next limitation of this study is the demographic and
area of study. This study is carried out in Pulau Pinang and based on manufacturing companies only which only comprise
of 108 respondents which not all of them are the current customer of Westlite Dormitory. Thus, the result acquired does
not represent all manufacturing companies or factories in Malaysia. Based on the limitations mentioned, what future
researchers can do is to expand the geographical areas of study. This is because, Westlite Dormitory have other branches
in Selangor and also Johor Bharu and because of that, future researcher should consider to cover all of the area where
Westlite Dormitory operates so that it will provide different and better insight on the purchase intention towards the service.
Other than that, the data collection method used for this research is through Google Form. And this is due the movement
restrictions because the companies do not allow for outsider to come in and conduct interviews because of the virus. And
it is advisable for the future research to collect data in a form of personal interview where researcher can get a better and
deeper insight regarding the purchase intention towards the service.

■ 6.0 ACKNOWLEDGEMENT

My heartfelt gratitude goes to my supervisor, Dr. Adaviah Binti Mas’od whom I always remember for always
there whenever I need her guidance. I am forever grateful that I chose her as my supervisor and I could not do it without
her support and guidance. When I was doubting myself, her words of encouragement always give me strength to keep
moving. Furthermore, I am grateful to everyone who contributed essential and insightful data during the research process.

REFERENCE

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