Page 536 - MARSIUM'21 COMP OF PAPER

Ng Wai Teng (2021)

Nowadays, people are keen on purchasing long lasting and good quality electrical products after the much news of
short circuits costing lives and big sum of money. Moreover, people are getting busier with their work and chasing
after money that they are seldom at home, and therefore the need for more safety and assuring electrical products
have increased over the years. The idea of Tekpol Electric & Supply Sdn Bhd is to solve these problems, if not all,
little by little. Tekpol Electric wants to become one of the most trusted brands for customers and when people talk
about safe and affordable electrical products, they will be reminded of Tekpol Electric & Supply Sdn Bhd
immediately. Tekpol Electric & Supply Sdn Bhd targets domestic consumers with a few attentions given to
contractors and government projects. This is because electrical components and appliances are usually sought by
domestic customers rather than government projects as they rely more on manufacturing factories for supplies.

1.1.1 Company Vision and Mission
The vision of Tekpol Electric & Supply Sdn Bhd is to provide a better lifestyle and quality electrical
products to customers in the next 10 years. To achieve this, Tekpol Electric & Supply Sdn Bhd has the
following missions to achieve. The first mission is to build a good network with customers and suppliers
to ensure that there is loyalty and consistency in delivering the product and services. The other mission
is to use good quality products and services as a stepping stone to achieve the vision.

1.1.2 Products and Services
Tekpol Electric & Supply Sdn Bhd offers a wide range of general electrical goods. Example of products
sold by Tekpol Electric & Supply are electrical cables/ wires, home electrical switches, long/ short
fluorescent lighting tubes, electrical/ LED bulbs, general fans (KDK, Panasonic, etc), LED Signboards,
decoration lighting, PVC pipes/ casings for electrical use, accessories for pipes etc. Besides selling
electrical products, this company also offer services such as minor repairing for broken electrical goods,
for example, a minor repair for broken lamps.

1.2 Problem Statement
The company faces an external threat coming from new companies in the same category. Not only that these
companies are well-polished, they also have better system and a well organized internal management than Tekpol
Electric & Supply Sdn Bhd, as well as more workers to carry out their daily activities. This is a problem to the
company because when customers realize that they can obtain goods quicker at more standardized price from these
well-established companies, they will stop or lessen their order from Tekpol Electric & Supply Sdn Bhd. Therefore,
Tekpol Electric needs to understand what are the factors that will influence customer buying intentions to increase
the purchase in their shop and gain competitive advantage.

1.3 Research Question
RQ 1 = Are there any relationships between brand, price and trend with consumer purchasing intentions of Tekpol
Electric & Supply Sdn Bhd?
RQ 2 = What are the the most important factor that influences consumers’ intention to purchase at Tekpol Electric
& Supply Sdn Bhd?
RQ 3 = Will social media marketing improve consumer purchase intention of Tekpol Electric & Supply Sdn Bhd？

1.4 Research Objective
RO 1 = To identify the relationship of brand, price and trend with consumer purchasing intentions of Tekpol
Electric & Supply Sdn Bhd.
RO 2 = To investigate the most important factor influencing consumer purchase intention of Tekpol Electric &
Supply Sdn Bhd.
RO 3 = To determine whether social media marketing improve consumer purchase intention of Tekpol Electric &
Supply Sdn Bhd.

■ 2.0 LITERATURE REVIEW

This chapter will describe about the definition and terms of the dependent variable and independent variables. A
conceptual framework was illustrated to show the relationship of the variables.

2.1 Consumers purchasing intention

It is known that the most wide spread and influential assumption in consumer’s buying intention is that their
purchases come before their decision making process. There is a flowchart of what goes in their mind when they are
evaluating a product which could possibly be the stepping stone to their purchase decision. According to Kotler
(1997), decision making is classified as extensive problem solving. There appear to be six stages of consumer
resolution making process which are awareness, liking, knowledge, conviction, preferences, and also purchase
(Kotler and Armstrong, 2010). These stages allow marketers to know what attracts the customers and what does not
attract them.

According to Ramya and Mohamed Ali (2016), consumer buying buying intention refers to the purchase,
selection, and consumption of products and services for the satisfaction of their wants. In this study, consumers

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