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Qamarina & Zuraidah (2022)

a a meaningful and enjoyable to attract more targeted customers. Thus, the proposed intervention can be adopted and
implemented by the companies as one of the ways to raise brand awareness.

5.2 Hypothesis Discussion

5.2.1 H1 – To determine if there is a positive relationship between Brand Characteristics and Brand Awareness of
Clayniq Enterprise.

The result of H1 is accepted as it shows that there is a positive relationship between brand characteristics and brand awareness
of Clayniq Enterprise. Brand characteristics results (β = 0.413, t-value = 6.082, sig = 0.000) stipulate that there is a strong
relationship towards the brand awareness of Clayniq Enterprise. It can be concluded that brand characteristics have an impact
on brand awareness because brand characteristics are a significant factor in deciding customer decision making in trusting the
brands. This is happened because the customers always form an opinion before purchasing products. Brand characteristics are
the uniqueness and an advantage for a company to differentiate their brand from competitors and to gain the competitive edge
in the target market. The companies need to make sure that there are a unique and specific character so that the brand can
differentiate it from similar brands in the market. From this study, Clayniq enterprise can implement and promote their own
brand characteristics such as their new clay-based technology products to stand out from other products and to increase brand
awareness. Hence, H1 is accepted.
5.2.2 H2 – To determine if there is a positive relationship between Advertising and Brand Awareness
of Clayniq Enterprise.

The results show that H2 is accepted, which explains why advertising has a positive relationship and have a massive influence
on Clayniq Enterprise's brand awareness (= 0.399, t-value = 5.572, sig = 0.000). The findings are consistent with previous
research by Daosue, C., and Wanarat, S. (2019). From the previous research, advertising allows customers to become
acquainted and familiar with a particular brand and make a judgement based on knowledge and understanding stored in their
memory. Advertising can assist a company in creating brand awareness before building and maintaining brand equity by
informing the process of customers' purchase decisions. Through advertising, it is also used to inform and forcing customers
to remember a specific brand. Before focusing on brand equity, companies should focus on efforts to increase awareness of
their advertising by focusing on the components that create this awareness. To increase awareness and implement integrated
marketing communication, it is essential to provide advertising through different types of media content such as television,
radio, and internet. When customers are subjected to repeated advertising, they can gain a more positive perception and increase
mental association through the powerful of brand awareness. Hence, H2 is supported.

5.2.3 H3 – To determine if there is a positive relationship between Sales Promotion and Brand
Awareness of Clayniq Enterprise.

Based on the result in chapter 4, H3 is rejected where sales promotion does not have a positive relationship towards brand
awareness of Clayniq Enterprise. Consequently, the results (β = 0.095 t-value = 1.515, sig = 0.132) specify that sales promotion
does not influence the relationship between the brand awareness of Clayniq Enterprise. This is because sales promotion is one
of the short-term strategies that can be applied to increase brand awareness. According to Villarejo –Ramos et al. (2005), sales
promotion has been considered as a strategy that lessens the brand equity because it only supports short-term benefit that they
provide through a short-term attractiveness to the customers. Repeated price discounts not only make it difficult to build brand
awareness, but it also would harm brand equity because it is a quick sales push strategy. Thus, H3 is not supported.

5.3 Limitation and Future Recommendation of the Research

There are some limitations and further recommendation of this study. To begin, this study primarily focused on three factors:
brand characteristics, advertising, and sales promotion. Therefore, future research should include additional factors influencing
brand awareness, such as brand name and public relations. Furthermore, there have been no previous studies that investigate
the factors that influence brand awareness of pharmaceutical products, making this study challenging and needing the use of
previous research that is only indirectly related to this research topic. Thus, it is suggested that future research should broaden
the scope of the study to include factors that influence brand awareness in the pharmaceutical industry and other related fields
of business for a more precise and reliable comparison of the results. This study also focuses on quantitative research, and data
was gathered using a survey questionnaire. As a result, other researchers are encouraged to conduct mixed method or qualitative
research to obtain in-depth consumer perspectives on pharmaceutical brands in Malaysia. Finally, most respondents are between
the ages of 16 and 25, with no respondents between the ages of 46 and 55 and 56 and older. Furthermore, the respondents are
mostly university students, which raises the possibility of an external validity question. As a result of these constraints, the
outcome's generalizability is limited. Following that, future research should distribute and share the questionnaire with people
of all ages and working respondents so that the results are more representative and accurate. Future research should be done
continuously, as brand awareness are one of the elements to gaining customer recognition of a product and brand which, also has
a direct impact on the customers purchasing decision. According to the findings of the study, companies must ensure that their
customers are familiar with and knowledgeable about their products to encourage purchasing intentions from new potential
customers and repeat orders for the product from existing customers.

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