Page 70 - MARSIUM'21 COMP OF PAPER

ADVERTISING CONTENT ANALYSIS (ACA) FOR PETRONAS

ADVERTISEMENTS IN CELEBRATION HARI RAYA FROM 2010 TO 2020

Siti Ayshah binti Sanip, Prof. Rohaizat bin Baharun

Azman Hashim International Business School, Universiti Teknologi Malaysia, Johor Bahru.

*Corresponding author: sitiayshah@graduate.utm.my

Abstract

Petronas Gas Berhad was established in 1987 as a wholly owned company of PETRONAS and started on

the Bursa Malaysia main market on September4, 1995. PETRONAS owns 60.66 percent of the market,
with the balance shares held by different retail investors and retail stockholders. It is Malaysia's largest

Gas Infrastructure and Utilities company, with core competencies in Petroleum Refining, Gas
Transmission, and Regasification. Petronas generates gas petrol pumped from shore fields and delivers it

to PETRONAS customers in Malaysia and Singapore via the Peninsular Gas Utilization (PGU) pipeline

system as cited in PETRONAS | A Progressive Energy and Solutions Partner, Enriching Lives for a
Sustainable Future, (2021). From time to time, PETRONAS took the initiative to advertise the festival

day, Malaysia day, and other festivals on television every year to make an impact a sense of nationalism
in the Malaysian people. This research aims to identify the appeals that characterize for Petronas

Advertisements in celebration Hari Raya from 2010 to 2020 among Malaysian viewers and to analyze
whether PETRONAS television advertising regarding Hari Raya brings an impact on Malaysian

perspective from 2010 to 2020. Therefore, Malaysian people that lives in Johor are the target respondent

for this study. A structured questionnaire has been distributed by the google form. At the end of this
research, the layout has become the best predictor among all the variables.

Keywords: impact, PETRONAS, advertising,

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