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5.2.1 PERCEIVED QUALITY

Since Hypothesis 3 is accepted and has a substantial effect on customer purchase intention, Karisma Jaya Enterprise must improve their
quality in order to persuade customers to purchase it. Karisma Jaya Enterprise could improve their product by figuring out how to make
Kasih Bonda Mee Kuning last longer and taste better without using preservatives and food colouring. Furthermore, Karisma Jaya Enterprise
encouraged the use of high-quality plastic for packaging in order to attract potential customers and make a positive first impression on
targeted buyers. Packaging material is used to wrap a product on the outside to protect it from damage. Similarly, the packaging material
is referred to be a tool for communicating the value of the product to the buyer. The current plastic used for packaging appears to
be cheap and oily, making people uncomfortable when they touch it. My advice to Karisma Jaya Enterprise is to switch to a different type
of plastic for their packaging and figure out how to avoid making the noodle excessively oily. The packaging material used may affect the
perceived quality of the goods, and packaging material can protect the product from damage. Naturally, people are more likely to purchase
a product with high-quality packaging than a product with low-quality packaging (Zekiri & Hasani, 2015 cited in Yeo et al., 2020). Finally,
Karisma Jaya urged the use of the Halal Jakim certificate to encourage customers, particularly Muslim customers, to purchase it. Even if
Mee Kuning Bonda is made by Muslims, the halal certification is vital to provide customers confidence when purchasing a food product.
This is because the Halal logo also indicates that the company and facility that processes the food are clean and safe.

5.2.2 BRAND LOYALTY

As hypothesis 4 has a significant effect on purchase intention, Karisma Jaya Enterprise must improve Kasih Bonda Mee Kuning brand
loyalty. If we want to improve purchase intention in the food industries market by focusing more on brand equity, the most important thing
is to make customers loyal, as this is the only component in establishing purchase recommendations in customers (Roozy et al., 2014).
According to the findings of Alraja et al, 2020, effective use of social media marketing will improve firms' ability to manage organisational
marketing and commercialization strategies. This smart and straightforward method will raise the number of customers and hence the
quantity of purchases. An effective adoption of social media marketing practises will help organisations enhance product sales and allowing
them to meet their goals. Because of the growing number of efforts to improve a company's reputation, it is believed that the relationship
between social media practice elements is critical in order to raise company profits and customer loyalty (Alraja et al., 2020). Karisma Jaya
Enterprise must develop engagement with both present and potential customers in order to improve Brand Loyalty. Karisma Jaya
Enterprise is urged to create social media in order to increase audience engagement. Create engaging content about Kasih Bonda Mee
Kuning, such as recipe sharing, culinary activities, highlighting the benefits of using Kasih Bonda Mee Kuning, and many more, to attract
customers and interact with the audience. Furthermore, Karisma Jaya Enterprise can take part in activities to increase customer loyalty.
Since Karisma Jaya Enterprise is a small business, it is encouraged to participate in small events such as Gotong-royong activities,
neighborhood gatherings, and sport activities as sponsorship to expand the experience among potential customers. Karisma Jaya Enterprise
is also encouraged to do sales promotions around special occasions such as Hari Raya, Chinese New Year, Deepavali, and Christmas.
Karisma Jaya Enterprise can offer promotions such as Buy 2 Get 1 Free, 20% off second purchases, or a combo pricing of 2 packets for
RM 3. Karisma Jaya Enterprise can enhance brand loyalty and attract potential customers to purchase it through promotional activities.
Karisma Jaya Enterprise also must discover or approach new distributors or restaurants in order to use Kasih Bonda Mee Kuning. As a
result, Karisma Jaya Enterprise can gain loyal customers. Finally, in order to boost brand loyalty, Karisma Jaya should expand its product
line such as Bihun, Laksa and others. The variety of products that a company produces might increase customer loyalty.

5.3 RECOMMENDATIONS FOR FUTURE STUDIES

Based on the study's limitations, future studies can be undertaken to include other Malaysian places based on case studies. Questionnaires
can be collected online or offline if the pandemic is better, such as at a stall, restaurant, or other relevant location based on the researcher's
research. In my example, this is the location where the buyer purchases the product. Furthermore, further study can be conducted using a
qualitative data collection method. This is due to the fact that for my case study, the researcher can ask the clients what Kasih Bonda Mee
Kuning can do to improve the product. Using the qualitative method, the researcher was able to learn more about why customers or clients
prefer Kasih Mee Kuning Bonda over other brands, and vice versa.

Meanwhile, future research should include other independent factors to examine the association with purchase intention. This is due to the
outcome of multiple regression, which shows that brand awareness and brand association have no significant effect on customer purchase
intention (p-value >0.5). Lastly, future researchers are encouraged to do conduct a study to find another brand equity elements to test
relationship with purchase intention. This is due to the fact that stronger client buy intentions are vital for a company's ability to boost sales
and profit.

6.0 CONCLUSION OF THE STUDY

Brand awareness and brand association have no significant effect on customer purchase intention, however perceived quality and brand
loyalty have a significant effect. The study's findings are important for all industries, particularly micro-SME and F&B. Recommendations
for future studies are created in order to improve the study's limitations.

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