Page 822 - MARSIUM'21 COMP OF PAPER

FYP PROPOSAL

AHIBS UTM SKUDAI JAN 2022

FACTORS INFLUENCING CUSTOMER SATISFACTION: CASE STUDY
OF BAMBOO HUT ENTERPRISE

SOH JIE QI, DR MAZILAH BINTI ABDULLAH

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

*Corresponding author: jie.qi@graduate.utm.my, mazilah@utm.my

ABSTRACT
In this era, customer satisfaction is essential to a company because this links to the company's profit and reputation, especially in a company
that needs to interact with the customers, such as in the printing industry. Correspondingly, this research is conducted at Bamboo Hut
Enterprise and examines whether customer satisfaction will be influenced by price, product quality, and service quality. The quantitative
sampling method is used with a medium sample size of 108 respondents through purposive sampling. Sources of primary data that have been
obtained from the questionnaire are administered to the customer of Bamboo Hut Enterprise. Data analysis is performed with multiple
regression by using SPSS (Statistical Product and Service Solution) version 23. The result showed that price, product quality and service
quality significantly influence the customers' overall satisfaction. Therefore, these variables are the company's need to improve customer
satisfaction.

Keywords: Price, Product Quality, Service Quality and Customer Satisfaction

ABSTRAK
Pada era ini, kepuasan pelanggan adalah penting kepada sesebuah syarikat kerana ini ada kaitan dengan keuntungan dan reputasi
syarikat terutamanya dalam syarikat yang perlu berinteraksi dengan pelanggan seperti industri percetakan. Penyelidikan ini akan
dijalankan di Bamboo Hut Enterprise. Tujuan kajian ini adalah untuk mengkaji sama ada kepuasan pelanggan akan dipengaruhi oleh
harga, kualiti produk dan kualiti perkhidmatan. Dalam kajian ini, kaedah persampelan kuantitatif akan digunakan dengan saiz sampel
sederhana seramai 108 orang responden melalui kaedah persampelan bertujuan. Sumber data primer diperolehi daripada soal selidik
yang akan diedarkan kepada pelanggan Bamboo Hut Enterprise. Analisis data dilakukan dengan menggunakan regresi berganda dengan
menggunakan SPSS (Statistical Product and Service Solution) versi 23. Keputusan menunjukkan bahawa harga, kualiti produk dan kualiti
perkhidmatan secara signifikan mempengaruhi kepuasan keseluruhan pelanggan. Oleh itu, pembolehubah ini adalah keperluan syarikat
fokus untuk meningkatkan kepuasan pelanggan.

Kata kunci: Harga, Produk Kualiti, Perkhidmatan Kualiti dan Kepuasan Pelanggan

■ 1.0 INTRODUCTION

It is easy to abandon the medium favouring social media and other online media in today's digital world. However, the fact is that
the company plays a vital role in integrated communication, although in recent years, the printing industry has been fraught with the
intensification of digital trends, while the typical printing company model has experienced a decline in workload, which has posed some
challenges to the printing industry (Charoensopa, Mungaomklang, & Chotithamaporn, 2020).

Nevertheless, printing continues to be alive and well, perhaps more critical and influential than ever before. Consumers are now
surrounded by advertising, email, and online content, so much so that it is hard to achieve the right audience. This can be why the printing
industry has refused to disappear for many years. Dornan (2020) indicated that junk contains a 37% higher response rate than email marketing,
and surprisingly children trust printed content over digital content. Research shows that everyone, including millennials, trusts print over
other social media; they trust print materials over digital content. It is seen in printed newspapers, letters from banks, and printed advertising
books. The study found that paper material was more credible than Facebook, Instagram, and WhatsApp. Nearly all 52.3% of female
respondents and 47.7% of male respondents had received fake news on social media platforms, such as Facebook and Instagram (79.7%).
These were followed by messaging apps such as WhatsApp (67%); 43% received fake news on video-sharing platforms such as YouTube,
while 23.1% received fake news on mainstream media such as television and the newspapers. From this survey, we can see that paper
materials receive a rock-bottom percentage of fake news. Therefore, the printing industry remains needed during this digital age because it
is trustworthy (UCSI, 2019).

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