Page 906 - MARSIUM'21 COMP OF PAPER

907 Tan Yi Ting & Dr Adaviah (2022)
FYP PRESENTATION

JANUARY 2022
AHIBS UTM

EFFECT OF REFERENCE PRICE TOWARD CUSTOMER PURCHASE INTENTION ON FROZEN FOOD: A
CASE STUDY AT RESTAURANT VEGETARIAN S.I. JIN WEI

TAN YI TING, DR ADAVIAH MAS’OD
Azman Hashim International Business School, Universiti Teknologi Malaysia, Johor Bahru

*Corresponding author: yttan@graduate.utm.my & adaviah@utm.my

Abstrak

Penularan wabak Covid-19 telah menyebabkan harga makanan meningkat melebihi kadar inflasi
purata. Oleh itu, harga yang sanggup dibayar oleh pelanggan terhadap sesuatu barang atau
perkhidmatan akan bergantung kepada kepenggunaan. Harga rujukan merupakan harga yang dijangka
dan perlu dibayar oleh pelanggan. Harga rujukan terdiri daripada dalaman (berasaskan ingatan) atau
luaran (berasaskan rangsangan). Pelanggan akan bertindak sensitif terhadap harga rujukan adalah
disebabkan harga rujukan boleh mengubah persepsi mereka terhadap nilai. Jadi, kajian ini dijalankan
adalah untuk mengkaji kesan harga rujukan termasuklah harga lepas, kadar lawatan, ciri-ciri
pelanggan, persekitaran dan kategori produk terhadap niat pembelian para pelanggan. Kaedah
kuantitatif dijalankan dengan mengedarkan 170 soal selidik secara talian melalui Borang
Google.Responden yang diisasarkan adalah individu yang pernah membeli makanan sejuk beku di
Restaurant Vegetarian S.I. Jin Wei dengan menggunakan teknik persampelan bertujuan. SPSS
computer software akan digunakan untuk menganalisi data yang dikumpul daripada soal selidik.Hasil
kajian menunjukkan harga lepas, bilangan lawatan, ciri-ciri pelanggan dan kategori produk akan
mempengaruhi niat pembelian para pelanggan. Selain itu, kesan persekitaran tidak akan
mempengaruhi niat pembelian para pelanggan. Sebagai kesimpulan, penemuan diperolehi daripada
kajian diharapkan untuk memberi pandangan serta garis panduan kepada usahawan mengenai kesan
harga rujukan terhadap niat pembelian para pelanggan.

Kata Kunci: Harga rujukan, Niat pembelian pelanggan

Abstract

With the start of Covid-19 pandemic, food prices increased faster than average inflation globally.
Therefore, the price willing to pay by the customers for products/services depends on utility. Reference
price defined as the price assumption needed to pay by customers which can be appeared in terms of
internal (memory-based) or external (stimulus-based). Customers act sensitively as the reference
pricing can change their perception of its value. Hence, researcher aims to examine the effect of
reference price including price history, store visit history, customer characteristics, store environment
and product category on customer purchase intention. Quantitative method was adopted by
distributing 170 sets of online questionnaires through Google Form. Target respondents were chosen
from the individuals with the buying experience on frozen food at Restaurant Vegetarian S.I. Jin Wei
by using the purposive sampling technique. SPSS computer software was used for data analysis.
Findings illustrated that price history, store visit history, customer characteristics and product
category have influenced the customer purchase intention positively and significantly. In contrast,
store environment will not significantly influence customer purchase
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