Page 993 - MARSIUM'21 COMP OF PAPER

4.3 PROFILE OF RESPONDENTS

Demographic Variable Frequency Percentage (%)
Gender Male 47 27.81
Female 122 72.19
Age 20 years old or below 13 7.69
21 to 30 years old 147 86.98
31 to 40 years old 7 4.15
41 to 50 years old 2 1.18
Above 51 years old 0 0.00
Highest Academic Qualification Degree 128 75.74
Diploma 17 10.06
Master 9 5.33
SPM or equivalent 9 5.33
PHD/DBA 1 0.59
Others 5 2.95
Monthly income RM 2000 and below 136 80.47
RM 2001-RM 3000 19 11.24
RM 3001-RM 4000 9 5.33
RM 4001-RM 5000 1 0.59
RM 5000 and above 4 2.37
Employment Self-employed 4 2.37
Private sector 28 16.57
Government sector 5 2.96
Student 132 78.10
Time spent on social media per day 0-1 hours 11 6.51
2-3 hours 54 31.95
4-5 hours 53 31.36
6 hours and above 51 30.18
Traditional pastry brand followingin social Ghee Hiang 34 20.12
media Ban Heang 42 24.85
Seng Heang 38 22.49
Ng Kee Cake Shop 31 18.34
Others 24 14.20
Social media platform for the traditional Facebook 99 58.58
pastry brand Instagram 69 40.83
Twitter 0 0.00
Wechat 0 0.00
Others 1 0.59
Table 1: Profile of Respondents

Table 1 shows the profile of respondents such as gender, age, highest academic qualification, monthly income, employment, time spent on
social media per day, traditional pastry brand and social media platform they are following now. The findings found that there are 47 male
respondents (27.81%) and 122 female respondents (72.19%) participated in this study. Most of the respondents fall at the age of 21 to 30
years old (86.98%). Majority of the respondents are holding degree as highest academic qualification which consist of 128 respondents
(75.74%). On the other hand, most of respondents had monthly income of RM 2000 and below (80.47%). Meanwhile 78% of students
participated in this survey. Majority of the respondents had spent 2-3 hours on social media per day (32%). In addition, traditional pastry
brand of Ban Heang had highest followers in social media (24.85 %). More than half of the total respondents used Facebook to follow the
traditional pastry brand.

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