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4.8 IMPACT OF MARKETING STRATEGIES ON CHOP KEK LIAN SENG

Page followers Page enagagement Page reach
Increased 82
Reached
Increased from 693
ollowers from in September to 802 approximately 22000
September to
October 2021 in October 2021 Facebook users

Figure 3: Impact of marketing intervention for Chop Kek Lian Seng

Figure 2 displays that marketing strategies in Facebook for Chop Kek Lian Seng from September 2021 to October 2021. According to
Hidayanti et al. (2018), two-way interaction will encourage consumers to contribute their ideas actively and input about new products. As
shown in Appendix 1 to Appendix 5, Chop Kek Lian Seng conducted two-way interaction with followers by posting and asking questions
such as which type of pastry they like the most. Then, audiences and followers could comment and react to the post. On the other hand, brand
history can be a good marketing content and key success for a business (French, 2021). Brand history may allow the personality of brand
shine through loud. Thus, Chop Kek Lian Seng published a post of its 80 years of history. The brand always focuses on traditional and
original taste of pastry. All the hand-make pastries by Chop Kek Lian Seng have no artificial food additive and they promise quality assurance.
Evidently, Puro (2013) mentioned that a quality of content may affect customer decision to engage with a brand. Therefore, businesses should
providecontents that keep customers on their websites and encourage them to engage with their social media. As displayed in Appendix 2, Chop
Kek Lian Seng created a video and posted attractive photos to encourage engagement and strengthen consumer-brand relationships.

Furthermore, Figure 3 indicated the achievement of the marketing strategies implemented on the Facebook page of Chop Kek Lian
Seng within 2 months. Marketing strategies for Chop Kek Lian Seng had successfully increased the page followers, page engagement, and
page reach. For example, audiences and followers actively participated in the social media by commenting on the posts as shown in Appendix
5. As a result, page engagement of the company had increased significantly from 693 in September 2021 to 802 in October 2021. Besides,
videos and attractive photo contents had boosted the page reach of Chop Kek Lian Seng from 16752 in September 2021 to 21282 in October
2021. Most of the audiences and followers liked the informative content and they shared it with others. Hence, it helped the brand to reach a
wider audience at a lower cost. In addition, the sharing could help to build brand image and brand awareness of Chop Kek Lian Seng by
reaching more Facebook users who are unfamiliar with the brand. Further, page followers were increaseddramatically from 695 in September
2021 to 777 in October 2021.

5.0 DISCUSSION OF REAEARCH QUESTIONS

5.0.1 : What are the factors that influence brand awareness and brand image of a pastry shop?

The findings indicated that social media interaction has a significant and positive relationship with customer brand engagement first. Further,
customer brand engagement is positively related to brand awareness and brand image. The three hypotheses are supported in this study as
the p-value is less than 0.05. The H1 about social media interaction and customer brand engagement is supported and aligned with previous
studies (Hanna et al., 2011; Ismail, 2017; Cheung et al., 2020). According to Kietzmann et al. (2011), Hanna et al. (2011) and Leung et al.
(2017), social media is essential for online interaction and engagement that changes the communication method between brands and
consumers. In this study, traditional pastry shops like Chop Kek Lian Seng are urged to use Facebook as an important social media to reach
their target markets by increasing the interactions for brand engagement purpose.

In addition, customer brand engagement is effective to increase brand awareness and brand image as found in the findings. The
results are congruent with Keller (2013), Langaro et al. (2018), Nurfitriana et al. (2020) and Islam and Rahman (2016). In this study, it is
vital for traditional pastry shops like Chop Kek Lian Seng to increase their brand engagement with followers in Facebook page for the brand-
building process including brand awareness and brand image. In overall, traditional pastry shops could display a higher degree of brand
engagement by interacting with Facebook users and customers to build brand awareness and brand image on their mind through Facebook.

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