CONTENTS
CHAPTER CONTENTS
PAGE
DECLARATION OF ORIGINAL WORK ii
DEDICATION iii
ACKNOWLEDGEMENT iv
ABSTRACT v
ABSTRAK vi
CONTENTS vii
LIST OF TABLES xi
LIST OF FIGURES xii
LIST OF APPENDICES xiii
CHAPTER 1 INTRODUCTION
1.1 Background of Study
1
1.2 Problem Statement
2 1.3
Research Question 2
1.4 Research Objectives
3 1.5
Scope of the Research 3
1.6 Limitation of the Research
4 1.7
Importance of the Research 4
1.8 Summary 4
CHAPTER 2 LITERATURE REVIEW
2.1 Introduction
5 2.2
Definition of promotion mix 5
2.3 Overview of Study
7
2.3.1 Melaka Halal Hub 7
2.3.2 Frozen Halal Product 8
2.4 Advertising
8 2.4.1 Magazines
9 2.4.2 Newspapers
9 2.4.3 Television
10 2.4.4 Websites
10 2.4.5 Youtube
11 2.5
Sales Promotion 11
2.5.1 Coupons 12
2.5.2 Product samples 12
2.6 Public relation
13 2.6.1 Campaign
13 2.6.2 Sponsorship
14 2.6.3 Corporate social responsibility CSR
14 2.7
Personal Selling 15
2.7.1 Personal meetings 15
2.7.2 Telemarketing 16
2.8 Direct Marketing
16 2.8.1 Direct mail
17 2.8.2 E-mail
17 2.9
Consumer’s Purchase 18
2.10 Theoretical framework 19
2.11 Hypothesis Development 20
2.12 Summary 21
CHAPTER 3 RESEARCH METHODOLOGY
3.1 Introduction
22 3.2
Research Design 22
3.3 Methodological Choice
23 3.4
Primary and Secondary Data Sources 23
3.5 Location of the Research
24 3.6
Research strategy 24
3.6.1 Questionnaire design 24
3.6.2 Pilot test 25
3.7 Data Analysis
25 3.7.1 Reliability Analysis
25 3.7.2 Correlation Analysis
26 3.7.3 Regression Analysis
27 3.8
Scientific Canon 27
3.9 Time Horizon
28 3.10 Summary
28
CHAPTER 4 DATA ANALYSIS AND DISCUSION
4.1 Introduction
29 4.2
Pilot testing 30
4.3 Background respondent
31 4.3.1 Gender
31 4.3.2 Age
32 4.3.3 Status
33 4.3.4 Education
34 4.3.5 Experience
35 4.4
Frequency of data 36
4.4.1 Advertising 36
4.4.2 Sales promotion 38
4.4.3 Public relation 39
4.4.4 Personal Selling 40
4.4.5 Direct Marketing 41
4.4.6 Consumer purchase 42
4.5 Mean and standard deviation
44 4.6
Correlation Analysis 45
4.7 Multiple Regression Analysis
46
4.8 Hypothesis Verification
49 4.8.1 Hypothesis 1
49 4.8.2 Hypothesis 2
49 4.8.3 Hypothesis 3
50 4.8.4 Hypothesis 4
50 4.8.5 Hypothesis 5
51 4.9 Discussion
51 4.10 Summary
53
CHAPTER 5 CONCLUSION AND RECOMMENDATION
