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Moderating effects of media towards repurchasing functional food / Mohamad Luqman Mohamad Idris ... [et al.]

This study aims to assess how functional food attributes and media marketing influence consumers’ repeat purchases. Functional food attributes include perceived value, necessity, confidence and safety while media marketing as moderating factor was studied through 2 dimensions which are communication...

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Main Authors: Mohamad Idris, Mohamad Luqman, Tamby Chik, Chemah, Hazman Wong, Nurul Farah Sharini, Abdul Rahman, Abdul Rais, Mohd Shahril, Aslinda, Bachok, Sabaianah
Format: Article
Language:English
Published: Faculty of Hotel & Tourism Management, Universiti Teknologi MARA 2022
Subjects:
Business
Social aspects. Social marketing
Hospitality industry. Hotels, clubs, restaurants, etc. Food service
Online Access:https://ir.uitm.edu.my/id/eprint/72362/1/72362.pdf
https://ir.uitm.edu.my/id/eprint/72362/
https://www.jthca.org/
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record_format eprints
spelling my.uitm.ir.723622023-01-10T02:18:27Z https://ir.uitm.edu.my/id/eprint/72362/ Moderating effects of media towards repurchasing functional food / Mohamad Luqman Mohamad Idris ... [et al.] Mohamad Idris, Mohamad Luqman Tamby Chik, Chemah Hazman Wong, Nurul Farah Sharini Abdul Rahman, Abdul Rais Mohd Shahril, Aslinda Bachok, Sabaianah Business Social aspects. Social marketing Hospitality industry. Hotels, clubs, restaurants, etc. Food service This study aims to assess how functional food attributes and media marketing influence consumers’ repeat purchases. Functional food attributes include perceived value, necessity, confidence and safety while media marketing as moderating factor was studied through 2 dimensions which are communication and the internet. Survey questionnaires were distributed to 384 respondents in Petaling Jaya, Selangor, which is located approximately 10 km west of Kuala Lumpur, the capital of Malaysia. The data were analysed using Pearson correlation and linear regression. The results indicated that a significant relationship existed between functional food attributes and consumers’ repeat purchases. Media marketing was found to have a strong moderating role in the relationship between functional food attributes and consumers’ repeat purchases. Thus, a proper understanding of media marketing will enable manufacturers to develop better strategies for boosting sales and retaining frequent consumers. Academically, the results could improve the knowledge on functional food users and the method they acquire knowledge on functional food. Faculty of Hotel & Tourism Management, Universiti Teknologi MARA 2022-12 Article PeerReviewed text en https://ir.uitm.edu.my/id/eprint/72362/1/72362.pdf Moderating effects of media towards repurchasing functional food / Mohamad Luqman Mohamad Idris ... [et al.]. (2022) Journal of Tourism, Hospitality and Culinary Arts, 14 (3). pp. 74-89. ISSN 1985-8914 ; 2590-3837 https://www.jthca.org/
institution Universiti Teknologi Mara
building Tun Abdul Razak Library
collection Institutional Repository
continent Asia
country Malaysia
content_provider Universiti Teknologi Mara
content_source UiTM Institutional Repository
url_provider http://ir.uitm.edu.my/
language English
topic Business
Social aspects. Social marketing
Hospitality industry. Hotels, clubs, restaurants, etc. Food service
spellingShingle Business
Social aspects. Social marketing
Hospitality industry. Hotels, clubs, restaurants, etc. Food service
Mohamad Idris, Mohamad Luqman
Tamby Chik, Chemah
Hazman Wong, Nurul Farah Sharini
Abdul Rahman, Abdul Rais
Mohd Shahril, Aslinda
Bachok, Sabaianah
Moderating effects of media towards repurchasing functional food / Mohamad Luqman Mohamad Idris ... [et al.]
description This study aims to assess how functional food attributes and media marketing influence consumers’ repeat purchases. Functional food attributes include perceived value, necessity, confidence and safety while media marketing as moderating factor was studied through 2 dimensions which are communication and the internet. Survey questionnaires were distributed to 384 respondents in Petaling Jaya, Selangor, which is located approximately 10 km west of Kuala Lumpur, the capital of Malaysia. The data were analysed using Pearson correlation and linear regression. The results indicated that a significant relationship existed between functional food attributes and consumers’ repeat purchases. Media marketing was found to have a strong moderating role in the relationship between functional food attributes and consumers’ repeat purchases. Thus, a proper understanding of media marketing will enable manufacturers to develop better strategies for boosting sales and retaining frequent consumers. Academically, the results could improve the knowledge on functional food users and the method they acquire knowledge on functional food.
format Article
author Mohamad Idris, Mohamad Luqman
Tamby Chik, Chemah
Hazman Wong, Nurul Farah Sharini
Abdul Rahman, Abdul Rais
Mohd Shahril, Aslinda
Bachok, Sabaianah
author_facet Mohamad Idris, Mohamad Luqman
Tamby Chik, Chemah
Hazman Wong, Nurul Farah Sharini
Abdul Rahman, Abdul Rais
Mohd Shahril, Aslinda
Bachok, Sabaianah
author_sort Mohamad Idris, Mohamad Luqman
title Moderating effects of media towards repurchasing functional food / Mohamad Luqman Mohamad Idris ... [et al.]
title_short Moderating effects of media towards repurchasing functional food / Mohamad Luqman Mohamad Idris ... [et al.]
title_full Moderating effects of media towards repurchasing functional food / Mohamad Luqman Mohamad Idris ... [et al.]
title_fullStr Moderating effects of media towards repurchasing functional food / Mohamad Luqman Mohamad Idris ... [et al.]
title_full_unstemmed Moderating effects of media towards repurchasing functional food / Mohamad Luqman Mohamad Idris ... [et al.]
title_sort moderating effects of media towards repurchasing functional food / mohamad luqman mohamad idris ... [et al.]
publisher Faculty of Hotel & Tourism Management, Universiti Teknologi MARA
publishDate 2022
url https://ir.uitm.edu.my/id/eprint/72362/1/72362.pdf
https://ir.uitm.edu.my/id/eprint/72362/
https://www.jthca.org/
_version_ 1755876057031901184
score 13.211869

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