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A study of factors affecting brand loyalty among University Malaysia Kelantan students

The purpose of this study is to investigate the many elements that influence brand loyalty among students at Universiti Malaysia Kelantan (UMK). Understanding the variables that lead to brand loyalty is critical in today's competitive market, especially the rising importance of brand loyalty. T...

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Main Authors: Low Xue Yi, Mohamad Ezam Zaferi, Nor Fartini Mokhtarulbari, Nurul Fadzilah Akma Ismail
Format: Undergraduate Final Project Report
Language:English
Published: 2024
Online Access:http://discol.umk.edu.my/id/eprint/14047/1/SAK9.pdf
http://discol.umk.edu.my/id/eprint/14047/
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spelling my.umk.eprints.140472024-04-02T02:56:04Z http://discol.umk.edu.my/id/eprint/14047/ A study of factors affecting brand loyalty among University Malaysia Kelantan students Low Xue Yi Mohamad Ezam Zaferi Nor Fartini Mokhtarulbari Nurul Fadzilah Akma Ismail The purpose of this study is to investigate the many elements that influence brand loyalty among students at Universiti Malaysia Kelantan (UMK). Understanding the variables that lead to brand loyalty is critical in today's competitive market, especially the rising importance of brand loyalty. The purpose of this study is to identify these elements and examine their influence on students' brand loyalty. Respondents were sent online questionnaires using Google Forms, which were then analysed using SPSS and SmartPLS software. Cognitive consumer brand engagement, emotional consumer brand engagement, behavioural consumer brand engagement, and satisfaction consumer brand engagement are the characteristics being investigated. Preliminary studies indicate a substantial relationship between these parameters and UMK students' brand loyalty. However, more study is required to verify these findings and investigate additional relevant factors. This study adds to the academic community's understanding of consumer behaviour and gives significant information for firms looking to increase brand loyalty among university students. 2024-01-20 Undergraduate Final Project Report NonPeerReviewed text en http://discol.umk.edu.my/id/eprint/14047/1/SAK9.pdf Low Xue Yi and Mohamad Ezam Zaferi and Nor Fartini Mokhtarulbari and Nurul Fadzilah Akma Ismail (2024) A study of factors affecting brand loyalty among University Malaysia Kelantan students. Final Year Project thesis, University Malaysia Kelantan. (Submitted)
institution Universiti Malaysia Kelantan
building Perpustakaan Universiti Malaysia Kelantan
collection Institutional Repository
continent Asia
country Malaysia
content_provider Universiti Malaysia Kelantan
content_source UMK Institutional Repository
url_provider http://umkeprints.umk.edu.my/
language English
description The purpose of this study is to investigate the many elements that influence brand loyalty among students at Universiti Malaysia Kelantan (UMK). Understanding the variables that lead to brand loyalty is critical in today's competitive market, especially the rising importance of brand loyalty. The purpose of this study is to identify these elements and examine their influence on students' brand loyalty. Respondents were sent online questionnaires using Google Forms, which were then analysed using SPSS and SmartPLS software. Cognitive consumer brand engagement, emotional consumer brand engagement, behavioural consumer brand engagement, and satisfaction consumer brand engagement are the characteristics being investigated. Preliminary studies indicate a substantial relationship between these parameters and UMK students' brand loyalty. However, more study is required to verify these findings and investigate additional relevant factors. This study adds to the academic community's understanding of consumer behaviour and gives significant information for firms looking to increase brand loyalty among university students.
format Undergraduate Final Project Report
author Low Xue Yi
Mohamad Ezam Zaferi
Nor Fartini Mokhtarulbari
Nurul Fadzilah Akma Ismail
spellingShingle Low Xue Yi
Mohamad Ezam Zaferi
Nor Fartini Mokhtarulbari
Nurul Fadzilah Akma Ismail
A study of factors affecting brand loyalty among University Malaysia Kelantan students
author_facet Low Xue Yi
Mohamad Ezam Zaferi
Nor Fartini Mokhtarulbari
Nurul Fadzilah Akma Ismail
author_sort Low Xue Yi
title A study of factors affecting brand loyalty among University Malaysia Kelantan students
title_short A study of factors affecting brand loyalty among University Malaysia Kelantan students
title_full A study of factors affecting brand loyalty among University Malaysia Kelantan students
title_fullStr A study of factors affecting brand loyalty among University Malaysia Kelantan students
title_full_unstemmed A study of factors affecting brand loyalty among University Malaysia Kelantan students
title_sort study of factors affecting brand loyalty among university malaysia kelantan students
publishDate 2024
url http://discol.umk.edu.my/id/eprint/14047/1/SAK9.pdf
http://discol.umk.edu.my/id/eprint/14047/
_version_ 1795294625179631616
score 13.211869

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