Brand Advertising Impacts the Consumer Purchasing Behavior during Post-pandemic Era in Malaysia

Yeoh, Jia Huey (2023) Brand Advertising Impacts the Consumer Purchasing Behavior during Post-pandemic Era in Malaysia. Masters thesis, Tunku Abdul Rahman University of Management and Technology.

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Abstract

COVID-19 and the subsequent social distancing measures have propelled consumers to behave and think differently. Overnight, consumers have become more careful with how they spend their money, where they spend their money and the platforms, they use to make their daily purchases and transactions. Consumer purchasing behavior has changed during the Covid-19 pandemic in all spheres of life. In Malaysia, there was a surge in the market, a preference to buy essential goods from trusted brands and branding product while being cautious with spending. During the post-pandemic, Malaysian consumers have been more careful about spending their money and where they spend their money due to their financial stability is not stable. Based on the review of past literature, the study's goal was to examine the relationships of variables such as perceived severity, brand awareness, perceived value, self-efficacy, and brand association on consumer purchasing behavior during the Covid-19 pandemic in Malaysia. The aim of the study was also to highlight the implications of the study that brand advertising impacts the consumer purchasing behavior during post-pandemic era in Malaysia. The quantitative research method was used to conduct this study via online questionnaires through google form. The target respondents were consumers from Selangor and Kuala Lumpur between the ages of below 20 until above 50, mainly those with jobs and who earned a monthly income. A total of 388 respondents were collected from the questionnaire. The reliability, linearity, normality, correlation, and multiple regression tests were conducted using SPSS. The study results revealed that advertisement, brand image and attitudes and beliefs had significant relationships towards the purchase intention with consumer purchasing behavior. For indirect relationships, all the mediation relationships are significantly supported. Besides, the result also proved that the direct relationship between advertisement and purchase 8 intention would be stronger that will impact the consumer purchasing behavior during post-pandemic era in Malaysia. The scientific novelty of the study was that advertisement, brand image and attitudes and beliefs will impact consumer purchasing behavior were insignificant. These findings imply that advertisement, brand image and attitudes and beliefs will impact consumer purchasing behavior of Malaysian during the post-pandemic era. The implications of the research findings were discussed. In the end of the research, some limitations of this research and recommendation suggested are concluded for future studies to further explore the understanding of advertising appeal affect consumer purchase behavior research.