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Type :thesis
Subject :HF Commerce
Main Author :Hawateh, Sujood Ahmed Hasan
Title :The effect of marketing mix strategies on customers purchase decision at Muslim Chinese restaurants among students in Selangor Malaysia
Place of Production :Tanjong Malim
Publisher :Fakulti Pengurusan dan Ekonomi
Year of Publication :2019
Corporate Name :Universiti Pendidikan Sultan Idris
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Abstract : Universiti Pendidikan Sultan Idris
This study is conducted to examine the effect of marketing mix strategies on customers purchasing  decision at  Muslim Chinese  restaurants among  students in Selangor.  This study  adapted  deductive  and  quantitative  methods.  The  type  of research  used  in  this study is  causal research. Causal research is a type of conclusive research designed to obtain evidence   related  to  causality.  A total of 250  respondents were  selected  as the sample through  multi-stage sampling technique. Data was analyzed by multiple linear regressions.  Simple  random  sampling  will  be  employed  from the  selected  restaurant. By applying multiple linear  regressions. The findings revealed that price (β = .247, p = .000), products (β = .197, p = .002), place (β = .171, p = 0.003) and promotions (β = 0.214,  p  =   0.003)  have  significant  influences  on  customers  purchasing  decisions  at Muslim  Chinese    restaurant   in   Malaysia.   In   addition   the   findings   of   inter   item correlation   revealed  the  score  of  pearson  correlation  were  greater  than  0.3,  which ensures that the  variables are valid. The probabilities of correlations are all significant at  less than 0.05(5%),  which indicates that the research instrument  is valid.  It can be concluded that Muslim Chinese  restaurants in Malaysia should consider marketing mix strategies  that  can  influence  their   customer  purchasing  decision.  Based  on  the  result obtained, it is discovered that the Price,  products, place and promotion) has significant influence on determining customer’s purchasing  decision in Chinese Muslim restaurant in  Malaysia,  with  the  price  as  the  most  important   and  most  influential  variable  in determining   purchasing   decision.   This   study    recommends   that   Chinese   Muslim restaurant in Malaysia should consider the importance of  fixing and maintaining good price for their foods, maintaining high quality product, ensuring regular promotion.  

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