Choy Chee Kwan

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adequate in terms of scope and quality for the purpose of awarding a Bachelor of
Technology Management (High Technology Marketing)’
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EFFECTIVE PROMOTIONAL STRATEGIES TO INFLUENCE

CONSUMER BUYING BEHAVIOUR OF ANDROID PHONE IN MALAYSIA
CHOY CHEE KWAN
THIS REPORT IS SUBMITTED AS PART OF THE REQUIREMENTS FOR

THE AWARD OF THE BACHELOR OF TECHNOLOGY MANAGEMENT
(HIGH TECHNOLOGY MARKETING)
FACULTY OF TECHNOLOGY MANAGEMENT AND

TECHNOPRENEURSHIP
UNIVERSITI TEKNIKAL MALAYSIA MELAKA
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DECLARATION
"I admit that this report is the result of my own work, except for the summary and
excerpts, each of which I have explained the source of"
Signature : Choy
Name : CHOY CHEE KWAN
Date : 31 JANUARY 2021
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ACKNOWLEDGEMENT
I want to thank everyone who has helped me when conducting this study to
completed in a limited time. First of all, I want to thank my family for all the
encouragement and support they provided. They provided their precious time and
were willing to be considerate of me, who was busy concentrating on this study.
Secondly, I would also like to thank Universiti Teknikal Malaysia Melaka (UTeM)
for giving me an opportunity to complete my final year project in my university life.
Thirdly, I would like to express my deep gratitude to Miss Johanna Binti

Abdullah Jaafar and Dr Nor Azah Binti Abdul Aziz. The encouragement and
guidance they have given allowed me to complete this study with my best
performance. Besides, I am very grateful for their suggestions and criticisms of my
study. Its will help improve my learning level and improve the quality of this study
works. Finally, I am pleased to learn and explore some new knowledge in the
implementation of this study, which will help my future.
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ABSTRACT
Nowadays, the smartphone has become one of the necessities because it brings high-
tech convenience to people's daily life. However, it is found through previous data
that the market share of Android phones started to decline, and there is a lack of
relevant study in this area. Therefore, the researcher will study the most effective
promotional strategy to understand how to influence Malaysian Android phone
consumers' purchasing behaviour. In this study, the researchers conducted a survey
using quantitative research methods and selected 150 respondents as a sample to
answer the questionnaire. After collecting the data, the researcher used Pearson's
correlation coefficient and multiple linear regression to evaluate and analyze the data
to obtain the results. The result will point out the most effective promotion mix
strategy that affects consumers' buying behaviour, and let the marketers know its
importance in the current market. Therefore, Android phone marketers can increase
their sales effectively by using appropriate promotional strategies.
Keywords: Advertising, Public relations, Sales promotion, Personal selling,

Consumer buying behaviour, Android phone
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ABSTRAK
Pada masa kini, telefon pintar telah menjadi salah satu keperluan kerana membawa
kemudahan teknologi tinggi untuk kehidupan seharian orang. Namun, ditemukan
melalui data sebelumnya bahawa pangsa pasar telefon Android mulai menurun, dan
ada kekurangan kajian yang relevan di bidang ini. Oleh itu, penyelidik akan
mengkaji strategi promosi yang paling berkesan untuk memahami bagaimana
mempengaruhi tingkah laku pembelian pengguna telefon Android Malaysia. Dalam
kajian ini, penyelidik melakukan tinjauan menggunakan kaedah penyelidikan
kuantitatif dan memilih 150 responden sebagai sampel untuk menjawab soal selidik.
Setelah mengumpulkan data, penyelidik menggunakan pekali korelasi Pearson dan
regresi linear berganda untuk menilai dan menganalisis data untuk mendapatkan
hasilnya. Hasilnya akan menunjukkan strategi campuran promosi yang paling
berkesan yang mempengaruhi tingkah laku pembelian pengguna, dan membiarkan
pemasar mengetahui kepentingannya dalam pasaran semasa. Oleh itu, pemasar
telefon Android dapat meningkatkan penjualan mereka dengan berkesan dengan
menggunakan strategi promosi yang sesuai.
Kata kunci: Iklan, Perhubungan awam, Promosi penjualan, Penjualan peribadi,

Tingkah laku membeli pengguna, telefon Android
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TABLE OF CONTENTS
1 INTRODUCTION 1
1.1 Background of Research 1
1.2 Problem Statement 3
1.3 Research Questions 4
1.4 Research Objectives 4
1.5 Scope and Limitation of the Research 5
1.5.1 Scope of the Study
1.5.2 Limitations of the Study
1.6 Significant of the Research 6
1.7 Research Gap 6
1.8 Motivation of the Research 7
1.9 Summary 7
2 LITERATURE REVIEW 8
2.1 Introduction 8
2.2 Promotion Mix 8
2.3 Definition of Consumer Buying Behaviour 9
2.4 Review of Literature for All Studied Variables 9
2.4.1 Dependent Variable
2.4.2 Independent Variables
2.5 Theoretical Framework and Its Components 13
2.6 Hypotheses Development 14
2.6.1 The Relationship Between Advertising and

Consumer Buying Behaviour
2.6.2 The Relationship Between Public Relations and

2.6.3 The Relationship Between Sales Promotion and

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2.6.4 The Relationship Between Personal Selling and

2.7 Summary 17
3 RESEARCH METHODOLOGY 18
3.1 Introduction 18
3.2 Research Design 18
3.2.1 Descriptive Research Design
3.2.2 Explanatory Research Design
3.3 Methodological Choice 19
3.3.1 Quantitative Research Method
3.4 Sampling Design 20
3.4.1 Target Population
3.4.2 Sampling Techniques
3.4.3 Sample Size
3.5 Data Collection Methods 22
3.5.1 Primary Data
3.5.2 Secondary Data
3.6 Research Strategy 23
3.6.1 Survey Research
3.6.2 Questionnaire Design
3.7 Measurement of Scales 24
3.7.1 Nominal Scale
3.7.2 Ordinal Scale
3.7.3 Interval Scale
3.8 Measurement of Constructs 30
3.9 Research Framework 31
3.10 Scientific Canons 32
3.10.1 Reliability
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3.10.2 Internal Validity
3.10.3 Pilot Test
3.11 Data Analysis Tools 34
3.11.1 Pearson Correlation Coefficient Analysis
3.11.2 Multiple Linear Regression Analysis
3.12 Time Horizon 36
3.13 Summary 37
4 DATA ANALYSIS AND FINDINGS 38
4.1 Introduction 38
4.2 Descriptive Analysis 38
4.2.1 Demographic of Respondent
4.3 Reliability Analysis 46
4.4 Validity Analysis 47
4.5 Test of Normality Analysis 48
4.6 Variance Inflation Factor (VIF) 52
4.7 Pearson Correlation Analysis 53
4.8 Regression Analysis 55
4.8.1 Model Summary
4.8.2 Analysis of Variance (ANOVA)
4.9 Main Data Analysis 56
4.10 Summary of Findings 59
4.11 Summary 59
5 DISCUSSION AND CONCLUSION 60
5.1 Introduction 60
5.2 Discussion 60
5.2.1 RO 1: To determine the effective promotional

strategies that could influence consumer’s buying
behaviour of android phone
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5.2.2 RO 2: To analyse the extent that the determined

promotional strategies could influence consumer’s
buying behaviour of android phone
5.2.3 RO 3: To examine the most effective promotional

strategies that could highly influence the
consumer’s buying behaviour of android phone
5.3 Contribution of the Study 62
5.3.1 Academic
5.3.2 Marketer
5.4 Limitation of the Study 64
5.4.1 Involvement of certain groups only
5.4.2 Issue of honesty
5.4.3 Small sample size
5.5 Recommendation 65
5.6 Conclusion 65
REFERENCES 67
APPENDICES 76
Appendix A 76
Appendix B 84
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LIST OF FIGURES AND TABLES
Figure 2-1: Theoretical Framework
Figure 3-1 : Research Framework
Figure 3-2 : Time Horizon
Figure 4-1 : Gender
Figure 4-2 : Age
Figure 4-3 : Occupation
Figure 4-4 : Income Level
Figure 4-5 : Did you have an Android phone in the past or now?
Table 3.1 : Gender
Table 3.2 : Occupation
Table 3.3 : Age
Table 3.4 : Income Level
Table 3.5 : Questionnaire Construction
Table 3.6 : Measurement of Constructs
Table 3.7 : Cronbach’s Alpha of Reliability
Table 3.8 : Pilot Test Analysis
Table 3.9 : Pearson Correlation Coefficient
Table 4.1 : Gender
Table 4.2 : Age
Table 4.5 : Did you have an Android phone in the past or now?
Table 4.6 : Reliability Analysis
Table 4.7 : Validity Analysis

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Table 4.8 : Test of Normality Analysis
Table 4.9 : Variance Inflation Factor
Table 4.10 : Pearson Correlation Analysis
Table 4.11 : Model Summary
Table 4.12 : ANOVAa
Table 4.13 : Coefficientsa

1
CHAPTER 1
1INTRODUCTION
1.1 Background of Research
Nowadays, mobile phone functions have gone beyond normal communications

because they had high technology features. Notably, the new generation of mobile
devices has more advanced features such as internet access, built-in cameras, instant
messaging tools and e-mail, and the ability to install other software and applications
(apps). Besides, smartphones are one of the high-tech mobile devices that allow users
to connect to each other and transmit information around the world (Lim, Poon, Tee
& Perinpajothi, 2014) In Malaysia, smartphone users are increasing year by year.
According to data from the Statista, there were 19.72 million smartphone users in
Malaysia in 2015, and it is expected to reach 30.41 million by 2020 (Statista, 2020).
In addition, as the population grows, the number of smartphone users was estimated
will grow to nearly 34 million by 2025 (Statista, 2020).
Besides, the smartphone industry has higher competitiveness than other sectors
in the current market (UKEssays, 2017). In recent years, many Android phone brands
that have been popular among mobile phone users include Samsung, Huawei,
Xiaomi, Oppo, Vivo, and many more brands entering Malaysia. Among these
brands, Huawei has gained the highest market share in Malaysia. Based on Statista
data, Huawei's market share of 21.15% in June 2020 was higher compared to other
Malaysian mobile vendor markets (Statista, 2020). These statistics can prove that the
Android market has gained more support and trust in the current market (Statista,
2020).
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Android is one of the operating systems used by many mobile phone

companies. Android is developed through JAVA to operate on a virtual machine.
The android operating system has two services, such as Dalvik Runtime Machine and
Android Runtime (ART) (Ekanayake, 2018). It uses to run applications in the
background so that each mobile phone can provide the best use to mobile phone
users. Therefore, compared with other mobile operating systems (such as iOS), this
Android offers more degrees of freedom, so that the mobile phone can run better in
the background (Ekanayake, 2018). Besides, Android also allows mobile phone users
to enjoy high technology anytime and anywhere. Android supports multi-touch and
network sharing to be used as a wireless or cable Wi-Fi hotspot (Kirthika, Prabhu &
Visalakshi, 2015). It provides convenience to mobile phone users no matter where
they are or what they are doing. Android also support screenshots by tapping the
screen or sound to control functions such as taking pictures or screenshots. It makes
it easy for users to use it without touching and holding the button for at least 10
seconds to get started..All of the above features underline the importance of Android
in mobile phones.
Furthermore, the smartphone industry is now very competitive, especially for

companies that use iOS and Android operating systems, so Android phone
companies should continue to add or improve their marketing strategies to gain their
market in this world. Marketing strategy is an approach related to products, markets,
and marketing activities and resources to help marketers determine key options for
their business (Morgan, Whitler, Feng & Chari, 2018). Organizations can achieve
their objectives by exchanging with their customers when communicating and
delivering the products that value them (Morgan et al., 2018). The appropriate
marketing strategies (including product, price, place, and promotion) can better meet
its target customers' needs (Umesha & Marigowda, 2019). Thus, promotional
strategies have been chosen to help companies introduce products in more depth and
make consumers more sensitive to their product launch. It also strengthens brands
through a promotion mix, such as advertising, public relations, sales promotion, and
personal selling. Therefore, researchers use promotional strategies as the primary
investigative matter to study their influence on consumer purchasing behaviour.
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Consumer buying behaviour refers to the goods and services that they choose,
buy and consume in order to meet their needs (Chandan, 2019). It helps to
understand how consumers think and feel about different brands and products.
However, it is difficult for consumers to make buying decisions because of the many
options or factors available from a marketing perspective (Auf, Meddour, Saoula &
Majid, 2018). Besides, consumer buying behaviour has involved different processes
in influencing their thoughts and decisions. Usually, their decision-making, buying
behaviour, shopping habits, and choosing a brand or retailer will be affecting by
many factors and characteristics in daily life (Chandan, 2019). Therefore, this study
aims to determine the promotional strategies on consumer buying behaviour and its
impact on the performance of Android phones in Malaysia. Next, the following
section is about problems that have been developing related to this study.
1.2 Problem Statement
In the new era of modern technology, people's lives are easier and more
convenient than before. Smartphones are one of the benchmarks of modern
technology and have penetrated all aspects of people's lives (Musa, Mohamad,
Khalid, Rahim & Zamri, 2015). Android phones are a subcategory of smartphones.
The T-Mobile G1 is the first Android smartphone which released in September 2008
(Callaham, 2020). It is known as the HTC Dream in other parts of the world
(Callaham, 2020). Android has been widely used in advanced computing machines
by phone manufacturers such as Samsung, Oppo, LG, Huawei, Sony, and many
more.
However, according to the Statista, Android's market share decreased from

January (81.83%) until November (75.66%) as a result of a coronavirus outbreak
(COVID-19) in 2020 (Statista, 2020). The decrease in Android's market share may
also effect by personal factors. There are several studies on smartphone purchasing
behaviour have been conducted before. Nevertheless, study on the relationship
between the promotion strategy and consumer buying behaviour of Android phones
remains scarce (Lim et al., 2014).
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Hence, this research aims to study and analyse the promotional strategies that
could influence the buying behaviour of mobile phone users focusing on the android
phones. Promotional strategies selected for this study include advertising, public
relations, sales promotion and personal selling. Therefore, this study plays a role in
connecting the two main variables for Android phones that is the promotional
strategies, and buying behaviour of the consumers.
1.3 Research Questions
As to solve the problems indicated in the above section, the below research
questions have been developed.
1) What are the effective promotional strategies that could influence

consumer’s buying behaviour of android phone?
2) To what extent the determined strategies could influence consumer’s

buying behaviour of android phone?
3) Which is the most effective promotional strategy that could highly

influence consumer’s buying behaviour of android phone?
1.4 Research Objectives
In line with the problem statement and the developed research questions, this
study tends to achieve the below objectives:
1) To determine the effective promotional strategies that could influence

consumer’s buying behaviour of android phone.
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2) To analyse the extent that the determined promotional strategies could

influence consumer’s buying behaviour of android phone.
3) To examine the most effective promotional strategies that could highly

influence the consumer’s buying behaviour of android phone.
1.5 Scope and Limitation of the Research
1.5.1 Scope of the Study
This study aims to determine the effective promotional strategies that could
influence the consumer’s buying behaviour of android phones in the context of
Malaysian. The target respondents will be mobile phone users in Malaysia, aged
from 21 to 51 and above. Due to a large number of populations, the target
respondents will be based on sampling technique which will be further discussed in
the methodology chapter. This study employs a quantitative approach with using
questionnaire survey as a method of data collection that will be distributed among
target respondents either face to face or through the online platform.
1.5.2 Limitations of the Study
The researcher might face a few limitations, such as limited time, difficulties in
accessing the concerned data, limited access to target respondents, and difficulties in
getting honesty from respondents when conducting this study. Besides, this study
would take only one year, thus, some areas or aspects might not be covered and
discussed in this limited time. Apart from that, due to the coronavirus outbreak
(COVID-19), it might be very challenging to conduct a face to face survey; hence the
researcher needs to plan the alternative ways to reach the target respondents. In
addition, this study would face problems that is respondents’ answers are not based
on their honesty, so it makes the data inaccurate and impossible to draw results in
accurate.
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1.6 Significant of the Research
This study can provide mobile phone makers with the most effective
promotional strategies to influence mobile phone users' purchase behaviour and thus
contribute to them. An effective promotion strategy can attract mobile phone users'
attention and stand out from the surrounding environment. Therefore, this study can
help Android phone manufacturers increase the exposure of their products. Besides,
it can also help increase sales and penetration of Android phones in Malaysia.
In addition, mobile phone users can make purchase decisions through effective
promotional strategies. It included considering and evaluating price, appearance,
quality, and other related aspects, especially when choosing which model or brand of
Android phone to buy. In short, effective promotional strategies can contribute to
Android phone manufacturers to grab consumers' attention and consumption, and
helpful mobile phone users make correct judgments when purchasing.
1.7 Research Gap
Several past studies conducted , focused on either the internal or external

factors that could influence consumer buying behaviour towards smartphones (Liao,
(2012); Lim et al., (2014); Ramya & Ali, (2016); Ganlari, Deka & Dutta, (2016);
Singh, (2018)). Meanwhile, some researchers used one or more elements of the
promotion mix to determine how it influences consumer buying behaviour,
especially the advertising elements used by researchers in the field of marketing
(Sulaiman & Hadi, (2017); Adetunji & Adetunji, (2019), Chine, Bernard, Chiamaka
& Udeze, (2019)). Therefore, the researcher uses four elements of the promotion mix
to determine the most effective promotional strategy to influence Android phone
consumers' buying behaviour in Malaysia to conduct this study.
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1.8 Motivation of the Research
The researcher choose to conduct a study on consumer buying behaviour

because it is the most important thing for marketers, which enable them to
understand consumer expectations. Therefore, the researcher hope that the results of
this study can help marketers, especially phone manufacturers and sellers so that they
could succeed in business by knowing the best promotional strategy that could
affect buying behaviour of the consumers.
1.9 Summary
This chapter highlights the background of this study that shows the importance
of this study to be conducted. Besides, the problem statement has been discussed,
which led to the formulation of research questions and objectives. This study also
pointed out the scope of the study and the limitations that researcher may face when
conducting this study. Moreover, it also describes this study’s significance and the
research gaps discovered in the previous research. Finally, it highlights the factor that
motivates the researcher to conduct this which tends to determine the effective
promotional strategies that could influence consumers' buying behaviour of android
phones in Malaysia.
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CHAPTER 2
2LITERATURE REVIEW
2.1 Introduction
This chapter reviews the literature of a dependent variable and independent

variables of this study which aligns with its research objectives. Besides, it defines
the key term used in the study to serve as an initial understanding of the discussed
topic. Subsequently, it reviews past studies on literature and theoretical models
which become a basis of developing the theoretical framework for this study. The
framework pointed out the nature and direction of the relationship between the
independent and dependent variables. Finally, the researcher developed the
hypotheses statement to statistically examine these relationships.
2.2 Promotion Mix
Nowadays, companies cannot rely on previous methods or techniques to meet

customers' needs and wants. Hence, companies can use the marketing mix, which
consists of product, price, place and promotion to make the right decisions to meet
the customers' need. The marketing mix is a combination of different marketing
decisions, and most companies use it for marketing their goods and services (Išoraitė,
2016). Moreover, the marketing mix is a conceptual framework that can determine
critical decisions to meet consumer needs when offering products or commodities
rather than scientific theory (Išoraitė, 2016).
A vital element of the marketing mix is promotion. Promotion mix is a

marketing method that can help companies established contact with target
consumers, thereby improving communication and helping segment consumers.
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Hence, companies typically use a promotion mix to become their communication

facilities in their marketing activities (Mulia, 2019). Besides, it consists of
advertising, sales promotion, public relation, and personal selling is a useful tool for
promoting information about products and services (Vidhya & Ramesh, 2017).
Moreover, the promotion mix design enables the target market consumers to
understand the value and benefits of the products or services provided (Vidhya &
Ramesh, 2017). Therefore, in this study, the researcher used the promotion mix
theory to study how it influences consumers' buying behaviour to achieve this study's
objectives.
2.3 Definition of Consumer Buying Behaviour
Consumer behaviour is studying the needs, motivations, and thought processes

people use when choosing one product rather than another and how they buy
different goods and services (Auf et al., 2018). Meanwhile, the behaviour of
individuals, groups or organizations, and all purchasing-related activities is a study of
consumer buying behaviour (Sultan, Abdulrahman, Salam, Mawlod & Dilshad,
2019). Besides, consumer buying behaviour refers to selecting, purchasing, and using
goods and services to satisfy their desires (Ramya & Ali, 2016). Most of the previous
studies look at various perspectives such as personal, psychological, social, and
economic factors to conduct their research in this area. Besides, past studies also
used promotional mix elements that focused on either one or more selected elements
in their studies.
2.4 Review of Literature for All Studied Variables
2.4.1 Dependent Variable
2.4.1.1 Consumer Buying Behaviour of Android Phone
Consumer buying behaviour represents the physical, mental, and emotional

activity of a people perform to meet their own needs and wants while selecting,
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buying and disposing of a given product or service (Chukwu, Kanu & Ezeabogu,
2019). Marketers need to study consumer buying behaviour to understand who is
buying, what, why, where, and how they buy such product or services. However,
why consumers buy products cannot be predicted because the answer is hidden deep
in consumers' minds and behaviours. Therefore, marketers should be sensitive to
every aspect that could influence consumers' buying behaviour in the current market.
The combination of promotion mix is one of the theories that can influence
consumers' buying behaviour and consumers perspective. For example, advertising
related to consumer buying behaviour is considered a crucial indicator of information
about such a product. In a nutshell, various elements of the promotional mix have
different effects on consumer buying behaviour (Shrivastava & Singh, 2017). Hence,
the researcher seeks to examine the effective promotional mix that could influence
the consumers’ buying behaviour for one of the technological products, the android
phone. The researcher had chosen the android phones because this product had
become a necessity for today’s generations due to its multifunctions besides the use
for communication purposes. On top of that, the literature that focuses on this
product remains scarce.
2.4.2 Independent Variables
2.4.2.1 Advertising
Advertising is a marketing communication technology used by marketers or

advertisers to deliver their messages to customers (Lom, Thoo, Sulaiman &
Muharam, 2016). Advertising also is any form of non-personal display, idea
promotion, and product or service promotion carried out by paid sponsors (Sari,
Hermina & Susilawati, 2020). Besides, it performs various functions, and the
primary function is to notify, persuade, and remind to produce a more effective
impact on people's perception (Todorova, 2015). In 2019, the total investment in
Malaysia's advertising expenditure was approximately RM4.4 billion, a decrease of
RM100 million from the previous year (Statista, 2020). These statistical data proved
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that most Malaysian companies extensively used advertising for promotion and
increase awareness of products or services.
Additionally, advertising can be a practical activity to influence consumer

buying behaviour, but consumers tend to follow social trends and advertising
attractiveness (Sulaiman & Hadi, 2017). However, some consumers do not intend to
buy the advertised product; instead, they will tend to buy certain products or services
when the products they have used were advertised (Sulaiman & Hadi, 2017). The
previous study by Adhikari (2018) investigated how advertising can influence
consumer buying decisions and its influence on smartphone sales volume in the
Kathmandu Valley. The results showed that advertising is necessary and should be
considered because it plays a vital role in any brand's success. This kind of study can
give insights and able to motivate marketers or companies to build a unique brand
position by using various advertising tools.
2.4.2.2 Public Relations
Public relations is a communication process, where the activity aims to

influence the community's opinion to behave, debate, and behave according to
communicators' needs (Mulia, 2019). Public relations are an activity that establishes
a good relationship with the public and makes people have the right image of the
company (Mulia, 2019). It could also promote products, people, places, ideas, events,
organizations, and even the whole country (Mulia, 2019). Besides, the social
activities carried out by companies such as charitable activities, receiving complaints
and criticism from the audience, addressing problems, and interest in the
environment and health can bethink as a measurement (Nour, Almahirah, Said &
Freihat, 2014). Therefore, companies can build up their desired image by
implementing programs based on the principles of social responsibility and using the
media to establish and maintain strong relationships with consumers to achieve
internal and external satisfaction and communication (Khanfar, 2016). Marketers can
also use public relations to positively impact the enterprise and help businesses sell
13
their products by introducing the objectives and educating the community (Mulia,
2019).
2.4.2.3 Sales Promotion
Sales promotion plays an essential role in influencing buying behaviour.

Sales promotion is a set of stimuli that are presented alternately and also seeks to
strengthen propaganda activities to buy specific products (Ashraf, Rizwan, Iqbal &
Khan, 2014). Sales promotion is also a series of short-term incentives designed to
encourage people to purchase products or services (Sari et al., 2020). Its activities
promote sales by providing additional incentives for purchases such as price
reductions, premiums, samples, coupons, discounts, and more (Todorova, 2015).
Moreover, it directly impacts consumer buying behaviour, which is an event focused
on promotion (Ashraf et al., 2014). Hence, many companies used sales promotion as
a weapon to attract customers, and gain high market share and long-term profits
(Weerathunga & Pathmini, 2016).
In a nutshell, effective sales promotion can increase the fundamental value of

a product for a limited time and directly stimulate consumer purchases (Weerathunga
& Pathmini, 2016). The previous study by Mulia (2019) examined the influence of
promotion mix elements that include advertising, personal selling, sales promotion,
and public relations on consumer buying decisions in Zarqa city. This study showed
that sales promotion has the most significant influence on consumer purchasing
decisions. Hence, the researchers encourage companies and marketers to focus on
sales promotion to satisfy the consumers which could subsequently affect their
buying behaviour.
2.4.2.4 Personal Selling
Personal selling is a sales method in which salespeople communicate directly

with their customers or consumers, which may contribute to executing the actual
sales (Songcayawon, Ortiz, Montero & Paglinawan, 2019). Personal selling is
14
express in delivering unique ideas and products to customers, where the seller
persuades and helps the buyers in making a purchase decision (Todorova, 2015).
Meanwhile, personal selling represents the most costly activity but effective because
it directly connecting consumers with a company's products and services (Afande &
Maina, 2015). However, its implementation’s success depends on the eight
processes, such as finding a salesperson, determining actions, evaluating needs,
nature of supply, delivery methods, and addressing objections, commitments, and
follow-up (Yousif, 2016). This promotional activity provides organizations with
more significant opportunities to research their consumers' needs and had greater
flexibility in tailoring their offerings and presenting to meet these needs (Adewale,
Adeniran & Oluyinka, 2019). Previous research by Songcayawon et al. (2019)
examined the effects of personal selling as a method related to students' purchasing
behavior from the College of Business Administration at the Philippines' Polytechnic
University. They revealed that the individual characteristics of the salesperson are a
critical component of success in sales. Therefore, the researchers encouraged
companies and marketers to focus more on the salesperson's personality than the
salesperson's knowledge of the product or service to influence consumers' buying
behaviour.
2.5 Theoretical Framework and Its Components
The researcher developed the theoretical framework to make it the basis of the
entire study. The framework includes the dependent variable which is the consumer
buying behaviour of Android phone in Malaysia. Meanwhile, the independent
variables are advertising, public relations, sales promotion, and personal selling
adapted from the Promotion Mix marketing strategy. These variables are interrelated
and connected to form the relationship between them for this study, as shown in
Figure 2 -1.
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Promotion Mix
(E. Jerome McCarthy, 1960)
H1
Advertising
H2 Consumer
Public Relations Buying
Behaviour of
H3
Android Phone
Sales Promotion
H4
Personal Selling
Independent variables Dependent variable
Figure 2-1: Theoretical Framework
2.6 Hypotheses Development
Based on the theoretical framework and its components, the researcher

developed the statement of hypotheses to statistically examine the relationships
between the independent and dependent variables so as to find the most significant
strategy that could influence the consumer buying behaviour of the android phone in
Malaysia context. In the following sub-sections, the researcher will discuss on past
studies' findings to support each of the hypothesis development.
2.6.1 The Relationship Between Advertising and Consumer Buying Behaviour
Based on a previous study by Chine et al. (2019), advertising has a significant

relationship with consumer buying behaviour of a smartphone among postgraduate
students of Nnamdi Azikiwe University, Awka. The regression results showed that
advertising is a significant predictor of smartphone consumer buying behaviour (β
16
= .215, p <.01) and r2 = .29). Thus, it is proved that advertising has a vital role in
convincing consumers to buy products and services (Sulaiman & Hadi, 2017). It will
be attractive and valuable for marketers and help them in selling their products or
services and subsequently generate a reasonable profit for the organization (Chukwu
et al., 2019). Based on these arguments, the below hypothesis is formulated.
H1: There is a significant relationship between advertising and consumer buying

behaviour of android phones.
2.6.2 The Relationship Between Public Relations and Consumer Buying

Behaviour
A past study by Mulia (2019) revealed that public relations have a significant
and positive effect on Ramen products' purchasing decisions in Indonesia. The
Spearman rank correlation coefficient results showed that public relations are at an
intermediate interval, which is 0.542 on consumer purchasing decisions. The
feedback from respondents who generally agreed with various public relations
metrics such as social media, branding, and logo was received positive responses
from the consumer in Indonesia (Mulia, 2019). Moreover, public relations help the
management to inform and responsive to public opinion and define their
responsibilities to serve the public interest (Todorova, 2015). On the contrary, a past
study by Nour et al. (2014) revealed that there is no significant influence of public
relations on consumer decision making among shareholders of Jordan ceramic and
glass production companies. Nevertheless, for the technology product like android
phones, the researcher believed that public relation might have some influence on
consumer buying behaviour. Hence, the hypothesis below is formulated according to
these arguments.
H2: There is a significant relationship between public relations and consumer buying
17
2.6.3 The Relationship Between Sales Promotion and Consumer Buying

Behaviour
The previous study Khanfar (2016), found that sales promotion has a
significant relationship with consumers buying decisions on mobile service in Zarqa
city. This study had analyzed the promotion mix that affects the mobile service
consumers' buying decisions such as advertising, personal selling, promotion, and
public relations. The regression results showed that sales promotion possessed the
highest value, which is at 0.287, and contributed to 28.7% to the consumers buying
decision. This method can stimulate the active participation of salesperson, generate
interest, has a high degree of flexibility, can help test new products, and can directly
affect purchases and increase sales (Todorova, 2015). The hypothesis below is
formulated based on these points.
H3: There is a significant relationship between sales promotion and consumer buying
2.6.4 The Relationship Between Personal Selling and Consumer Buying

Behaviour
Based on a previous study by Khanfar (2016), there is a significant

relationship with consumers' buying decisions on mobile service in the Zarqa city.
Through regression results, the R2 for personal selling was at 0.143, which means
that personal selling has occurred and accounted for 14.3% of consumers buying
decisions. While personal selling did not have the highest impact on consumer
buying decisions in this study area, they still contribute to marketers to gain a
competitive advantage over other competitors (Khanfar, 2016). Personal selling will
help companies or organizations to increase the sales volume of different products
and ensure the right mix of products in sales volume. Besides, it used to improve
company’s market share, increase profitability, reduce overall sales expenses,
acquire new accounts, increase business growth, achieve the desired percentage of
cash and credit sales, and provide pre-sale and after-sales services (Afande & Maina,
2015). Based on these statements, the hypothesis below is formulated.
18
H4: There is a significant relationship between personal selling and consumer buying
2.7 Summary
This chapter highlights the theory that is used to explain the relationship in this
study. It further discussed on a literature review of the studied variables and factors
that may significantly affect consumer buying behaviour for android phones users in
Malaysia context. Based on the elements highlighted in the promotion mix, the
researcher developed a theoretical framework to establish the relationships between
independent and dependent variables. Finally, four hypotheses have been developed
to statistically examine these relationships. Subsequently, the following chapter will
discuss the methodology that will be used in this study.
19
CHAPTER 3
3RESEARCH METHODOLOGY
3.1 Introduction
This chapter discusses the research methods used to analyze the collected
data and point out the various methods and techniques used in conducting this study.
This chapter includes several subsections, such as research design, methodological
choice, research strategy, scientific canons, sampling design, data collection
methods, and data analysis tools used to answer and solve the research questions and
objectives highlighted in the previous chapter.
3.2 Research Design
Research design is the procedure for collecting, analyzing, interpreting, and

reporting data in a research study (Boru, 2018). Besides, the research design refers to
the strategy you choose to integrate different research components in a logical way of
ensuring that you can solve research problems effectively. There are four types of
research design, namely, exploratory research design, descriptive research design,
explanatory research design, and experimental research design. The use of specific
research designs depends on the type of problem being study. Therefore, the
researcher uses a descriptive research design and explanatory research design to
conduct this study.
20
3.2.1 Descriptive Research Design
The researcher used a descriptive research design to study the variables to

obtain information and results accurately. Descriptive research design is a type of
research that describes the population, situation, or phenomenon being studied. The
purpose of descriptive research is to obtain an accurate profile of an event, person, or
situation (Saunders, Lewis & Thornhill, 2016, p. 175). Therefore, the researcher has
a clear picture of the phenomenon in which data they want to collect before sending
the questionnaires to do data collection.
3.2.2 Explanatory Research Design
The emphasis in explanatory research is to study a situation or problem to

explain the relationship between variables (Saunders et al., 2016, p. 188). The
researcher uses an explanatory research design to study the causal relationship
between variables such as advertising, public relations, sales promotion, and personal
selling (IVs) and consumer buying behaviour of android phone in Malaysia (DV).
Hence, the researcher can provide in-depth insights and meet this study's needs to
provide a greater understanding for everyone.
3.3 Methodological Choice
The methodological choice has three types, namely research design of

quantitative, qualitative, or mixed methods. Quantitative research design is generally
associated with positivism and is usually to study the relationship between variables,
which are measured numerically and analyzed using a series of statistical and
graphical techniques (Saunders, Lewis & Thornhill, 2019, p. 176 & 178). Qualitative
21
research is often associated with philosophical interpretations and studies of

participants' meanings and relationships, using various data collection techniques and
analysis procedures to develop conceptual frameworks and theoretical contributions
(Saunders et al., 2019, p. 179). In addition, mixed-method research is a branch of
multi-method research that integrates quantitative and qualitative data collection
techniques and analytical procedures in various ways, ranging from simple,
simultaneous forms to more complex and sequential forms for similar research
projects (Saunders et al., 2019, p. 181). Thus, the researcher will use quantitative
research method to conduct this study.
3.3.1 Quantitative Research Method
The researcher uses quantitative research methods to conduct this study,

including surveys and questionnaires, to collect the data needed to perform the
analysis. Quantitative research methods can use single data collection techniques,
such as questionnaires and appropriate quantitative analysis procedures (Saunders et
al., 2019, p. 178). It involves a large sample and does not require quite a long time to
collect data. It also involves using and analyzing numerical data using specific
statistical techniques to answer questions such as who, what, where, when, and how.
3.4 Sampling Design
A sample design is a framework, or road map, that serves as the basis for the
selection of survey samples and influences many other important aspects of the
survey as well. The objective of the sampling design is to represent the interested
population, from which the sample will be taken. Sampling design is determined by
population structure, sample size, sample selection, and estimation methods.
22
3.4.1 Target Population
The target population is a complete collection of cases or group members and

is the focus of the research, from which samples can be taken. A target population is
also a group of individuals whose interventions are planned to conduct research and
draw conclusions from it. Due to Malaysia’s large population, the researcher decides
to use West Malaysia as the representative of the study area. The data from Statista
shows that West Malaysia has a population of 26 million, which accounts for the
majority of Malaysia’s total population of 32.7 million in 2020 (Statista, 2020).
Therefore, mobile phone users in West Malaysia, who are from 21 years old to 51
years old and above are the target population and also the respondents in this study.
3.4.2 Sampling Techniques
Sampling techniques have two main methods, namely probability sampling,

and non-probability sampling. The probability sampling method means that everyone
in the population has an equal opportunity to be included in the sample.
Simultaneously, the non-probability sampling method is often associated with case
study research design and qualitative research (Taherdoost, 2016). In this study, the
researcher chose the probability sampling method and cluster sampling as the
sampling procedure. Cluster sampling also known as single-stage cluster sampling
used to divide the large population into smaller groups before sampling (Saunders et
al., 2016, p. 291). Therefore, the researcher decided to survey the respondents who
are Android phone users based on the geographical area of West Malaysia.
3.4.3 Sample Size
The sample size represents the number of respondents required in the study,
and the estimated value is significant for preparing the questionnaire and analyzing
23
the data. The evaluation of sample size depends mainly on the research design and
the results calculated before starting the study (Chander, 2017). In this study, the
researcher gave a unique number of 200 as a sample framework representing the total
population of West Malaysia.
3.5 Data Collection Methods
One of the main contents of this study is data collection. The researcher will
collect primary data and secondary data. Primary data is data that collect from direct
sources through interviews, surveys, experiments, and observations by the
researcher. Primary data sources are usually selected and tailored specifically to meet
specific research needs or requirements. Secondary data is data that has been
collected through primary sources or collected in the past by others. Secondary data
is provided easily for use by researchers for their own research or specific projects
and also for general use without special research purposes. Therefore, the primary
data of this study was collected online by disseminating questionnaires through
survey methods while the researcher used books, journals and articles as a secondary
data reference for this study.
3.5.1 Primary Data
The questionnaire survey method is the main data collection method and the
main source of information in this study. The researcher will distribute 200 copies of
the questionnaire with a set in multiple-choice questions through an online method
that will be completed by mobile phone users under 21 to 51 years and above in the
selected Malaysia area. By simplifying the process and reducing uncertainty in the
results, this method will help the researcher in the final stages of data coding,
analysis, and interpretation.
24
3.5.2 Secondary Data
In this study, secondary data were collected through online internets such as
online journals and articles. This study used Google as a search engine and collected
auxiliary data through Google Scholar, Research Gate, and Emerald Insight to
simplify accessibility and reliability. In addition, the researcher can complete the
literature review in Chapter 2 and access relative online journals and articles to
reinforce the results of this study with the support of these journals and articles.
3.6 Research Strategy
A research strategy collects and interprets data with clear objectives (Rahi,
2017). This is the methodological relationship between philosophy and the choice of
subsequent methods for collecting and analyzing data. There are several types of
research strategies such as experiments, surveys, case study, archives and
documentary research, ethnography, action research, narrative research, and
grounded theory (Saunders et al., 2016, p. 178). Nonetheless, in the present study,
the researcher selects surveys as research strategies to gather the data needed for this
study from some of these types of research strategies.
3.6.1 Survey Research
Survey research is a method of obtaining respondents' opinions by collecting

data based on research needs. The researcher conducts it depending on the
methodology chosen and the objectives of this study. Besides, data were obtained for
this study through questionnaires to ensure that each respondent answered questions
at the same level to avoid biased opinions that could influence this study's results.
25
Therefore, the leading survey areas and perspectives are mobile phone users in
Malaysia from the selected target population.
3.6.2 Questionnaire Design
A questionnaire is a group of questions used to ask, collect and record

responses from respondents about various research needs or requirements. The
design of the questionnaire varies according to how it is sent, returned or collected
and the number of relationships you have with the respondent. Here, internet
questionnaires are used by researchers to collect data in this study. In internet
questionnaires, respondents are required to complete the questionnaires distributed to
them via the internet. This type of questionnaire allows researchers to reach
respondents scattered across a wide geographical area.
In this study, the questionnaire consists of three sections, namely Section A,

Section B and Section C as shown in appendix A. First of all, Section A consists of
multiple-choice questions about respondents' demographic information and simple
questions about effective promotional strategies. Section B and Section C uses a five-
point Likert scale to form the questionnaire questions to investigate and analyze the
respondents' answers. In the entire questionnaire, the respondent can only choose one
answer for each question. In addition, respondents must also answer all questions;
otherwise, the questionnaire is consider void and invalid to conduct the data analysis.
All the questionnaires are designed in dual laguange which are the English and
Malay language, to facilitate target respondents that may come from a various
educational background.
3.7 Measurement of Scales

26
Measurement scale refers to the method by which variables or numbers are

determined and categorized. It includes four types of measurement scales, which is
nominal, ordinal, interval and ratio.
3.7.1 Nominal Scale
The nominal scale is the most superficial level because the numbers and
letters given to objects serve as labels for identification or classification (Dalati,
2018). Moreover, it does not contain quantitative information, and there is no order
of variables (Lim et al., 2014). For example, respondents were asked about their
gender and occupation level in Section A, as shown in Table 3 .1 and Table 3 .2.
Table 3.1 : Gender
Male
Female
Student
Private employee
Public employee
Unemployed or retired
27
3.7.2 Ordinal Scale
An ordinal scale is a scale that organizes objects based on their magnitude in

orderly relationships because there are no different measurements (Lim et al., 2014).
The use of ordinal scales implies statements greater than or less than without stating
a fixed distance of how large or lost (Dalati, 2018). For example, respondents were
asked about their age and income level in Section A, as shown in Table 3 .3 and
Table 3 .4. Moreover, the questionnaire is also an example of this scale, as shown in
Table 3 .5.
Table 3.3 : Age
21 - 30
31 - 40
41 - 50
51 and above
Below RM 4,000
RM 4,001 – RM 8,000
RM 8,001 and above
28
Table 3.5 : Questionnaire Construction
VARIABLES ISSUE DESCRIPTIONS REFERENCES

Advertising can effectively influence Sultan et al.,
A1 consumer behaviour to buy Android 2019
phones.
Advertising can influence the Sultan et al.,
A2 preferences of consumers to buy 2019
Android phones.
Advertising that contains creative and Mbiti, 2015
Advertising
compelling elements can influence
A3
the behaviour of consumers to buy
Android phones.
Advertising that focuses on its unique Mbiti, 2015
product features can influence
A4
consumer behaviour to buy Android
phones.
Various indicators of public relations, Mulia, 2019
such as social media, brands, and
B1
logos can influence consumer
behaviour to buy Android phones.
Promises made in public relations Syahri et al.,
B2 activities can influence the behaviour 2015
of consumer to buy Android phones.
Public Public relations practitioners who are Syahri et al.,
Relations willing to provide additional 2015
B3 information can influence consumer
behaviour to buy Android phones
with confidence.
Public relations practitioners who Syahri et al.,
provide information honestly can 2015
B4
influence consumer behaviour to buy
Android phones.
Sales C1 The price discounts offered by sellers Shamout, 2016

29

can influence the behaviour of
consumer to buy Android phones
because it makes them feel
worthwhile to buy.
The price discounts offered by sellers Shamout, 2016
can influence consumer behaviour to
C2
buy Android phones, compared to
favourite brands.
Promotion
Coupons given by sellers can Shamout, 2016
C3
an Android phone earlier than
planned.
Coupons given by sellers can Shamout, 2016
C4
Android phones that they have never
tried and used before.
A salesperson who is good at Songcayawon et
D1 persuading can influence consumer al., 2019
behaviour to buy Android phones.
A salesperson who has good Songcayawon et
negotiation skills can influence al., 2019
D2
Personal phones.
Selling A salesperson who provides multiple- Songcayawon et
D3 choice can influence consumers to al., 2019
buy Android phones..
A salesperson who is patient to Songcayawon et
display merchandise can influence al., 2019
D4
phones.
Consumer Consumer behaviour is more Lim et al., 2014
E1
Buying influenced by the plans set when they
30

buy an Android phone.
Consumer behaviour is more Zabiullah et al.,
influenced by the value and benefits 2020
E2
received when they buy an Android
phone.
Consumer behaviour is more Lim et al., 2014
Behaviour
E3 influenced by their friends and family
when buying Android phones.
Consumer behaviour is more Lim et al., 2014
influenced by reviews and product
E4
information from time to time when
they buy an Android phone.
3.7.3 Interval Scale
The interval scale refers to the measurement level, where the attribute
compiler of the variable measures with a specific score or numerical value, and the
distance between attributes is equal. The distance between two adjacent attributes is
called the interval, and the interval is always the same. In this study, respondents
were asked about their behavior in buying Android phone related to advertising,
public relations, sales promotion, and personal selling. Interval scale allow the
researcher to arrange objects in a specified sequence and measure the distance
between response evaluation differences.
31
3.8 Measurement of Constructs
The measurement construct is essential for the validity of the research results,
as shown in Table 3 .6.
Table 3.6 : Measurement of Constructs
VARIABLES ITEMS INDICATORS AUTHORS
A1 Effectively to influence consumer Sultan et al., 2019
A2 Change preferences Sultan et al., 2019

Advertising
A3 The appearance of advertisement Mbiti, 2015
A4 The focus point on advertisement Mbiti, 2015
Various indicators such as social Mulia, 2019

B1
media, brands and logos
Syahri,
B2 Keep the promises Kriyantono &
Public
Nasution, 2015
Relations
Prepare and support more Syahri et al., 2015
B3
information
Be honest when providing Syahri et al., 2015
B4
information
C1 Price discount Shamout, 2016
C2 Price discount Shamout, 2016

Sales
Promotion C3 Coupon Shamout, 2016
C4 Coupon Shamout, 2016
Songcayawon et
D1 Good capability to persuade
al., 2019
Personal
Songcayawon et
Selling D2 Good negotiation capability
al., 2019
D3 Provides more than one Songcayawon et
32
VARIABLES ITEMS INDICATORS AUTHORS

commodity option al., 2019
Presenting of commodities in Songcayawon et
D4
patient al., 2019
E1 Plan set Lim et al., 2014
Zabiullah, Sai &

Consumer E2 Value and benefit received
Amarendra, 2020
Buying
E3 Friend and family member Lim et al., 2014
Behaviour
Review and information of Lim et al., 2014
E4
product
3.9 Research Framework
The research framework is formed based on the dependent variable and

independent variables. These variables are linked to make a test in this study, as
shown in Figure 3 -2.
33
Performance
Advertising
Appearance
H1
Performance Public
relations
Attitude
H2 Consumer
buying
behavior of
Price discount Android phone
Sales
promotion H3
Coupon
H4
Personal character
Personal
Performance selling
Figure 3-2 : Research Framework
3.10 Scientific Canons
Reliability and validity are essential for assessing quantitative research in the
social sciences and research quality in natural sciences (Saunders et al., 2016, p.
202).
3.10.1 Reliability
Reliability is a crucial feature of research quality and refers to replication and

consistency (Saunders et al., 2016, p. 202 & 203). When the researcher in several
situations does the study and then the same study is done again for the second time
34
and gives the same result, the data is reliable (Edwin, 2019). Therefore, the
researcher can evaluate the reliability criteria in this study, as shown in Table 3 .7.
Table 3.7 : Cronbach’s Alpha of Reliability
Coefficient of Cronbach’s Alpha Reliability Level

More than 0.90 Excellent
0.80 - 0.89 Good
0.70 - 0.79 Acceptable
0.60 – 0.69 Questionable
0.50 – 0.59 Poor
Less than 0.59 Unacceptable
Source : Adopted from George & Mallery, (2003) by Arof, Ismail & Saleh, (2018).
3.10.2 Internal Validity
Internal validity is conceptualized as the extent to which researchers are

confident about the conclusions of a causal relationship between variables (Boru,
2018). The researcher can decide on his external validity whether the results of the
study apply to similar respondents in different environments or not after the internal
validity of the study is confirmed. In the survey based on the questionnaire, internal
validity will be determined where a set of questions can be shown statistically to
relate to the analysis variables.
3.10.3 Pilot Test
The pilot test is usually conducted before the actual investigation. The pilot
test aims to improve the questionnaire so that the respondent will not have any
35
problems when answering the questions and recording the data. Furthermore, the
researcher can evaluate the validity and reliability of questions and data for a single
question, and, where appropriate, assess scales that include multiple questions
(Saunders et al., 2016, p. 473). Thus, the researcher has conducted a pilot test and
provided 30 sets of questionnaires to respondents. Table 3 .8 show the reliability
coefficients of the results obtained by 30 respondents in the pilot test. It proves the
Cronbach’s Alpha values from all variables are acceptable and good.
Table 3.8 : Pilot Test Analysis
Cronbach's
Variables N of Items
Alpha
IV1 Advertising .811 4
IV2 Public relations .739 4
IV3 Sales promotion .864 4
IV4 Personal selling .875 4
Consumer buying behaviour of Android
DV .741 4
phone
Source: Combine by the researcher.
3.11 Data Analysis Tools
Data analysis is a process of transforming and modelling data that aims to

obtain useful results for making the right business decisions (Islam, 2020).
Therefore, the researcher will conduct an analysis and then aggregate all the data
collected from the questionnaire to explain the results of this study. Furthermore, the
researcher will use the statistical package for social sciences (SPSS) as a statistical
tool to analyze the data after collecting it. The researcher also uses other tools to
36
analyze the data, such as Perason correlation coefficient analysis and multiple linear
regression analysis in this study.
3.11.1 Pearson Correlation Coefficient Analysis
The researcher used the Pearson correlation coefficient analysis to measure

the relationship between the two variables in this study. This coefficient is
represented by the letter r. (Saunders et al., 2019, p. 616). The value +1 represents a
perfect positive, and -1 represents perfect negative. Meanwhile, values of 0 to 0.3 are
shown weak positive, 0.3 to 0.7 are shown moderate positive, and 0.7 and above are
strong positive. Moreover, 0 to -0.3 indicate weak negative, -0.3 to -0.7 are shown
moderate negative, and -0.7 and above are strong negative. Finally, the value of 0
does not indicate the relationship between the variables, as shown in Table 3 .9.
Table 3.9 : Pearson Correlation Coefficient
Correlation Coefficient Value (r) Direction and Strength of Correlation

-1 Perfect negative
-0.7 – -1.0 Strong negative
-0.3 – -0.7 Moderate negative
0 – -0.3 Weak negative
0 No association
0 – 0.3 Weak positive
0.3 – 0.7 Moderate positive
0.7 – 1.0 Strong positive
1.0 Perfect positive
Source : Adopted from Ratner, (2009).

37
3.11.2 Multiple Linear Regression Analysis
Multiple linear regression uses to estimate the relationship between two or

more independent variables and one dependent variable. In this study, the researcher
used multiple linear regression to model the effectiveness of four independent
variables (advertising, public relations, sales promotion, and personal selling) on
Android phone consumer buying behavior to predict relationships between these
variables. The equation of multiple linear regression analysis shows as below:
Y =α + β 1 X 1+ β 2 X 2 + β 3 X 3 + β 4 X 4
where:
α (Alpha) is a regression constant
X is an independent variable
β (beta coefficient) is a coefficient that describes the measure of the effect of an

independent variable on a dependent variable
3.12 Time Horizon
The time horizon of the research design does not depend on the research
method used. Time horizon consists of two types, which is longitudinal and cross-
sectional (Saunders et al., 2016, p. 200). Longitudinal is using to study the
development and change, and cross-sectional involves studying a specific
phenomenon at one particular time (Saunders et al., 2016, p. 200). Therefore, this
study can be known as a cross-sectional study, as shown in Figure 3 -3.
38
TASK / WEEK 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24
ACTIVITIES
Topic/RQs/ROs, Research Framework
INTRODUCTION
Writing up Chapter 1
Completion of Chapter 1
LITERATURE REVIEW
Writing up Chapter 2
RESEARCH METHOD
Write up Chapter 3
Questionnaire Construction
Completion of Questionnaire Construction
Figure 3-3 : Time Horizon
3.13 Summary
This chapter highlights the methods used to collect and evaluate the data in
this study. It has discussed research design, namely a descriptive and explanatory
research design, and a quantitative approach to integrate it coherently. This study
also describes the measurement constructs and research framework required by the
researchers while conducting this study. Besides, it also shows the sample's size and
technique that be taken in this study. Finally, this chapter highlights the data need to
collect for researchers and then analyzes the data with the tools used to determine the
results' values. This study is completed over a cross-sectional period.
39
CHAPTER 4
4DATA ANALYSIS AND FINDINGS
4.1 Introduction
This chapter mainly discusses the findings and results of data analysis after
the researcher using Statistical Package for the Social Sciences (SPSS). All findings
are recorded in tabular form and use graphics such as pie charts to make the
presentation easy to understand. Moreover, this chapter covers several statistical
measures such as descriptive analysis of respondent demographics, reliability,
validity, normality, variance inflation factor, Pearson correlation, and multiple linear
regression to answer the questions and objectives of the study in Chapter 1.
4.2 Descriptive Analysis
Descriptive analysis is an essential first step when conducting a study and

should always be performed before making inferential statistical comparisons
(Yellapu, 2018). Furthermore, the descriptive analysis includes variables such as
nominal, ordinal, interval, and ratio (Yellapu, 2018).
40
4.2.1 Demographic of Respondent
The researcher took 167 sets of questionnaires answered by the respondents

to analyze the data. Furthermore, the demographic variables of the respondents in
this study consisted of gender, age, occupation, income level, and having or not
having an Android phone in the past or now.
4.2.1.1 Gender
According to the data of Department of Statistics Malaysia (2020), the male

population exceeds females by 16.8 million (male) and 15.9 million (female) in
2020. Therefore, the gender classification standards for the respondents in this study
are male and female. In addition, Table 4 .10 and Figure 4 -4 show the distribution
of respondents' genders. Of the total sample of 167 respondents, male and female
respondents were 31.7% (53) and 68.3% (114), respectively. Thus, these data
indicate that the majority of respondents are females.
Table 4.10 : Gender
Cumulative
Frequency Percent Valid Percent
Percent
Valid Male 53 31.7 31.7 31.7
Female 114 68.3 68.3 100.0
Total 167 100.0 100.0
Source: Output from SPSS.

41
Figure 4-4 : Gender
4.2.1.2 Age
According to the current government legal voting age and the legal
provisions of the Election Offences Act 1954, the researcher set 21 as the standard
starting age for respondents. Therefore, the age range for respondents in this study is
from 21 to 51 years above. Moreover, Table 4 .11 and Figure 4 -5 show the
distribution of respondents' ages. Of the total sample of 167 respondents, 80.2%
(134) respondents were aged 21 to 30 years. Meanwhile, the respondents were aged
31 to 40 years and 41 to 50 years had 13.8% (23) and 4.2% (7). Lastly, the
respondents were aged 51 years and above had 1.8% (3). Thus, these data indicate
that the majority of respondents are aged 21 to 30 years.
42
Table 4.11 : Age
Cumulative
Percent
Valid 21 - 30 134 80.2 80.2 80.2
31 - 40 23 13.8 13.8 94.0
41 - 50 7 4.2 4.2 98.2
51 and above 3 1.8 1.8 100.0
Total 167 100.0 100.0
Figure 4-5 : Age

43
4.2.1.3 Occupation
In this study, the researcher set occupation classifications for respondents as

students, private employees, public employees, and unemployed or retired. Here,
Table 4 .12 and Figure 4 -6 show the distribution of respondents' occupations. Of
the total 167 respondents, 59.9% (100) of the total respondents were students.
Meanwhile, the respondents who belong to private and public employees are 32.9%
(55) and 7.2% (12), respectively. In addition, there are did not have respondents who
were unemployed or retirees. Thus, these data indicate that the majority of
respondents are students.
Cumulative
Percent
Valid Student 100 59.9 59.9 59.9
Private
55 32.9 32.9 92.8
employee
Public
12 7.2 7.2 100.0
employee
Total 167 100.0 100.0

44
Figure 4-6 : Occupation
4.2.1.4 Income level
According to the government's Bantuan Nasional Prihatin 2.0 (BPN 2.0)

financial aid, the researcher set salary standards as below RM 4,000 and RM4,001 to
RM8,000 (Portal Malaysia, 2021). Both of these classifications based on salary
classifications B40 and M40 (Portal Malaysia, 2021). Next, the researcher assessed
the salary classification of RM8000 and above based on the previous salary
classification. Here, Table 4 .13 and Figure 4 -7 show the distribution of
respondents' income levels. Of the total sample of 167 respondents, there are 84.4%
(141) respondents are below RM 4,000, 10.8% (18) respondents are RM 4,001 to
RM 8,000, and have 4.8% (8) respondents at the level of RM 8,001 and above. Thus,
these data indicate that the majority of respondents are at any income level below
RM 4,000.
45
Valid Cumulative
Frequency Percent
Percent Percent
Valid Below RM 4,000 141 84.4 84.4 84.4
RM 4,001 - RM
18 10.8 10.8 95.2
8,000
RM 8,001 and
8 4.8 4.8 100.0
above
Total 167 100.0 100.0
Figure 4-7 : Income Level

46
4.2.1.5 Did you have an Android phone in the past or now?
In this study, the general question play a role in bringing meaningful

information for the researcher to identify further data analysis. Here, Table 4 .14
and Figure 4 -8 have shown the distribution of respondent's responses to the general
question asked. Of the total 167 respondents, 91.6% (153) respondents said they had
an Android phone in the past or now. In contrast, 8.4% (14) respondents said they
did not have an Android phone in the past or currently. Thus, these data indicate that
most respondents have and use Android phones in the past or present.
Table 4.14 : Did you have an Android phone in the past or now?
Cumulative
Percent
Valid 1 153 91.6 91.6 91.6
2 14 8.4 8.4 100.0
Total 167 100.0 100.0

47
Figure 4-8 : Did you have an Android phone in the past or now?
4.3 Reliability Analysis
According to Arof et al. (2018), a Cronbach’s Alpha coefficient equal to or

above 0.70 is acceptable, but equal to or greater than 0.80 and 0.90 is more good and
excellent in the test of reliability. Based on Table 4 .15, Cronbach’s Alpha values
for advertising is 0.786, public relations is 0.774, sales promotion is 0.842, and
personal selling is 0.827. Moreover, Cronbach’s Alpha values for consumer buying
behaviour of Android phone is 0.708. Thus, Table 4 .15 proves that Cronbach’s
Alpha values from all variables are acceptable and good.
Table 4.15 : Reliability Analysis
Cronbach's
Variables N of Items
Alpha
IV1 Advertising .786 4
IV2 Public relations .774 4
IV3 Sales promotion .842 4
IV4 Personal selling .827 4
Consumer buying behaviour of Android

DV .708 4
phone

48
4.4 Validity Analysis
A validity test indicates the extent to which a study instrument or indicator

can measure a reliable variable (Muljaningsih, Multifiah & Galuh, 2018).
Furthermore, validity can be demonstrated by the correlation between the scores of
each indicator with a large number of scores naturally (Sig. <0.05) (Muljaningsih et
al., 2018). Based on Table 4 .16 shows all significant values obtained by Sig. (2-
tailed) from 0.000 < 0.05. Thus, the researcher can conclude that all items are valid
in this study.
Table 4.16 : Validity Analysis
Items Correlation Sig. Description
IV1_A1 0.616 0.000 Valid
IV1_A2 0.698 0.000 Valid
IV1_A3 0.593 0.000 Valid
IV1_A4 0.498 0.000 Valid
IV2_B1 0.693 0.000 Valid
IV2_B2 0.680 0.000 Valid
IV2_B3 0.640 0.000 Valid
IV2_B4 0.580 0.000 Valid
IV3_C1 0.717 0.000 Valid
IV3_C2 0.716 0.000 Valid
IV3_C3 0.727 0.000 Valid
IV3_C4 0.625 0.000 Valid

49
Items Correlation Sig. Description
IV4_D1 0.682 0.000 Valid
IV4_D2 0.693 0.000 Valid
IV4_D3 0.730 0.000 Valid
IV4_D4 0.720 0.000 Valid
DV_E1 0.561 0.000 Valid
DV_E2 0.700 0.000 Valid
DV_E3 0.546 0.000 Valid
DV_E4 0.543 0.000 Valid
4.5 Test of Normality Analysis
The main tests for normality assessment are Kolmogorov-Smirnov (K-S)

test, Shapiro-Wilk test, Cramer-von Mises test, Lilliefors corrected K-S test,
Anderson-Darling test, Jarque-Bera test, D’Agostino-Pearson omnibus test,
D’Agostino skewness test, and Anscombe-Glynn kurtosis test (Ghasemi &
Zahediasl, 2012). Among these tests, the researcher chose to use skewness and
kurtosis to perform data analysis depending on sample size. Skewness is a measure
of the symmetry of distribution, and Kurtosis measures the peak or flatness of a
distribution (Hair et al., 2018, p. 48). According to Griffin & Steinbrecher (2013), the
accepted Skewness range is between -3 to +3 and Kurtosis between ‐10 to +10.
Based on Table 4 .17 show that Skewness was in the range of -1.858 to -0.268. At
50
the same time, Kurtosis was in the range of -0.917 to 4.073. It means that the data of
normality in this study was normal and reliable.
Table 4.17 : Test of Normality Analysis
Std.
N Mean Deviation Skewness Kurtosis
Std. Std.
Statistic Statistic Statistic Statistic Error Statistic Error
Advertising can 167 4.35 .729 -1.131 .188 1.947 .374
effectively influence
consumer behaviour to
buy Android phones.
Advertising can 167 4.28 .710 -1.283 .188 3.937 .374
influence the
preferences of
consumers to buy
Android phones.
Advertising that 167 4.41 .679 -1.201 .188 2.698 .374
contains creative and
compelling elements
can influence the
behaviour of
consumers to buy
Android phones.
Advertising that 167 4.55 .725 -1.858 .188 4.073 .374
focuses on its unique
product features can
influence consumer
behaviour to buy
Android phones.
Various indicators of 167 4.20 .707 -.933 .188 2.161 .374
public relations, such
as social media,
brands, and logos can
influence consumer
behaviour to buy
Android phones.
51
Std.
Std. Std.
Promises made in 167 4.07 .741 -.655 .188 1.042 .374
public relations
activities can influence
the behaviour of
consumer to buy
Android phones.
Public relations 167 3.93 .854 -.742 .188 .469 .374
practitioners who are
willing to provide
additional information
can influence
buy Android phones
with confidence.
Public relations 167 4.02 .748 -1.252 .188 3.699 .374
practitioners who
provide information
honestly can influence
buy Android phones.
The price discounts 167 4.32 .851 -1.552 .188 3.066 .374
offered by sellers can
influence the behaviour
of consumer to buy
Android phones
because it makes them
feel worthwhile to buy.
The price discounts 167 3.99 .966 -.758 .188 -.159 .374
offered by sellers can
influence consumer
behaviour to buy
Android phones,
compared to favourite
brands.
Coupons given by 167 4.06 .903 -.665 .188 -.386 .374
sellers can influence
buy an Android phone
earlier than planned.
52
Std.
Std. Std.
Coupons given by 167 4.07 .785 -.268 .188 -.917 .374
sellers can influence
buy Android phones
that they have never
tried and used before.
A salesperson who is 167 4.16 .860 -.952 .188 .696 .374
good at persuading
can influence
buy Android phones.
A salesperson who has 167 4.14 .821 -.790 .188 .546 .374
good negotiation skills
can influence
buy Android phones.
A salesperson who 167 3.92 .839 -.584 .188 .250 .374
provides multiple-
choice can influence
consumers to buy
Android phones.
A salesperson who is 167 4.14 .778 -1.033 .188 2.143 .374
patient to display
merchandise can
influence consumer
behaviour to buy
Android phones.
Consumer behaviour is 167 4.02 .843 -.657 .188 -.037 .374
more influenced by the
plans set when they
Consumer behaviour is 167 4.17 .864 -1.195 .188 1.674 .374
value and benefits
received when they
53
Std.
Std. Std.
Consumer behaviour is 167 4.04 .884 -.811 .188 .360 .374
more influenced by
their friends and family
when buying Android
phones.
Consumer behaviour is 167 4.34 .734 -.913 .188 .404 .374
more influenced by
reviews and product
information from time
to time when they buy
an Android phone.
Valid N (listwise) 167
4.6 Variance Inflation Factor (VIF)
Variance inflation factor (VIF) is a statistic used to assess collinearity

(Saunders et al., 2016, p. 730). Collinearity is the degree to which two or more
independent variables are related to each other (Saunders et al., 2016, p. 712). It is
also called multicollinearity (Saunders et al., 2016, p. 712). In addition, the large VIF
values such as 10 and above may indicate a high degree of collinearity or
multicollinearity (Saunders et al., 2019, p. 621). As shown in Table 4 .18, the VIF
values obtained based on the collinearity statistics of advertising, public relations,
sales promotion, and personal selling are 1.931, 2.433, 2.103 and 2.097, respectively,
which means that all the obtained VIF values are between 1 and 10. Therefore, it
means no collinearity problems or multicollinearity symptoms occur in this study.
54
Table 4.18 : Variance Inflation Factor
Variables VIF
IV1 Advertising 1.931
IV2 Public relations 2.433
IV3 Sales promotion 2.103
IV4 Personal selling 2.097
4.7 Pearson Correlation Analysis
The researcher found that this study does not have a multicollinearity
problem. In addition, the need to justify multicollinearity is to reduce the severity of
the problem and reduce the influence for the independent variables, coefficients, and
p-values (Frost, n.d.). According to Ratner (2009), correlation coefficients
theoretically assume values in the interval between +1 and -1, including the final
value of +1 or -1. From Table 4 .19Error: Reference source not found, there are
positive values of Pearson Correlation values for each variable. Thus, Table 4 .19
shows that all independent variables (advertising, public relations, sales promotion,
and personal selling) have a significant relationship with the dependent variable
(consumer buying behaviour of Android phone). First, there is a moderate
relationship between advertising and consumer buying behaviour of Android phone
in Malaysia. The correlation coefficient value is 0.482, which is under the range of
the coefficient “± 0.30 to ± 0.70”.
Next, there is a moderate relationship between public relations and consumer

buying behaviour of Android phone in Malaysia. The correlation coefficient value is
55
0.537, which is under the range of the coefficient “± 0.30 to ± 0.70”. In addition,
there is a moderate relationship between sales promotion and consumer buying
behaviour of Android phone in Malaysia. The correlation coefficient value is 0.588,
which is under the range of the coefficient “± 0.30 to ± 0.70”. Finally, there is a
strong relationship between personal selling and consumer buying behaviour of
Android phone in Malaysia. The correlation coefficient value is 0.716, which is
under the range of the coefficient “± 0.70 to ± 1”.
Table 4.19 : Pearson Correlation Analysis
AD PR SP PS CBB
AD Pearson Correlation 1 .669** .540** .555** .482**
Sig. (2-tailed) .000 .000 .000 .000

N 167 167 167 167 167
PR Pearson Correlation .669** 1 .644** .635** .537**
Sig. (2-tailed) .000 .000 .000 .000

N 167 167 167 167 167
SP Pearson Correlation .540** .644** 1 .658** .588**
Sig. (2-tailed) .000 .000 .000 .000

N 167 167 167 167 167
PS Pearson Correlation .555** .635** .658** 1 .716**
Sig. (2-tailed) .000 .000 .000 .000

N 167 167 167 167 167
CBB Pearson Correlation .482** .537** .588** .716** 1
Sig. (2-tailed) .000 .000 .000 .000

N 167 167 167 167 167
**. Correlation is significant at the 0.01 level (2-tailed).

56
4.8 Regression Analysis
4.8.1 Model Summary
The model summary table is used to examine the strength of the relationship
between the dependent variable and the model (IBM, n.d.). Therefore, the researcher
looked at r , R2, and adjusted R2 to evaluate the results. Table 4 .20 shows that r is
0.736, which shows a strong correlation of the independent variable with the
dependent variable. Furthermore, the R2 and adjusted R2 values of 0.541 and 0.530,
respectively, indicate a level of goodness of this regression model. It also means that
the regression model can explain more than 50% of the variance in the dependent
variable (consumer buying behaviour of Android phone).
Table 4.20 : Model Summary
Std. Error of the

Model r R
2
Adjusted R2
Estimate
1 .736a .541 .530 .41713
a. Predictors: (Constant), Personal selling, Advertising, Sales promotion, Public
relations
4.8.2 Analysis of Variance (ANOVA)
Analysis of variance (ANOVA) is an analytical tool. It used to spreads data

values within and between data groups by comparing means (Saunders et al., 2019,
p. 615). Therefore, the researcher looked at the value of F and significance. Here,
Table 4 .21 shows the value of F is 47.757, with a significant value at .000. This
means that the probability of some of the extreme outcomes occurring by chance is
57
less than 0.05. Moreover, this indicates a significant relationship between the
consumer buying behaviour of Android phone with advertising, public relations,
sales promotion and personal selling.
Table 4.21 : ANOVAa
Sum of Mean
df F Sig.
Model Squares Square
1 Regression 33.238 4 8.310 47.757 .000b
Residual 28.187 162 .174
Total 61.426 166
a. Dependent Variable: Consumer buying behaviour of Android phone
b. Predictors: (Constant), Personal selling, Advertising, Sales promotion, Public
relations
4.9 Main Data Analysis
As mentioned in the methodology section, this study used multiple linear

regression analysis to analyze the hypotheses. A hypothesis is a testable statement
that there is a correlation, difference or relationship between independent and
dependent variables (Saunders et al., 2016, p. 717). Thus, the hypothesis results have
stated based on the data in Table 4 .22.
58
Table 4.22 : Coefficientsa
Unstandardized Standardized
Coefficients Coefficients t Sig.
Model B Std. Error Beta
1 (Constant) 1.070 .271 3.948 .000
AD .067 .081 .061 .825 .410
PR .041 .086 .040 .483 .630
SP .144 .065 .171 2.217 .028
PS .494 .070 .544 7.059 .000
a. Dependent Variable: Consumer buying behaviour of Android phone
Hypothesis 1 is a significant relationship between advertising and consumer

buying behaviour of Android phones. As seen in Table 4 .22, the advertising yield
(beta coefficient = 0.061; t-value = 0.825; p-value = 0.410) was a positive coefficient
indicating that as the value of the independent variable increased, the average of the
dependent variable also tended to increase. Therefore, hypothesis 1 is not supported.
It indicates that 6% of advertising have no significant influence on the consumer
buying behaviour of Android phone. However, a previous study by Khanfar (2016)
found that advertising has a significant relationship with the purchase decisions of
mobile service consumers in Zarqa city. The p-value of advertising is 0.000, which
contributes to and influences consumers' buying decisions, and it is also the third-
most variable in terms of influence. Thus, this proves that advertising has a role in
contributing to different research papers, even if not for this study.
Meanwhile, hypothesis 2 is not supported. Hypothesis 2 is a significant

relationship between public relations and consumer buying behaviour of Android
phones. As shown in Table 4 .22, the public relations yield (beta coefficient =
0.040; t-value = 0.483; p-value = 0.630) was a positive coefficient. Thus, it indicates
that 4% of public relations have no significant influence on the consumer buying
behaviour of Android phone. Although the researcher could not prove its
59
contribution to this study, it does not mean that public relations cannot contribute to
other research areas. Based on previous research by Mulia (2019), public relations (p
= 0.000) have a significant relationship with purchasing Ramen products in
Indonesia by applying various public relations metrics such as social media,
branding, and logo. In contrast, a previous study by Nour et al. (2014) showed that
there was no significant influence of public relations on consumer decisions among
shareholders of Jordanian ceramics and glass production companies due to a lack of
attention to public relations activities.
However, hypothesis 3 is supported. Hypothesis 3 is a significant relationship

between sales promotion and consumer buying behaviour of Android phones. Based
on Table 4 .22, the sales promotion yield (beta coefficient = 0.171; t-value = 2.217;
p-value = 0.028) was a positive coefficient. Thus, it indicates that 17% of sales
promotion have a significant influence on the consumer buying behaviour of Android
phone. Moreover, a previous study by Khanfar (2016) also found that sales
promotion had a large t statistic (7.634) with a low probability (p = 0.000). These
results indicate that sales promotion is the most influential variable and contributes to
mobile service consumers' buying decisions in Zarqa city. Therefore, it proves that
sales promotion is an effective promotional strategy to influence consumer buying
behaviour.
Furthermore, hypothesis 4 is a significant relationship between personal

selling and consumer buying behaviour of Android phones. As present in Table
4 .22, the personal selling yield (beta coefficient = 0.544; t-value = 7.059; p-value =
0.000) was a positive coefficient indicating that as the value of the independent
variable increased, the average of the dependent variable also tended to increase.
Therefore, hypothesis 1 is not supported. It indicates that 54% of advertising have a
significant influence on the consumer buying behaviour of Android phone. In
addition, a previous study by Khanfar (2016) also showed that personal selling (p =
0.000) had a significant relationship with its dependent variable. Although personal
selling is not the most influential variable, it still contributes to the buying decisions
of mobile service consumers in Zarqa City. However, personal selling becomes the
most effective promotional strategy to influence consumer buying behaviour in this
study.
60
4.10 Summary of Findings
Hypotheses Result
There is a significant relationship between advertising H1 is not

H1
and consumer buying behaviour of Android phones. supported.
There is a significant relationship between public

H2 is not
H2 relations and consumer buying behaviour of Android
supported.
phones.
There is a significant relationship between sales

H3 promotion and consumer buying behaviour of Android H3 is supported.
phones.
There is a significant relationship between personal

H4 selling and consumer buying behaviour of Android H4 is supported.
phones.
4.11 Summary
This chapter indicates the findings and results after the researcher performed
the data analysis in this study. It has discussed descriptive analysis has been used to
interpret the general information data of the respondents. In addition, this study also
examines a reliability analysis to test the validity of all four independent variables.
Moreover, the researcher analyzed the data using normality, VIF, and Pearson
correlation, model summary and ANOVA to test the strength of the level of
correlation and relationship between all the variables. Finally, this chapter highlights
61
data can be analyzed and interpreted by using multiple linear regression to prove
which independent variables are significant to the dependent variable which is
consumer behaviour to buy Android phone.
62
CHAPTER 5
5DISCUSSION AND CONCLUSION
5.1 Introduction
This chapter primarily reviews the results of previous chapters to conduct a

discussion of the findings and provide recommendations for future research.
Moreover, conclusions were drawn by the researcher for the entire chapter in this
study.
5.2 Discussion
5.2.1 RO 1: To determine the effective promotional strategies that could

influence consumer’s buying behaviour of android phone
Consequently, the researcher has reviewed many previous studies related to

the field to determine the appropriate theory or model used for this study. Some
previous researchers use one or more elements of the promotion mix to determine
how it affects consumer buying behaviour in the marketing area. Hence, the
researcher has determined four promotional strategies, which can influence consumer
buying behaviour for Android phones based on the theory of promotion mix. These
four strategies include advertising, public relations, sales promotion, and personal
selling. Therefore, the researcher is convinced that the promotional strategies of this
study can provide a particularly significant influence on consumer buying behaviour.
63
5.2.2 RO 2: To analyse the extent that the determined promotional strategies

could influence consumer’s buying behaviour of android phone
Based on the findings, it indicates that sales promotion (p = 0.028) and

personal selling (p = 0.000) have an influence to some extent on the consumer
buying behaviour of Android phone. Thus, hypotheses H3 and H4 are supported for
this study. Apart from that, the researcher argues that it may be because promotional
activities can make consumers get the desire to buy and psychological satisfaction
when buying products or services in the market. In addition, the salesperson’s kind
and true personality can also let consumers feel they respect their choice and are
willing to fulfil their requirements during the buying process. Thus, these
promotional strategies are defined to influence consumer buying behaviour, but
personal selling is more effective when compared to sales promotion.
However, the results of advertising (0.410) and public relations (0.630)

indicate that these two promotional strategies are not suitable for influencing
consumer buying behaviour for Android phones. Thus, hypotheses H1 and H2 are
not supported for this study. The researcher argues it may be because most ads
exaggerate the actual performance or functionality of Android phones and thus
mislead viewers into having unrealistic expectations of Android phones. Meanwhile,
declining public relations activity is making consumers lose faith in the credibility
and warranty of Android phones. Despite the results, the researcher still argues these
two promotional strategies have their uses and contributions to other future studies.
5.2.3 RO 3: To examine the most effective promotional strategies that could

highly influence the consumer’s buying behaviour of android phone
Based on the results of the previous chapter, it indicates that personal selling
is the most effective promotional strategy in this study. As already mentioned,
personal selling has a significant relationship with the consumer buying behaviour of
64
Android phone, with a significant value being 0.000, which is less than 0.05.
Therefore, it interprets that consumers will strongly be influenced by this strategy for
buying behaviour on Android phone. Moreover, it can say personal selling is the
most effective promotional strategy because the salesperson can talk directly with
customers face-to-face. The salesperson can use the facial expressions, words and
tone of the consumers to understand, conjecture, and grasp their views and likes of
the specific product. Thus, the salesperson can recommend or influence their
behaviour to buy that particular product.
Meanwhile, sales promotion (p = 0.028) where the second effective strategy.

Its influence is not as powerful as that of personal selling. It is because most of the
sales promotions are focused on aspects of price and quantity. For example, the
marketers say that every consumer must purchase a certain amount to enjoy
discounts such as 20%, 30%, 50%, etc. Furthermore, these sales promotions will
choose to make a series of short-term promotions within a specific period to attract
consumers to buy and gain profits. However, because the promotion activities are
different every time, thus consumers are more willing to wait patiently for suitable
promotion activities and affect their buying behaviour to become conservative. In
comparison, advertising and public relations ranked third and fourth, respectively,
although the significant value of these two strategies exceeded 0.05. Arguably, these
two strategies cannot influence consumer buying behaviour but still contribute to
making for academics and marketers.
5.3 Contribution of the Study
5.3.1 Academic
This study used promotion mix theory to influence consumers' buying

behaviour of Android phones. Here, the theory of promotion mix is based on the
elements of advertising, public relations, sales promotion and personal selling.
Although the researcher achieved only two successful results in these four
independent variables, this research also contributed to the academic field. This
65
contribution includes providing references for future research and some new insights,
such as the reliability and practicability of this theory for consumer purchases of
specific products or services. Moreover, this study proves that sales promotion and
personal selling are effective promotion strategies in consumer buying behaviour
similar to previous studies' results. Furthermore, this study also contributes some
new opportunities for future researchers to deeply define and examine the impact of
advertising and public activities on consumers' buying behaviour. Thus, this study
can contribute to future research to achieve successful and valuable results for
academics in the future.
5.3.2 Marketer
The results show that sales promotion and personal selling can be used as
effective promotion strategies to influence consumers' buying behaviour. This result
can provide marketers with some references to fully utilise the advantages of these
two strategies to compete with other similar industries such as Samsung, Oppo, or
other sectors to obtain substantial profits and performance. Therefore, the researcher
encourages marketers to continuously use, improve or add these two strategies to the
company's marketing strategies. In addition, although advertising and public
relations in this study have failed to show a correlation with consumers' buying
behaviour, it does not mean that marketers need to reduce or no longer use these
promotion strategies. The researcher believes that every promotion strategy has an
equally effective and essential contribution to influencing consumption and buying
behaviour. For example, the effectiveness of these strategies depends on the level of
understanding and practicality of these strategies. Besides that, what products and
services marketers use them for and consumer acceptance also influence these
strategies' effectiveness. The conclusion is that marketers should use these or other
strategies to seek improvement to determine and judge the most effective and most
suitable marketing strategy for the company.
66
5.4 Limitation of the Study
5.4.1 Involvement of certain groups only
The target group of this study is mobile phone users. The results showed that
68.3% of the respondents were female, while the remaining 31.7% were male. Apart
from that, 80.2% of the respondents were in the 21-30 age group, and 19.8% were
aged 31-40, 41-50 and 51 years and above. Both of these factors can influence the
results of consumer buying behaviour on Android phones. This is because females
and young people emphasize beauty and adolescence, such as colour, design, and
appearance, while male and older people value practicality and physical features.
Therefore, the results obtained from this study can only represent the buying
behaviour of a certain group.
5.4.2 Issue of honesty
In this study, some respondents were not honest and severe in answering the
questionnaire, which caused difficulties in data collection and data analysis. This
may affect the results of research on the buying behaviour of Android phones.
According to the research results, only sales promotion and personal selling can be
used as effective promotion strategies to influence the consumer buying behaviour of
Android phones. Therefore, this proves that the respondents' attitude in answering
plays a vital role in influencing the research results.
5.4.3 Small sample size
In this study, the total number of questionnaires distributed was around 200
copies. However, there were only 167 valid questionnaire copies for data collection
67
and data analysis. These 167 valid questionnaires may not represent the entire target
group's buying behaviour, namely mobile phone users, as this study only focused on
mobile phone users in West Malaysia. Therefore, this proves that the respondents'
sample size in surveying plays a essential role in influencing the research final
results.
5.5 Recommendation
In this study, the researcher only tested four independent variables:

advertising, public relations, sales promotion, and personal selling on the consumer
buying behaviour of Android phone. Due to the independent variables in this study
centred solely on the elements in promotion mix theory, the researcher suggested that
future research could take other relevant theories to study how they influence
consumer buying behaviour on a specific product or service. Meanwhile, the model
created in this study may not be as functionally used to investigate the consumer's
buying behaviour. Therefore, the researcher recommends that future research require
an additional model and need more variables to do similar studies. Finally, the
researcher recommends that future researchers design a simple and easy to
understand questionnaire for the respondents so that the respondents will answer
based on their understanding. Then, the study results will be more acceptable and
achieve higher validity to avoid a similar output in future research.
5.6 Conclusion
In conclusion, this study has achieved the objective of examining the

effective promotional strategies that influence the consumer buying behaviour of
Android phone in Malaysia. Four promotional strategies were identified and studied
in this study were is advertising, public relations, sales promotion and personal
selling. Based on the results of this study, it can be concluded that sales promotion
68
and personal selling of the promotion mix are correlated with consumer buying
behaviour. However, the researcher needs to refine advertising and public relations
strategies that fail to show a significant relationship with the dependent variable.
Moreover, the researcher suggests that future research should investigate strategies
that profoundly influence consumers when they purchase products or services to help
marketers use effective strategies to influence and retain consumers and thus increase
profits for companies. Finally, this study will also contribute to future academics or
marketers who want to do research-related fields by providing more profound
insight.
69
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78
APPENDICES
APPENDIX A
Questionnaire
79
SECTION A:
SECTION
Demographic B:
Promotional Strategies
Background
that
BAHAGIAN Influence
A: Latar the
Belakang
Consumer Demografi Buying
Behaviour of Android
Please
Phone select your correct
answer.
BAHAGIAN (Sila pilih
B: jawapan
Strategi
yang betul.)
promosi yang mempengaruhi
tingkah laku
Dear respondents, pembelian
pengguna telefon Android
1) GENDER /
JANTINA I am Choy Chee
Please circle the answer
Kwan, a final year student
that best matches your
who Male is undertaking a
point of view to indicate
program in Bachelor of
your degree of agreement.
Female
Technology Management
(Sila bulatkan jawapan yang
(High
paling sesuai dengan Technology
pandangan
Marketing)
anda at Universiti
untuk menunjukkan tahap
2)
Teknikal
persetujuan AGE / UMUR
Malaysia
anda.) Melaka
(UTeM).
Please 21 - indicate
30 whether
(Sila nyatakan
I amsama ada):
conducting a
31 - 40
Final Year Project that
1 =41Strongly
about - 50 theDisagree effective
(Sangat Tidak Setuju)
promotional strategies to
=51Disagree
2influenceand above (Tidak
the Setuju)
consumer
3buying
= Neutralbehaviour
(Berkecuali) of
4Android
= Agree (Setuju)
phone in
5Malaysia.
3)= Strongly Agree
OCCUPATION
The (Sangat /
main
Setuju)
PEKERJAAN
purpose is to examine the
most effective
A.Student
ADVERTISING / PENGIKLANAN
promotional strategies that
could highly
Private influence the
employee
Advertising is a marketing communication technology used by marketers or
consumer’s buying
advertisers to
Public employee deliver their messages to customers.
behaviour of an Android
Iklan adalah teknologi komunikasi pemasaran yang digunakan oleh pemasar atau pengiklan
phone.
untuk menyampaikan
Unemployed pesan mereka kepada pelanggan.
or retired
I want to invite
you toAdvertising
participate incan this effectively influence
4) INCOME
consumer LEVEL
behaviour
research project by to buy Android phones.
/ A1
TAHAP PENDAPATAN
Iklan dapat mempengaruhi tingkah laku pengguna
answering all these
dengan berkesan untuk membeli telefon Android.
questions.
Below RM 4,000 The
questionnaire consists of
three
RM(3) sections.
Advertising
4,001 – RMcan Section
influence the preferences of
8,000
AA2 is consumers
the respondent's
to buy Android phones.
RMIklan
8,001dapat
demographic and above
background.
mempengaruhi pilihan pengguna untuk
membeli telefon
Section B is about the Android.
promotional strategies that
5) Advertising
Did the
you have that
an contains creative and
influence consumer
Androidcompelling elements can influence the
buying phone in the pastof
behaviour
behaviour
or present? / Adakah ofanda
consumers to buy Android
A3
Yesphones.
/ Ya
Iklan yang mengandungi unsur-unsur kreatif dan
80
B. PUBLIC RELATIONS / PERHUBUNGAN AWAM
Public relations is a communication process, where the activity aims to

influence the community's opinion to behave, debate, and behave according to
communicators' needs.
Perhubungan awam adalah proses komunikasi, di mana kegiatan tersebut bertujuan
mempengaruhi pendapat masyarakat untuk berkelakuan, berdebat, dan berperilaku sesuai
dengan keperluan komunikator.
Various indicators of public relations, such

as social media, brands, and logos can
B1 Android phones. 1 2 3 4 5
Pelbagai petunjuk hubungan masyarakat, seperti
media sosial, jenama, dan logo dapat mempengaruhi
tingkah laku pengguna untuk membeli telefon
Android.
Promises made in public relations activities
can influence the behaviour of consumer to
B2 buy Android phones. 1 2 3 4 5
Janji yang dibuat dalam aktiviti perhubungan awam
dapat mempengaruhi tingkah laku pengguna untuk
membeli telefon Android.
Public relations practitioners who are
willing to provide additional information
can influence consumer behaviour to buy
B3 Android phones with confidence. 1 2 3 4 5
Pengamal perhubungan awam yang bersedia
memberikan maklumat tambahan dapat
mempengaruhi tingkah laku pengguna untuk
membeli telefon Android dengan yakin.
Public relations practitioners who provide
information honestly can influence
B4 phones. 1 2 3 4 5
Pengamal perhubungan awam yang memberikan
maklumat dengan jujur dapat mempengaruhi tingkah
laku pengguna untuk membeli telefon Android.
3
81
C. SALES PROMOTION / PROMOSI JUALAN
Sales promotion is a set of stimuli that are presented alternately and also seeks
to strengthen propaganda activities to buy specific products.
Promosi penjualan adalah sekumpulan rangsangan yang disajikan secara bergantian dan juga
bertujuan untuk memperkuat aktiviti propaganda untuk membeli produk tertentu.
The price discounts offered by sellers can

influence the behaviour of consumer to buy
Android phones because it makes them feel
C1 worthwhile to buy. 1 2 3 4 5
Potongan harga yang ditawarkan oleh penjual dapat
membeli telefon Android kerana membuat mereka
merasa berbaloi untuk membeli.
The price discounts offered by sellers can
Android phones, compared to favourite
C2 brands. 1 2 3 4 5
Potongan harga yang ditawarkan oleh penjual dapat
membeli telefon Android, berbanding dengan
jenama kegemaran.
Coupons given by sellers can influence
consumer behaviour to buy an Android
phone earlier than planned.
C3 Kupon yang diberikan oleh penjual dapat 1 2 3 4 5
membeli telefon Android lebih awal dari yang
dirancang.
Coupons given by sellers can influence
consumer behaviour to buy Android phones
that they have never tried and used before.
C4 Kupon yang diberikan oleh penjual dapat 1 2 3 4 5
membeli telefon Android yang tidak pernah mereka
cuba dan guna sebelumnya.
4
82
D. PERSONAL SELLING / JUALAN PERIBADI
Personal selling is a sales method in which salespeople communicate directly

with their customers or consumers, which may contribute to executing the
actual sales.
Penjualan peribadi adalah kaedah penjualan di mana jurujual berkomunikasi secara langsung
dengan pelanggan atau pengguna mereka, yang dapat menyumbang untuk melaksanakan
penjualan yang sebenarnya.
A salesperson who is good at persuading

can influence consumer behaviour to buy
D1 Android phones. 1 2 3 4 5
Jurujual yang pandai memujuk dapat
membeli telefon Android.
A salesperson who has good negotiation
skills can influence consumer behaviour to
D2 buy Android phones. 1 2 3 4 5
Jurujual yang mempunyai kemahiran perundingan
yang baik dapat mempengaruhi tingkah laku
pengguna untuk membeli telefon Android.
A salesperson who provides multiple-
choice can influence consumers to buy
D3 Android phones. 1 2 3 4 5
Jurujual yang memberikan pelbagai pilihan dapat
mempengaruhi pengguna untuk membeli telefon
Android.
A salesperson who is patient to display
merchandise can influence consumer
D4 behaviour to buy Android phones. 1 2 3 4 5
Jurujual yang sabar untuk menunjukkan barang
dagangan dapat mempengaruhi tingkah laku
pengguna untuk membeli telefon Android.
5
83
SECTION C: Consumer Buying Behaviour

BAHAGIAN C: Tingkah Laku Membeli Pengguna
E. CONSUMER BUYING BEHAVIOUR / TINGKAH LAKU MEMBELI

PENGGUNA
Consumer buying behaviour represents the physical, mental, and emotional

activity of people perform to meet their own needs and wants while selecting,
buying and disposing of a given product or service.
Tingkah laku membeli pengguna mewakili aktiviti fizikal, mental, dan emosi orang melakukan
untuk memenuhi keperluan dan kehendak mereka sendiri semasa memilih, membeli dan
membuang produk atau perkhidmatan tertentu.
Consumer behaviour is more influenced by

the plans set when they buy an Android
E1 phone. 1 2 3 4 5
Tingkah laku pengguna lebih dipengaruhi oleh
rancangan yang ditetapkan ketika mereka membeli
telefon Android.
the value and benefits received when they
E2 buy an Android phone. 1 2 3 4 5
Tingkah laku pengguna lebih dipengaruhi oleh nilai
dan faedah yang diterima ketika mereka membeli
telefon Android.
their friends and family when buying
E3 Android phones. 1 2 3 4 5
Tingkah laku pengguna lebih dipengaruhi oleh rakan
dan keluarga mereka ketika membeli telefon
Android.
reviews and product information from time
E4 to time when they buy an Android phone. 1 2 3 4 5
Tingkah laku pengguna lebih dipengaruhi oleh
ulasan dan maklumat produk dari semasa ke semasa
ketika mereka membeli telefon Android.
6
84
Appendix B
Tests of Normality
Kolmogorov-Smirnova Shapiro-Wilk
Statistic df Sig. Statistic df Sig.
Advertising can effectively .292 167 .000 .758 167 .000
influence consumer
behaviour to buy Android
phones.
Advertising can influence .259 167 .000 .743 167 .000
the preferences of
consumers to buy Android
phones.
Advertising that contains .309 167 .000 .733 167 .000
creative and compelling
elements can influence the
behaviour of consumers to
buy Android phones.
Advertising that focuses on .391 167 .000 .649 167 .000
its unique product features
can influence consumer
phones.
Various indicators of public .273 167 .000 .776 167 .000
relations, such as social
media, brands, and logos
phones.
Promises made in public .276 167 .000 .814 167 .000
relations activities can
influence the behaviour of
consumer to buy Android
phones.
Public relations .294 167 .000 .838 167 .000
practitioners who are willing
to provide additional
information can influence
consumer behaviour to buy
Android phones with
confidence.
85
Public relations .335 167 .000 .756 167 .000

practitioners who provide
information honestly can
influence consumer
phones.
The price discounts offered .286 167 .000 .739 167 .000
by sellers can influence the
behaviour of consumer to
buy Android phones
because it makes them feel
worthwhile to buy.
The price discounts offered .245 167 .000 .838 167 .000
by sellers can influence
Android phones, compared
to favourite brands.
Coupons given by sellers .228 167 .000 .831 167 .000
behaviour to buy an
Android phone earlier than
planned.
Coupons given by sellers .215 167 .000 .828 167 .000
phones that they have
never tried and used
before.
A salesperson who is good .240 167 .000 .810 167 .000
at persuading can influence
Android phones.
A salesperson who has .236 167 .000 .821 167 .000
good negotiation skills can
influence consumer
phones.
A salesperson who .270 167 .000 .851 167 .000
provides multiple-choice
can influence consumers to
buy Android phones.
86
A salesperson who is .271 167 .000 .794 167 .000

patient to display
merchandise can influence
Android phones.
Consumer behaviour is .267 167 .000 .832 167 .000
plans set when they buy an
Android phone.
value and benefits received
when they buy an Android
phone.
more influenced by their
friends and family when
buying Android phones.
more influenced by reviews
and product information
from time to time when they
a. Lilliefors Significance Correction

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i

EFFECTIVE PROMOTIONAL STRATEGIES TO INFLUENCE

THIS REPORT IS SUBMITTED AS PART OF THE REQUIREMENTS FOR

FACULTY OF TECHNOLOGY MANAGEMENT AND

Thirdly, I would like to express my deep gratitude to Miss Johanna Binti

Keywords: Advertising, Public relations, Sales promotion, Personal selling,

Kata kunci: Iklan, Perhubungan awam, Promosi penjualan, Penjualan peribadi,

1.1 Background of Research 1

1.2 Problem Statement 3

1.3 Research Questions 4

1.4 Research Objectives 4

1.5 Scope and Limitation of the Research 5

1.5.1 Scope of the Study

1.5.2 Limitations of the Study

1.6 Significant of the Research 6

1.7 Research Gap 6

1.8 Motivation of the Research 7

2.2 Promotion Mix 8

2.3 Definition of Consumer Buying Behaviour 9

2.4 Review of Literature for All Studied Variables 9

2.4.1 Dependent Variable

2.4.2 Independent Variables

2.5 Theoretical Framework and Its Components 13

2.6 Hypotheses Development 14

2.6.1 The Relationship Between Advertising and

2.6.2 The Relationship Between Public Relations and

2.6.3 The Relationship Between Sales Promotion and

2.6.4 The Relationship Between Personal Selling and

3.2 Research Design 18

3.2.1 Descriptive Research Design

3.2.2 Explanatory Research Design

3.3 Methodological Choice 19

3.3.1 Quantitative Research Method

3.4 Sampling Design 20

3.4.1 Target Population

3.4.2 Sampling Techniques

3.4.3 Sample Size

3.5 Data Collection Methods 22

3.5.1 Primary Data

3.5.2 Secondary Data

3.6 Research Strategy 23

3.6.1 Survey Research

3.6.2 Questionnaire Design

3.7 Measurement of Scales 24

3.7.1 Nominal Scale

3.7.2 Ordinal Scale

3.7.3 Interval Scale

3.8 Measurement of Constructs 30

3.9 Research Framework 31

3.10 Scientific Canons 32

3.10.2 Internal Validity

3.10.3 Pilot Test

3.11 Data Analysis Tools 34

3.11.1 Pearson Correlation Coefficient Analysis

3.11.2 Multiple Linear Regression Analysis

3.12 Time Horizon 36

4 DATA ANALYSIS AND FINDINGS 38

4.2 Descriptive Analysis 38

4.2.1 Demographic of Respondent

4.3 Reliability Analysis 46

4.4 Validity Analysis 47