Brand loyalty among generation z towards samsung products in Malaysia

Chey, Xin Hui (2024) Brand loyalty among generation z towards samsung products in Malaysia. Final Year Project, UTAR.

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Abstract

The research study is developed to investigate the brand loyalty among Generation Z towards Samsung products in Malaysia. The main concern of this study will be around the identifies factors includes brand image, perceived quality, perceived value, and brand personality influencing brand loyalty of Generation Z towards Samsung products in Malaysia. There are four hypotheses constructed in order to study and generate comprehensive result. The target respondents in the study are Generation Z in Malaysia. In addition, 190 sets of valid questionnaires were collected and being analysed by using Statistical Package for Social Science (SPSS) version 29. The researcher adopted Multiple Linear Regression. Moreover, prior of the inferential analysis, the results of reliability test (Cronbach’s Alpha) indicated that the measurement scales were consistent and reliable in measuring the proposed constructs. According to results generate from Multiple Linear Regression, independent variables (brand image, and perceived quality) indicating a significant relationship to brand loyalty. Lastly, there are few limitations that hinder the research to be conducted effectively were identified and recommendations are presented to propose beneficial suggestions for further studies to be conducted

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