Majid, Muhammad and Ramli, Mohamad Faizal and Badyalina, Basri and Roslan, Azreen and Che Mohd Hashim, Azreen Jihan and Mohd Nadzri, Wan Nadiah (2023) Consumer Purchase Decision in The Malaysian Retail Market: A Study of RM 2 Stores. International Journal of Management Studies (IJMS), 30 (1). pp. 93-120. ISSN 2180-2467

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Abstract

This study aimed to investigate factors that influence consumer purchase decision in Malaysian single-priced stores, which are also popularly known as RM2 stores. The study considered six factors that could affect purchase decision in RM2 stores, namely, corporate social responsibility (CSR), sales promotion, social media marketing, perceived value, store environment, and service quality. A quantitative research methodology was employed through a survey using questionnaires administered to 550 customers of the RM2 stores. The data gathered was then analysed through SPSS method to calculate the validity and reliability of the measurement items and to verify the impact of six independent variables on purchase decision. Based on the results, CSR, sales promotion, perceived value, and service quality had significant positive effects on purchase decision, while social media marketing and store environment proved to be insignificant. Among all the factors, perceived value had the strongest influence on purchase decision. The findings are important in assisting RM2 store retailers to understand the factors that affect consumer purchase decision which could help in improving sales. This study complements the current literature and addresses existing research gaps with regard to the linkages between factors that influence consumer purchase decision in Malaysian single-priced stores.

Item Type:	Article
Uncontrolled Keywords:	Corporate social responsibility, sales promotion, perceived value, social media marketing, store environment, RM2 stores, service quality
Subjects:	H Social Sciences > HF Commerce
Divisions:	College of Business
Depositing User:	Mrs Nurin Jazlina Hamid
Date Deposited:	05 Mar 2023 09:34
Last Modified:	05 Mar 2023 09:34
URI:	https://repo.uum.edu.my/id/eprint/29246

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