Shopee is a leading e-commerce platform in Southeast Asia and Taiwan (Haryani Ngah, 2017). It is a platform that provides online buying and selling services that facilitate interaction between sellers and buyers. In addition, Shopee provides secure payment support and strong logistics options. According to Keller (2013), brand awareness is by enhancing brand habits through repeated exposure, i.e. in general it is effective for brand recognition and brand remembering. This means the more consumers have the experience of seeing the brand, listening, or thinking about it, the more likely consumers are to list the brand in their mind. According to Wu, Yeh, and Hsiao (2011), purchase intentions indicate the possibility that consumers will plan or are willing to buy certain products or services in the future. An increase in purchasing intentions reflects an increase in purchasing opportunities. This paper will discuss the findings of a study on Shopee brand awareness and the intention to purchase. There are two specific objectives namely the first; to identify the relationship between remembering the Shopee brand and the intention to purchase at Shopee, and second; to identify the relationship between Shopee brand recognition and intention to purchase at Shopee. This study uses quantitative methods. Questionnaires are distributed online to university students throughout Malaysia. A total of 152 respondents answered the questionnaire. The results of this study found that brand awareness that is able to remember and identify the Shopee brand has a relationship with the intention to buy at Shopee.
Daie, who has credibility in communicating and utilizing YouTube as a medium of da'wah delivery is seen to raise students' moral awareness. Nevertheless, there is a question of the aspect of Daie's credibility and attractiveness in increasing the morality of university students. A survey of 351 students from Universiti Utara Malaysia (UUM) was conducted. Credibility and attractive instruments were taken from the TEARS model by Shimp (2000). Moral instruments are modified from Prihatini, Mardapi, and Sutrisno (2013) to measure the morals of university students from moral dimensions to Allah and the Prophet, morals to themselves and the surrounding areas, and morals to the environment. The results showed that there was a positive and significant relationship between Daie's credibility towards the awareness of moral changes in Allah and the Prophet with the value of r=0.295, morals towards themselves and the surrounding areas with the value of r=0.292, and morality towards the environment with r=0.315. The findings also showed that there is a positive and significant relationship between the attractiveness of preachers towards the awareness of moral changes in Allah and the Prophet with the value of r=0.252, morals towards themselves and the surrounding areas with the value of r=0.267, and morality towards the environment with r=0.138. In conclusion, a Daie YouTube who is credible and attractive as a preacher can increase the tendency of the younger generation to gain knowledge related to religion and encourage younger generations especially university students to strive in improving their morality. Keywords: YouTube, Morale, Credibility, Daie, TEARS
Instagram is an application that allows photos and videos to be uploaded to the virtual world so easily. Instagram derived from the word instant and telegram was founded by Kevin Systrom and Mike Krieger in 2010. In addition to allowing photos and videos to be uploaded, Instagram also allows the sharing of photos or videos directly to Facebook, Flickr and Twitter. Because of this facility, merchants began marketing their products using Instagram to allow photos or videos of their products to be uploaded to the virtual world and witnessed by their followers. Traders hope that the frequency of uploading information through pictures and videos about the product will make their followers aware and remember the brand of their product. It is the main goal of online merchants for their brand to be noticed and mentioned always among its users. Brand awareness is the ability of consumers to recognize and recall a brand in various situations. Instagram is seen by as an effective marketing tool nowadays by online merchants to provide awareness of their brand. As such, the paper discusses the effectiveness of using Instagram and brand awareness in marketing products online to its followers. The brand under study is the Hijab Galeria brand. The research method is quantitative, namely the distribution of questionnaires online. The results of the study found that the use of Instagram affects the awareness of the Hijab Galeria brand among its users. Keywords: Instagram, Brand Awareness, Brand Recognition, Brand Recall
Facebook is a social media network site that was introduced by a student at Harvard University in 2004, Mark Zuckerberg. In 2020, Facebook is still at the top of the list of the most popular social media networks in Malaysia, which is 91.7% of all Internet users in Malaysia. Facebook actually experienced a decrease in users this year from 2018. Despite experiencing a slight decrease in Internet users of Facebook since previous years, Facebook is still seen as an active social media platform in Malaysia. Facebook is the best social media for friends and acquaintances no matter old or new acquaintances. In addition, Facebook can deliver a wide area reach and a high frequency of sending messages to the target segment at a low cost. Because of these characteristics, that advertisers expand their social networks and are also the choice to market and deliver messages about their products. This paper will discuss the research conducted on the advertising of Sobella Cosmetics products on Facebook by looking in terms of information search, entertainment, social interaction and brand awareness. The research method used is quantitative, which is by distributing questionnaires online to respondents among Sobella product users to obtain information. The results of the study found that the majority of respondents agreed that Sobella ads on Facebook can provide information that helps them, in addition the ads also contain entertainment features, allowing them to socialize and interact with each other also with the founder of Sobella and last but not least increase their awareness of the Sobella brand.
Current development in the usage of media and the Internet proved that community members are increasingly exposed to various gadgets and media applications, which undoubtedly can have positive and negative impacts on their lives. Yet, despite interest in and the emergence of examples of inspirational community engagement and the increasing usage of media among citizens, relatively little is known about the scale as well as the ecosystems of the emerging media literacy of Malaysian rural citizens. The objective of this research is to identify the important elements in conducting community engagement on media literacy programs in the rural community. A program which is called “Community Engagement on Media Literacy” (CE: ML) has been designed to assist the community members in utilizing the media in their daily lives. This program is a collaboration between faculty members and students of a university and committee members of a mosque in the northern district of Malaysia. The community selected is one large community area in the northern state containing about 3,000 members. This area is unique since it covers rural and sub-urban areas containing seven villages and five structured residential areas of low-to-middle-income families. Researchers were directly involved with the media literacy program, hence get a better chance to observe the processes of CE: ML. The program took two months to be completed, from February until April 2019. Altogether, 18 activities have been conducted, which mostly involved school children and youth ranging from 6 to 18 years old. Based on observation method, 15 elements of CE: ML ecosystem have been identified, namely Coordination, Communication, Contents Creation, Stakeholders Support, Location, Supporting Facilities, Targeted audience and their willingness to participate, Funding and Costing, Risk, Scheduling, Spirit of Volunteerism, Development of Soft skills, Multi-racial and International Unity, Training of trainers and Visibility and promotion of programs. At the time of the implementation, CE: ML was designed on double helix collaboration, merging two actors – university and the local community. Hence, based on the actual experience, CE: ML program can be improved to be extended to “quintuple helix” collaboration involving the university, government, private sector, local community, and the environment.
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