ABSTRACT
Tiktok is an application that allows videos to be uploaded to the virtual world so easily. The
TikTok application is an application developed by the ByteDance company in China in 2017
(Barta et al., 2023). The application initially allows users to create a short video, usually edited
with a background song, and the video can be edited by using or inserting a filter to make it look
more attractive. The application also provides background music of various genres that can be
included in videos uploaded to the user account. 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 a brand in
various situations, meanwhile brand recall is the ability to memorize or catch up with the brand.
Tiktok is seen by online merchants as an effective marketing tool nowadays by online merchants
to provide awareness of their brand. As such, this study aimed to investigate the impact of brand
awareness and brand recall on the purchase intention of youths. This was accomplished in a more
thorough manner since multitude of brands that we may find in TikTok. According to Krejcie
and Morgan (1970), 384 participants will be sample size for the entire population. The
outcomes --- This study provides the general public with a comprehensive grasp of the online
purchase trend among Tiktok users in Malaysia.
Keywords: Tiktok, Brand Awareness, Brand Recall, Purchase Intention
ACKNOWLEDGEMENT
Alhamdulillah. Thanks to Allah SWT, with His blessing me with good health and giving me this
chance to complete this research. Firstly, I would like to express my deepest gratitude to Dr
Jeniza, which is my supervisor for MBAO6663 of Asia Metropolitan University, for the
cooperation and sharing the valuable information, suggestions and guidance in the compilation
and preparation throughout conducting this dissertation. Next, I would like to deeply thank the
parties that had been supporting me from day one which are my parents, families, and others for
their cooperation, encouragement, constructive suggestion and full support for this report
completion. Furthermore, I would like to profoundly thank all of my friends and everyone who
had been supporting and assisted me during the progress. Last but not least, I would like to
sincerely thank the entrepreneurs that had given full commitment and cooperation in giving
information and helping me to become respondents during data collection process. Without their
help, the completion of this research will become impossible.
TABLE OF CONTENTS
Page
EXAMINATION CERTIFICATE ii
AUTHOR’S DECLARATION iii
ABSTRACT iv
ACKNOWLEDGEMENT v
TABLE OF CONTENTS vi
LIST OF TABLES ix
LIST OF FIGURES x
LIST OF ABBREVIATIONS xi
CHAPTER ONE: INTRODUCTION 1
1.1 Overview – Done 1
1.2 Background of Study - Done 1
1.3 Problem Statement – Done 3
1.4 Research Questions – Done 4
1.5 Research Objectives – Done 5
1.6 Scope of Study – Done 5
1.7 Significance of Study – Done 5
1.8 Research Outline 10
1.9 Summary – TBA 11
CHAPTER TWO: LITERATURE REVIEW 12
2.1 Introduction 12
2.2 Definition of Terms, Terminology and Concepts - TBA 12
2.2.1 Brand Awareness 00
2.2.2 Brand Recall 00
2.2.3 Purchase Intention 00
2.3 Relationship between Brand Awareness and Purchase Intention 17
2.4 Relationship between Brand Recall and Purchase Intention 19
2.5 Adoption Theory – Consumer Behaviour Theory 22
2.6 Conceptual Framework – Done 27
2.7 Hypotheses Development – Done 28
2.8 Summary 36
CHAPTER THREE: RESEARCH METHODOLOGY 37
3.1 Introduction 37
3.2 Research design 37
3.3 Unit/Level of Analysis 37
3.4 Sample size 38
3.5 Sampling technique 38
3.6 Measurement/Instrumentation 39
3.7 Data collection 45
3.8 Data analysis 45
3.9 Pilot Study 49
3.10 Summary 52
CHAPTER FOUR: FINDINGS AND ANAYLYSIS 53
4.1 Introduction 53
4.2 Data Cleaning 53
4.3 Compute 54
4.4 Profile of respondents 54
4.5 Goodness of measure 58
4.6 Testing of Assumptions 62
4.7 Hypothesis Testing / Finding by Objectives 65
4.8 Summary 69
CHAPTER FIVE: DISCUSSION AND CONCLUSION 70
5.1 Introduction 70
5.2 Recapitulation of Study 70
5.3 Discussion of Findings 72
5.4 Implications of Study 82
5.5 Recommendations 85
5.6 Limitations 87
5.7 Conclusion 89
REFERENCES 91
APPENDICES 102
AUTHOR’S PROFILE 133
LIST OF TABLES
Tables Title Page
Table 3.1 Questionnaire Design 39
Table 3.2 Measurement of Variables 41
Table 3.3 Summary of Research Objectives, Variables Involved and Method of Analysis
That Were Used 45
Table 3.4 The Strength of r value 47
Table 3.5 The Critical Values for Evaluating Mahalanobis Distance Values 48
Table 3.6 Summary of Reliability of Cronbach’s Alpha 50
Table 3.7 Result for Reliability Test50
Table 3.8 Result for Normality Test 51
Table 4.1 Profile of Respondents 55
Table 4.2 Factor Analysis Rotated Component Matrix (After Items
Deleted) 59
Table 4.3 Cronbach’s Alpha Score for Realibility Test 62
Table 4.4 Test of Normality 63
Table 4.5 Test of Linearity 64
Table 4.6 Mean and Std. Deviation 65
Table 4.7 Score Scale Levels 65
Table 4.8 The Correlation between Variables 66
Table 4.9 Multiple Regression Analysis 67
Table 4.10 Summary of Research Objectives and Hypothesis 69
LIST OF FIGURES
Figures Title Page
Figure 2.1 E-adoption Ladder 21
Figure 2.2 Technology Organization Environment Framework 23
Figure 2.3 Conceptual Framework of Relationship between TOE factors on E-
commerce Adoption Among SMEs 27
LIST OF ABBREVIATIONS
Abbreviations
SME Small Medium Enterprises
TOE Technological, Organizational, Environmental
DOI Diffusion of Innovation
SME Corp Small Medium Enterprise Corporation
GDP Gross Domestic Product
IS Information System
B2B Business To Business
B2C Business To Consumer
ICT Information Communication Technology
MATRADE The Malaysia External Trade Development Corporation
DFTZ Digital Free Trade Zone
NeSR National e-commerce Strategic Roadmap
OECD Organisation for Economic Co-operation and
Development
GLCs Government-Linked Companies
MNCs Multinational Corporations (MNCs)
EPU Economic Planning Unit
