CORAK PEMBELIAN PRODUK BERASASKAN HERBA DI MALAYSIA (Buying Patterns of Herbal-Based Products in Malaysia)

Authors

  • Sarina Ismail School of Maritime Business & Management Universiti Malaysia Terengganu, Malaysia
  • Sany Sanuri Mohd. Mokhtar School of Business Management UUM College of Business Universiti Utara Malaysia, Malaysia

DOI:

https://doi.org/10.32890/ijms2017.24.1.5

Keywords:

Corak pembelian, Produk berasaskan herba, Pensampelan kuota, Mall intersep, Malaysia

Abstract

Penggunaan herba semakin mendapat tempat dalam kehidupan masyarakat moden pada masa ini dan sering digunakan sebagai perubatan alternatif. Terdapat peningkatan pembelian produk berasaskan herba dalam pasaran sama ada keluaran tempatan mahupun antarabangsa. Akan tetapi, bagaimanakah caranya untuk usahawan industri herba menjadi lebih berdaya saing dalam memasarkan produk berasaskan tanpa mengetahui corak pembelian? Corak pembelian dianggap penting dan dapat membantu usahawan untuk mengetahui persoalan berkaitan dengan apa, di mana, bagaimana, dan berapa banyak pembelian untuk sesuatu produk? Lantaran itu, ianya dapat membantu usahawan dalam proses penentuan campuran pemasaran serta memastikan kelangsungan jangka hayat perniagaan, kepuasan hati para pelanggan dan juga mengenal pasti keberkesanan strategi pemasaran. Dalam menentukan pensampelan kajian, kajian ini menguna pakai kaedah pensampelan kuota untuk menentukan jumlah populasi, manakala kaedah mall intersep digunakan sebagai salah satu kaedah pengumpulan data, pemilihan kaedah ini dibuat adalah untuk mendapatkan kepelbagaian karakter responden. Dapatan kajian menunjukkan bahawa corak pembelian produk berasaskan herba terdiri daripada pembeli sering membeli produk pemakanan kesihatan berbanding produk yang lain serta membeli di kedai yang menjual produk berasaskan herba berbanding lokasi pembelian yang lain. Para pembeli juga didapati lebih mempercayai maklumat yang disampaikan oleh rakan-rakan berbanding saluran maklumat yang lain. Hasil daripada analisis ini juga menunjukkan bahawa pembeli lelaki lebih kerap membeli dan lebih lama menggunakan produk berasaskan herba berbanding pembeli wanita.
 
Kata Kunci: Corak pembelian; Produk berasaskan herba; Pensampelan kuota; Mall intersep; Malaysia.

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Published

27-07-2017

Issue

Vol. 24 No. 1 (2017): International Journal of Management Studies (IJMS) Vol. 24, No. 1 June 2017

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Articles

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Identifiers DOI 10.32890/ijms2017.24.1.5