KESAN PENGGUNAAN PERCAMPURAN KOD DALAM IKLAN KE ATAS PERSEPSI PENGGUNA TERHADAP PRODUK

SHARIFAH NUR FAIZAH, WAN FAUZI (2020) KESAN PENGGUNAAN PERCAMPURAN KOD DALAM IKLAN KE ATAS PERSEPSI PENGGUNA TERHADAP PRODUK. Masters thesis, UNIVERSITI MALAYSIA SARAWAK.

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Abstract

This study focuses on the effect of the use of code mixing in advertisements on consumer perceptions of products. The use of mixing in advertising is becoming more widespread. This is because it is one of the marketing strategies nowadays. The objective of this study is to study the effect of the use of code mixing in laptop advertisements on perceptions of advertisements, the effect of the use of code mixing in laptop advertisements on perceptions of products and the impact of code mixing in laptop advertisements on consumer preferences on products. A total of 100 students at Universiti Malaysia Sarawak were selected as respondents. Data were obtained by screening the statistical software system of each Statistical Package for the Social Science (SPSS) and distributing questionnaires to respondents. The results of the study showed that the respondents showed a positive perception of advertisements and products that use code mixing, consumers' preferences for the product.

Item Type: Thesis (Masters)
Additional Information: Thesis (MSC) -- Universiti Malaysia Sarawak, 2020.
Uncontrolled Keywords: marketing strategies, Universiti Malaysia Sarawak, Statistical Package
Subjects: P Language and Literature > PN Literature (General)
Divisions: Academic Faculties, Institutes and Centres > Faculty of Language & Communication
Depositing User: Dan
Date Deposited: 16 Mar 2021 02:20
Last Modified: 16 Mar 2021 02:20
URI: http://ir.unimas.my/id/eprint/34850

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