Table 1 shows that the demographic reveals that 52.1% of the participants are female and 47.9% are male. 42.5% of the respondents are from the age group of 18 to 24 years old, while the least contribution of the respondents to the questionnaire survey is from the age group of 45 years and above, which is 7.7%. 70.6% of the respondents are from Malay ethnicity, while the least group of respondents’ ethnicities is Indian, which is 9.6%. Most of the respondent's education level are bachelor's degree which is 37.4%, meanwhile the lowest group of respondents 3.2% is PhD level. Most of the respondents are students with percentage of 37.7% and the lowest is a group of retired people with 3.8%. Single status dominates the percentage of marital status of respondents which is 60.7%, while the lowest is divorced status with 6.7%.
Based on the diagram, the crosstabulation of gender and education level for 313 individuals (150 males, 163 females). Females outnumber males in higher education, with more bachelor’s (68 vs. 49) and master’s degrees (21 vs. 18), while males dominate at the PhD (7 vs. 3) and SPM levels (24 vs. 16). Diploma holders are nearly equal (52 males, 55 females), highlighting gender variations in educational attainment.
Based on the diagram, the crosstabulation of age groups and employment status among 313 individuals. The largest group consists of students aged 18-24 (90). While full-time employment is most common among individuals aged 25-34 (46). Part-time employment and self-employment are observed more frequently among individuals aged 25-44 (a combined 21 and 22, respectively). Unemployment is highest in the 25-34 age group (10), whereas retirement is only observed among those aged 45 and above (3). This diagram highlights variations in employment patterns across different age groups, with younger individuals predominantly being students and older individuals showing greater diversity in employment statuses.
The table presents the crosstabulation of education level and marital status among 313 individuals. Single individuals (190) constitute the largest group, followed by those who are married (102) and divorced (21). Among single individuals, most have a bachelor’s degree (90), while married individuals are predominantly found at the master’s level (25). Divorce rates are slightly higher for individuals with a master’s degree (7) compared to other education levels. PhD holders are exclusively married (10). The data highlights the relationship between education levels and marital status, with bachelor’s and diploma holders dominating the single group and higher education levels associated with marriage.
The crosstabulation of 313 people's marital status and ethnicity is shown in the table. The majority of Malays, who make up the largest ethnic group (221), are single (163), married (51), and divorced (7). Of the 62 people in the Chinese group, 35 are married, compared to 15 who are single or 12 who are divorced. The smallest group (30) is Indians, who are mostly married (16), single (12), and divorced (2). The research shows that whereas marriage is more evenly distributed among the other ethnic groups, Malays are the most likely to be unmarried.
The table shows the crosstabulation of education level and employment status among 313 individuals. Those with a bachelor's degree form the largest group (117), with the majority being students (68), followed by full-time employment (25). Diploma holders (107) are mainly employed full-time (43) or students (35). Individuals with SPM (40) and master's degrees (39) are distributed among various employment categories, with SPM holders mostly students (10) or employed full-time (13), while master's degree holders are primarily married (25). The smallest group, PhD holders (10), is largely retired (4). The data highlights the relationship between education and employment outcomes.
The p-value less than 0.5 indicates a positive and significant item connection. Relationships between items are negative and not significant if the p-values are greater than 0.05.
H1: Brand experience significantly related to brand loyalty.
H2: Brand experience significantly related to brand love.
H3: Brand experience significantly related to brand trust.
H4: Brand experience significantly related to brand prestige.
H5: Brand love significantly related to brand loyalty.
H6: Brand trust significantly related to brand loyalty.
H7: Brand prestige significantly related to brand loyalty.
The research reveals that brand experience, brand love, brand trust, and brand prestige are independent variables that have robust internal consistency. The Cronbach's Alpha values for these variables are 0.670, 0.620, 0.293, and 0.314, respectively. The bootstrapping analysis reveals significant relationships between these independent variables and brand loyalty. Brand experience is the most influential factor, with a high path coefficient of 0.528, indicating a strong positive impact on brand loyalty. Brand trust and prestige also show positive relationships with brand loyalty, while brand love remains statistically significant.
Brand experience is identified as the most critical driver of brand loyalty, with the highest path coefficient and robust t-statistic. Positive interactions and emotional connections fostered through brand experiences are essential for cultivating customer loyalty. Brand trust and prestige also play important roles, but their relative impacts are less significant compared to brand experience.
In conclusion, brand experience is a crucial element in nurturing brand loyalty, highlighting the need for brands to prioritize consistent and positive interactions to build long-term loyalty. Brand management efforts should focus on enhancing brand experience alongside trust and prestige to foster deeper engagement and loyalty among customers.