Staff View: The influence of online advertising in enhancing consumer’s purchase intention / Natassya Muhammad Redza

The influence of online advertising in enhancing consumer’s purchase intention / Natassya Muhammad Redza

The objective of this study was to examine the influence of online advertising in enhancing consumer purchase intention. The technology acceptance model and the theory of reasoned action were employed to develop the conceptual framework. Four factors, website design effectiveness, website security a...

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Bibliographic Details
Main Author:	Muhammad Redza, Natassya
Format:	Student Project
Language:	English
Published:	Faculty of Business and Management 2015
Subjects:	Marketing research. Marketing research companies. Sales forecasting Consumer behavior. Consumers' preferences. Consumer research. Including consumer profiling Advertising
Online Access:	http://ir.uitm.edu.my/id/eprint/27454/1/PPb_NATASSYA%20MUHAMMAD%20REDZA%20BM%20M%2015_5.pdf http://ir.uitm.edu.my/id/eprint/27454/
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id	my.uitm.ir.27454
record_format	eprints
spelling	my.uitm.ir.274542020-04-13T17:05:01Z http://ir.uitm.edu.my/id/eprint/27454/ The influence of online advertising in enhancing consumer’s purchase intention / Natassya Muhammad Redza Muhammad Redza, Natassya Marketing research. Marketing research companies. Sales forecasting Consumer behavior. Consumers' preferences. Consumer research. Including consumer profiling Advertising The objective of this study was to examine the influence of online advertising in enhancing consumer purchase intention. The technology acceptance model and the theory of reasoned action were employed to develop the conceptual framework. Four factors, website design effectiveness, website security and privacy effectiveness, brand recognition and social media were tested. Data were gathered from 100 respondents of PETRONAS’s employees using the stratified sampling method and multiple regression analysis was conducted to analyze the data. The results revealed that social media was the most dominant factors that influence consumers’ purchase intention, followed by brand recognition and subjective norm. The practical implications of this study were discussed. Faculty of Business and Management 2015 Student Project NonPeerReviewed text en http://ir.uitm.edu.my/id/eprint/27454/1/PPb_NATASSYA%20MUHAMMAD%20REDZA%20BM%20M%2015_5.pdf Muhammad Redza, Natassya (2015) The influence of online advertising in enhancing consumer’s purchase intention / Natassya Muhammad Redza. [Student Project] (Unpublished)
institution	Universiti Teknologi Mara
building	Tun Abdul Razak Library
collection	Institutional Repository
continent	Asia
country	Malaysia
content_provider	Universiti Teknologi Mara
content_source	UiTM Institutional Repository
url_provider	http://ir.uitm.edu.my/
language	English
topic	Marketing research. Marketing research companies. Sales forecasting Consumer behavior. Consumers' preferences. Consumer research. Including consumer profiling Advertising
spellingShingle	Marketing research. Marketing research companies. Sales forecasting Consumer behavior. Consumers' preferences. Consumer research. Including consumer profiling Advertising Muhammad Redza, Natassya The influence of online advertising in enhancing consumer’s purchase intention / Natassya Muhammad Redza
description	The objective of this study was to examine the influence of online advertising in enhancing consumer purchase intention. The technology acceptance model and the theory of reasoned action were employed to develop the conceptual framework. Four factors, website design effectiveness, website security and privacy effectiveness, brand recognition and social media were tested. Data were gathered from 100 respondents of PETRONAS’s employees using the stratified sampling method and multiple regression analysis was conducted to analyze the data. The results revealed that social media was the most dominant factors that influence consumers’ purchase intention, followed by brand recognition and subjective norm. The practical implications of this study were discussed.
format	Student Project
author	Muhammad Redza, Natassya
author_facet	Muhammad Redza, Natassya
author_sort	Muhammad Redza, Natassya
title	The influence of online advertising in enhancing consumer’s purchase intention / Natassya Muhammad Redza
title_short	The influence of online advertising in enhancing consumer’s purchase intention / Natassya Muhammad Redza
title_full	The influence of online advertising in enhancing consumer’s purchase intention / Natassya Muhammad Redza
title_fullStr	The influence of online advertising in enhancing consumer’s purchase intention / Natassya Muhammad Redza
title_full_unstemmed	The influence of online advertising in enhancing consumer’s purchase intention / Natassya Muhammad Redza
title_sort	influence of online advertising in enhancing consumer’s purchase intention / natassya muhammad redza
publisher	Faculty of Business and Management
publishDate	2015
url	http://ir.uitm.edu.my/id/eprint/27454/1/PPb_NATASSYA%20MUHAMMAD%20REDZA%20BM%20M%2015_5.pdf http://ir.uitm.edu.my/id/eprint/27454/
_version_	1685650274801156096
score	13.211869

The influence of online advertising in enhancing consumer’s purchase intention / Natassya Muhammad Redza

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