The influence of social media towards purchase intention among UMK Pengkalan Chepa students.
Social media marketing offering businesses an interactive platform to interact with consumers in building the brands, and loyalty that beyond what traditional methods can offer in the past. Various studies have been conducted on the purchase intention but none of the factors which can potentially in...
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| Format: | MBA/DBA Final Project Report |
| Language: | English |
| Published: |
2020
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| Online Access: | http://discol.umk.edu.my/id/eprint/10042/1/Wan%20Nursyazwani%20bt%20Dato%E2%80%99Wan%20Adzlan.pdf http://discol.umk.edu.my/id/eprint/10042/ |
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| Summary: | Social media marketing offering businesses an interactive platform to interact with consumers in building the brands, and loyalty that beyond what traditional methods can offer in the past. Various studies have been conducted on the purchase intention but none of the factors which can potentially influence Purchase Intention towards UMK Pengkalan Chepa students. This research has identified various factors, categorized into three antecedents, such as Perceived Usefulness, Perceived Ease of Use and Subjective Norm which could determine the Purchase Intention towards UMK Pengkalan Chepa students. A research framework is developed based on the previous studies on antecedents of purchase intention. This research applies a quantitative methodological approach by using a survey method. The data are collected from a sample of 130 social media users in UMK Pengkalan Chepa. Descriptive analysis, Pearson Correlation analysis, and Regression analysis were conducted in order to test the proposed research framework. The results of this empirical research demonstrate that the Perceived Usefulness, Perceived Ease of Use and Subjective Norm are significantly related to the purchase intention towards UMK Pengkalan Chepa students. Moreover, this research also revealed that the most important factor that influences the purchase intention is Subjective Norm. |
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