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Influencing factors of purchase intention among generation Y: a case study on Shopee

This case study was conducted to deliver detailed investigation on factors influencing purchase intention of generation Y in Shopee e-commerce. This study had attained the objectives to determine the how Shopee could influence their behaviour to the purchase intention. Some researchers found that so...

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Main Author: Nisa Nurhanisah Maderi
Format: MBA/DBA Final Project Report
Language:English
Published: 2023
Online Access:http://discol.umk.edu.my/id/eprint/13681/1/Nisa%20Nurhanisah.pdf
http://discol.umk.edu.my/id/eprint/13681/
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spelling my.umk.eprints.136812023-12-17T06:51:30Z http://discol.umk.edu.my/id/eprint/13681/ Influencing factors of purchase intention among generation Y: a case study on Shopee Nisa Nurhanisah Maderi This case study was conducted to deliver detailed investigation on factors influencing purchase intention of generation Y in Shopee e-commerce. This study had attained the objectives to determine the how Shopee could influence their behaviour to the purchase intention. Some researchers found that social media, relative advantage, ease of use, cost1 and awareness will influence purchase intention with the indirect effect of attitude. Purchase intentions are frequently measured and used by marketing managers as an input for decisions about new and existing products and services. For the finding of this study, I found that Shopee has several issues that should be focused on and solved. The company will advance more successfully with the help of those with strong problem-solving skills. It is inevitable that those who lack the skills to solve problems would suggest ineffective solutions to important business problems, suggestions that either fail to address the root of the problem or even make it worse. Besides, solutions from this case study stated that Shopee has been improve their business by implemented good strategy. Shopee operators should also target dominant hedonic aspects and create a high quality of website content to create fun and excitement to online customers since perceived ease of use, perceived usefulness, and perceived value have the most critical factors to influence online purchase intention. The results of this study show that Shopee use a variety of methods and solutions, including a push strategy and a pull approach, to boost customer loyalty. Moreover, the observations and suggestions for future studies also have been included in this study as a recommendation for Shopee operators and online retailers to improve the innovative online marketing strategy and references for future studies to observe more analysis of online purchase intention scopes through other retail sector, generation, nation, and race. In order to gain sales, it is vital to determine the factors influencing purchase intention in Shopee e-commerce among consumers. 2023 MBA/DBA Final Project Report NonPeerReviewed text en http://discol.umk.edu.my/id/eprint/13681/1/Nisa%20Nurhanisah.pdf Nisa Nurhanisah Maderi (2023) Influencing factors of purchase intention among generation Y: a case study on Shopee. Masters thesis, Universiti Malaysia Kelantan. (Submitted)
institution Universiti Malaysia Kelantan
building Perpustakaan Universiti Malaysia Kelantan
collection Institutional Repository
continent Asia
country Malaysia
content_provider Universiti Malaysia Kelantan
content_source UMK Institutional Repository
url_provider http://umkeprints.umk.edu.my/
language English
description This case study was conducted to deliver detailed investigation on factors influencing purchase intention of generation Y in Shopee e-commerce. This study had attained the objectives to determine the how Shopee could influence their behaviour to the purchase intention. Some researchers found that social media, relative advantage, ease of use, cost1 and awareness will influence purchase intention with the indirect effect of attitude. Purchase intentions are frequently measured and used by marketing managers as an input for decisions about new and existing products and services. For the finding of this study, I found that Shopee has several issues that should be focused on and solved. The company will advance more successfully with the help of those with strong problem-solving skills. It is inevitable that those who lack the skills to solve problems would suggest ineffective solutions to important business problems, suggestions that either fail to address the root of the problem or even make it worse. Besides, solutions from this case study stated that Shopee has been improve their business by implemented good strategy. Shopee operators should also target dominant hedonic aspects and create a high quality of website content to create fun and excitement to online customers since perceived ease of use, perceived usefulness, and perceived value have the most critical factors to influence online purchase intention. The results of this study show that Shopee use a variety of methods and solutions, including a push strategy and a pull approach, to boost customer loyalty. Moreover, the observations and suggestions for future studies also have been included in this study as a recommendation for Shopee operators and online retailers to improve the innovative online marketing strategy and references for future studies to observe more analysis of online purchase intention scopes through other retail sector, generation, nation, and race. In order to gain sales, it is vital to determine the factors influencing purchase intention in Shopee e-commerce among consumers.
format MBA/DBA Final Project Report
author Nisa Nurhanisah Maderi
spellingShingle Nisa Nurhanisah Maderi
Influencing factors of purchase intention among generation Y: a case study on Shopee
author_facet Nisa Nurhanisah Maderi
author_sort Nisa Nurhanisah Maderi
title Influencing factors of purchase intention among generation Y: a case study on Shopee
title_short Influencing factors of purchase intention among generation Y: a case study on Shopee
title_full Influencing factors of purchase intention among generation Y: a case study on Shopee
title_fullStr Influencing factors of purchase intention among generation Y: a case study on Shopee
title_full_unstemmed Influencing factors of purchase intention among generation Y: a case study on Shopee
title_sort influencing factors of purchase intention among generation y: a case study on shopee
publishDate 2023
url http://discol.umk.edu.my/id/eprint/13681/1/Nisa%20Nurhanisah.pdf
http://discol.umk.edu.my/id/eprint/13681/
_version_ 1787141532500885504
score 13.211869

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