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The study of factors affecting behaviour digital marketing among University Malaysia Kelantan student’s

All throughout the world, digital marketing is becoming a regular part of daily life. In January 2021, 4.66 billion people, or 59.5% of the world's population, accessed the internet (Statista, 2021). As a result, business owners use a very proactive strategy to research the online consumer'...

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Main Authors: Mohamad Hakim Abdul Mukti, Ng Si Wei, Nor Izzati Johari, Nurul Hamizah Zaini
Format: Undergraduate Final Project Report
Language:English
Published: 2024
Online Access:http://discol.umk.edu.my/id/eprint/14048/1/SAK10.pdf
http://discol.umk.edu.my/id/eprint/14048/
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spelling my.umk.eprints.140482024-04-02T03:05:04Z http://discol.umk.edu.my/id/eprint/14048/ The study of factors affecting behaviour digital marketing among University Malaysia Kelantan student’s Mohamad Hakim Abdul Mukti Ng Si Wei Nor Izzati Johari Nurul Hamizah Zaini All throughout the world, digital marketing is becoming a regular part of daily life. In January 2021, 4.66 billion people, or 59.5% of the world's population, accessed the internet (Statista, 2021). As a result, business owners use a very proactive strategy to research the online consumer's behaviour, offer better goods and services, and maintain client relationships via digital channels. The problem from this study is, the findings of the previous study show that the attitude and intention to buy is not much influenced by the validity of the source of influence. Furthermore, the findings of this study show that influencers who endorse a product without having a deep understanding of the product directly oppose their followers' positive purchase intentions. The purpose of this study to examine the study of factors affecting behaviour digital marketing among University Malaysia Kelantan students. This study contained Performance expectancy, effort expectancy & facilitating conditions as the factor that affecting behaviour digital marketing. The method was used in this study is quantitative research study will be conducted online with 150 respondents among University Malaysia Kelantan students. For the findings, performance expectancy, effort expectancy and facilitating conditions have positive relationship with behaviour digital marketing. The data analysis was used are descriptive analysis, a reliability and validity test, and hypotheses testing followed by PLS-SEM algorithm and Bootstrapping. The Originality of the study, an experience study based on the behavior of Malaysia Kelantan University students in digital marketing. This paper is intended to see if the factors chosen by the researcher affect the behavior of Malaysia Kelantan University students related to digital marketing nowadays. 2024-01-22 Undergraduate Final Project Report NonPeerReviewed text en http://discol.umk.edu.my/id/eprint/14048/1/SAK10.pdf Mohamad Hakim Abdul Mukti and Ng Si Wei and Nor Izzati Johari and Nurul Hamizah Zaini (2024) The study of factors affecting behaviour digital marketing among University Malaysia Kelantan student’s. Final Year Project thesis, University 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 All throughout the world, digital marketing is becoming a regular part of daily life. In January 2021, 4.66 billion people, or 59.5% of the world's population, accessed the internet (Statista, 2021). As a result, business owners use a very proactive strategy to research the online consumer's behaviour, offer better goods and services, and maintain client relationships via digital channels. The problem from this study is, the findings of the previous study show that the attitude and intention to buy is not much influenced by the validity of the source of influence. Furthermore, the findings of this study show that influencers who endorse a product without having a deep understanding of the product directly oppose their followers' positive purchase intentions. The purpose of this study to examine the study of factors affecting behaviour digital marketing among University Malaysia Kelantan students. This study contained Performance expectancy, effort expectancy & facilitating conditions as the factor that affecting behaviour digital marketing. The method was used in this study is quantitative research study will be conducted online with 150 respondents among University Malaysia Kelantan students. For the findings, performance expectancy, effort expectancy and facilitating conditions have positive relationship with behaviour digital marketing. The data analysis was used are descriptive analysis, a reliability and validity test, and hypotheses testing followed by PLS-SEM algorithm and Bootstrapping. The Originality of the study, an experience study based on the behavior of Malaysia Kelantan University students in digital marketing. This paper is intended to see if the factors chosen by the researcher affect the behavior of Malaysia Kelantan University students related to digital marketing nowadays.
format Undergraduate Final Project Report
author Mohamad Hakim Abdul Mukti
Ng Si Wei
Nor Izzati Johari
Nurul Hamizah Zaini
spellingShingle Mohamad Hakim Abdul Mukti
Ng Si Wei
Nor Izzati Johari
Nurul Hamizah Zaini
The study of factors affecting behaviour digital marketing among University Malaysia Kelantan student’s
author_facet Mohamad Hakim Abdul Mukti
Ng Si Wei
Nor Izzati Johari
Nurul Hamizah Zaini
author_sort Mohamad Hakim Abdul Mukti
title The study of factors affecting behaviour digital marketing among University Malaysia Kelantan student’s
title_short The study of factors affecting behaviour digital marketing among University Malaysia Kelantan student’s
title_full The study of factors affecting behaviour digital marketing among University Malaysia Kelantan student’s
title_fullStr The study of factors affecting behaviour digital marketing among University Malaysia Kelantan student’s
title_full_unstemmed The study of factors affecting behaviour digital marketing among University Malaysia Kelantan student’s
title_sort study of factors affecting behaviour digital marketing among university malaysia kelantan student’s
publishDate 2024
url http://discol.umk.edu.my/id/eprint/14048/1/SAK10.pdf
http://discol.umk.edu.my/id/eprint/14048/
_version_ 1795294625315946496
score 13.211869

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