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Determinant of the intention to use marketing analytics for SMEs performance among east coast region of Malaysian entrepreneurs

The spread of the use of marketing analytics has led to a positive perception of Social Media Marketing Analytics among SMEs, especially in the East Coast region of Malaysia (ECRM) and created a potential impact on business performance. The widespread embrace of social media marketing has changed th...

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Main Authors: Ashraf Danieal Johari, Dhiviya Mogana Kumar, Julianah Julkepli, Noor Syahidah Mursyidah Mohd Sharif, Muhammad Hafizam Ismail
Format: Undergraduate Final Project Report
Language:English
Published: 2024
Online Access:http://discol.umk.edu.my/id/eprint/14112/1/SAK48.pdf
http://discol.umk.edu.my/id/eprint/14112/
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spelling my.umk.eprints.141122024-04-22T08:31:27Z http://discol.umk.edu.my/id/eprint/14112/ Determinant of the intention to use marketing analytics for SMEs performance among east coast region of Malaysian entrepreneurs Ashraf Danieal Johari Dhiviya Mogana Kumar Julianah Julkepli Noor Syahidah Mursyidah Mohd Sharif Muhammad Hafizam Ismail The spread of the use of marketing analytics has led to a positive perception of Social Media Marketing Analytics among SMEs, especially in the East Coast region of Malaysia (ECRM) and created a potential impact on business performance. The widespread embrace of social media marketing has changed the way businesses promote themselves, with small businesses enjoying a huge advantage as a result. The primary objectives were to examine the impact of technology factors (TF) and SMEs performance (SP), to investigate the relationship between organizational factors (OF) and SP and, to assess the influence of environmental factors (EF) and SP in the ECRM. The researcher focuses on the relationship between the independent variables (technological, organizational, and, environmental) and dependent variables (SMEs performances). This study uses a quantitative methodology to study the behavior, views, and intentions of SMEs entrepreneurs in the ECRM, regarding their understanding of the use of marketing analytics on SP using the online questionnaires in Google Forms. A total of 400 respondents participated in this study. The analysis utilized the Statistical Package for the Social Science (SPSS) version 26, encompassing the descriptive analysis, reliability analysis, normality testing, spearman correlation, multi-linear regression, and hypothesis testing. The result revealed a positive and significant relationship between TF, OF, and EF and SP in the ECRM. The findings revealed that all the hypotheses were accepted. For the future work, it is suggested to apply the qualitative data as the other methods for collecting the data. It is known to support the results of the study. 2024-02-10 Undergraduate Final Project Report NonPeerReviewed text en http://discol.umk.edu.my/id/eprint/14112/1/SAK48.pdf Ashraf Danieal Johari and Dhiviya Mogana Kumar and Julianah Julkepli and Noor Syahidah Mursyidah Mohd Sharif and Muhammad Hafizam Ismail (2024) Determinant of the intention to use marketing analytics for SMEs performance among east coast region of Malaysian entrepreneurs. 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 The spread of the use of marketing analytics has led to a positive perception of Social Media Marketing Analytics among SMEs, especially in the East Coast region of Malaysia (ECRM) and created a potential impact on business performance. The widespread embrace of social media marketing has changed the way businesses promote themselves, with small businesses enjoying a huge advantage as a result. The primary objectives were to examine the impact of technology factors (TF) and SMEs performance (SP), to investigate the relationship between organizational factors (OF) and SP and, to assess the influence of environmental factors (EF) and SP in the ECRM. The researcher focuses on the relationship between the independent variables (technological, organizational, and, environmental) and dependent variables (SMEs performances). This study uses a quantitative methodology to study the behavior, views, and intentions of SMEs entrepreneurs in the ECRM, regarding their understanding of the use of marketing analytics on SP using the online questionnaires in Google Forms. A total of 400 respondents participated in this study. The analysis utilized the Statistical Package for the Social Science (SPSS) version 26, encompassing the descriptive analysis, reliability analysis, normality testing, spearman correlation, multi-linear regression, and hypothesis testing. The result revealed a positive and significant relationship between TF, OF, and EF and SP in the ECRM. The findings revealed that all the hypotheses were accepted. For the future work, it is suggested to apply the qualitative data as the other methods for collecting the data. It is known to support the results of the study.
format Undergraduate Final Project Report
author Ashraf Danieal Johari
Dhiviya Mogana Kumar
Julianah Julkepli
Noor Syahidah Mursyidah Mohd Sharif
Muhammad Hafizam Ismail
spellingShingle Ashraf Danieal Johari
Dhiviya Mogana Kumar
Julianah Julkepli
Noor Syahidah Mursyidah Mohd Sharif
Muhammad Hafizam Ismail
Determinant of the intention to use marketing analytics for SMEs performance among east coast region of Malaysian entrepreneurs
author_facet Ashraf Danieal Johari
Dhiviya Mogana Kumar
Julianah Julkepli
Noor Syahidah Mursyidah Mohd Sharif
Muhammad Hafizam Ismail
author_sort Ashraf Danieal Johari
title Determinant of the intention to use marketing analytics for SMEs performance among east coast region of Malaysian entrepreneurs
title_short Determinant of the intention to use marketing analytics for SMEs performance among east coast region of Malaysian entrepreneurs
title_full Determinant of the intention to use marketing analytics for SMEs performance among east coast region of Malaysian entrepreneurs
title_fullStr Determinant of the intention to use marketing analytics for SMEs performance among east coast region of Malaysian entrepreneurs
title_full_unstemmed Determinant of the intention to use marketing analytics for SMEs performance among east coast region of Malaysian entrepreneurs
title_sort determinant of the intention to use marketing analytics for smes performance among east coast region of malaysian entrepreneurs
publishDate 2024
url http://discol.umk.edu.my/id/eprint/14112/1/SAK48.pdf
http://discol.umk.edu.my/id/eprint/14112/
_version_ 1797549937896980480
score 13.211869

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