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Influence of social media food advertisement factors on consumers' purchase intention in Seri Kembangan, Selangor

Online shopping has become a new normal in Malaysia during the COVID-19 pandemic. More people tend to purchase food and groceries through social media and shopping online platforms. This study aimed to identify the influence of social media food advertisements factors on consumers’ purchase intentio...

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Main Authors: Zainal Badari, Shamsul Azahari, Kei, Goh Mei, Goh, Mei Kei
Format: Article
Published: Human Resource Management Academic Research Society 2022
Online Access:http://psasir.upm.edu.my/id/eprint/101907/
https://hrmars.com/index.php/IJARBSS/article/view/15197/Influence-of-Social-Media-Food-Advertisement-Factors-on-Consumers-Purchase-Intention-in-Seri-Kembangan-Selangor
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spelling my.upm.eprints.1019072023-06-17T22:42:52Z http://psasir.upm.edu.my/id/eprint/101907/ Influence of social media food advertisement factors on consumers' purchase intention in Seri Kembangan, Selangor Zainal Badari, Shamsul Azahari Kei, Goh Mei Goh, Mei Kei Online shopping has become a new normal in Malaysia during the COVID-19 pandemic. More people tend to purchase food and groceries through social media and shopping online platforms. This study aimed to identify the influence of social media food advertisements factors on consumers’ purchase intention in Seri Kembangan, Selangor. The study was conducted in Seri Kembangan, Selangor with 200 respondents chosen by convenience sampling. Data collection has been done through an online platform. The results showed that age, household income, household size, and education level influenced consumers' purchase intention towards food advertisements on social media. Marketing factors such as price and quality perception were not significantly related to the purchase intention of consumers (p>0.05), while convenience perception was significantly related to consumers’ purchase intention (P<0.05) when it comes to food advertisements on social media. In conclusion, convenience perception is the only marketing factor that influences the purchase intention of consumers after viewing food advertisements on social media. Thus, this study can create awareness among consumers on the factors that influence food product purchasing and help marketers/food sellers by understanding the factors of food advertisements towards consumer purchase intention. Human Resource Management Academic Research Society 2022 Article PeerReviewed Zainal Badari, Shamsul Azahari and Kei, Goh Mei and Goh, Mei Kei (2022) Influence of social media food advertisement factors on consumers' purchase intention in Seri Kembangan, Selangor. International Journal of Academic Research in Business and Social Sciences, 12 (10). 79 - 97. ISSN 2222-6990 https://hrmars.com/index.php/IJARBSS/article/view/15197/Influence-of-Social-Media-Food-Advertisement-Factors-on-Consumers-Purchase-Intention-in-Seri-Kembangan-Selangor 10.6007/IJARBSS/v12-i10/15197
institution Universiti Putra Malaysia
building UPM Library
collection Institutional Repository
continent Asia
country Malaysia
content_provider Universiti Putra Malaysia
content_source UPM Institutional Repository
url_provider http://psasir.upm.edu.my/
description Online shopping has become a new normal in Malaysia during the COVID-19 pandemic. More people tend to purchase food and groceries through social media and shopping online platforms. This study aimed to identify the influence of social media food advertisements factors on consumers’ purchase intention in Seri Kembangan, Selangor. The study was conducted in Seri Kembangan, Selangor with 200 respondents chosen by convenience sampling. Data collection has been done through an online platform. The results showed that age, household income, household size, and education level influenced consumers' purchase intention towards food advertisements on social media. Marketing factors such as price and quality perception were not significantly related to the purchase intention of consumers (p>0.05), while convenience perception was significantly related to consumers’ purchase intention (P<0.05) when it comes to food advertisements on social media. In conclusion, convenience perception is the only marketing factor that influences the purchase intention of consumers after viewing food advertisements on social media. Thus, this study can create awareness among consumers on the factors that influence food product purchasing and help marketers/food sellers by understanding the factors of food advertisements towards consumer purchase intention.
format Article
author Zainal Badari, Shamsul Azahari
Kei, Goh Mei
Goh, Mei Kei
spellingShingle Zainal Badari, Shamsul Azahari
Kei, Goh Mei
Goh, Mei Kei
Influence of social media food advertisement factors on consumers' purchase intention in Seri Kembangan, Selangor
author_facet Zainal Badari, Shamsul Azahari
Kei, Goh Mei
Goh, Mei Kei
author_sort Zainal Badari, Shamsul Azahari
title Influence of social media food advertisement factors on consumers' purchase intention in Seri Kembangan, Selangor
title_short Influence of social media food advertisement factors on consumers' purchase intention in Seri Kembangan, Selangor
title_full Influence of social media food advertisement factors on consumers' purchase intention in Seri Kembangan, Selangor
title_fullStr Influence of social media food advertisement factors on consumers' purchase intention in Seri Kembangan, Selangor
title_full_unstemmed Influence of social media food advertisement factors on consumers' purchase intention in Seri Kembangan, Selangor
title_sort influence of social media food advertisement factors on consumers' purchase intention in seri kembangan, selangor
publisher Human Resource Management Academic Research Society
publishDate 2022
url http://psasir.upm.edu.my/id/eprint/101907/
https://hrmars.com/index.php/IJARBSS/article/view/15197/Influence-of-Social-Media-Food-Advertisement-Factors-on-Consumers-Purchase-Intention-in-Seri-Kembangan-Selangor
_version_ 1769844426518036480
score 13.211869

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