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Transforming and sustaining SMEs Amid MCO through social media marketing: a study on Farhan Bina Teguh Enterprise

The purpose of this study is to investigate how the Social Media Marketing Transforming and Sustaining Smes Amid MCO, in this world of digitalization, digital marketing is a worldwide trend that used in an organization or any institutions even in education. Digital marketing refers to digital ads, s...

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Main Author: Jamil, Nur Alisya
Format: Thesis
Language:English
Published: 2022
Subjects:
H Social Sciences (General)
Online Access:http://eprints.utm.my/id/eprint/102334/1/NurAlisyaJamilMAHIBS2022.pdf
http://eprints.utm.my/id/eprint/102334/
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spelling my.utm.1023342023-08-21T08:09:59Z http://eprints.utm.my/id/eprint/102334/ Transforming and sustaining SMEs Amid MCO through social media marketing: a study on Farhan Bina Teguh Enterprise Jamil, Nur Alisya H Social Sciences (General) The purpose of this study is to investigate how the Social Media Marketing Transforming and Sustaining Smes Amid MCO, in this world of digitalization, digital marketing is a worldwide trend that used in an organization or any institutions even in education. Digital marketing refers to digital ads, such as search engines, blogs, social media, email and smartphone applications, offered by digital platforms. Amid the MCO many businesses face caused massive dislocation among small businesses just several weeks after its onset. Many businesses had temporarily closed and only essentials business operate partially or not fully capacity. This study is focus on selected SMEs company in Food and Beverages (F&B) sector which is an essential business. Mix method are used in data collection and nonprobability sampling techniques was adopted in this study. The data analysis methods are descriptive analysis, Reliability test, Normality test, Multiple Regression test and T-test analysis adopted in this research. The questionnaires were distributed through media social. The aim of the study is to explore the marketing issues on Farhan Bina Teguh Enterprise related to awareness and preferences, to analyse the consumers’ awareness and preferences through digital marketing on social media amid MCO, and to identify the relationship of consumers’ awareness and preferences towards purchase intention. This paper allows SMEs to effectively incorporate and adopt digital marketing as a tool in its business plan and to understand the competitive market effectiveness of digital marketing. 2022 Thesis NonPeerReviewed application/pdf en http://eprints.utm.my/id/eprint/102334/1/NurAlisyaJamilMAHIBS2022.pdf Jamil, Nur Alisya (2022) Transforming and sustaining SMEs Amid MCO through social media marketing: a study on Farhan Bina Teguh Enterprise. Masters thesis, Universiti Teknologi Malaysia, Azman Hashim International Business School. http://dms.library.utm.my:8080/vital/access/manager/Repository/vital:147756
institution Universiti Teknologi Malaysia
building UTM Library
collection Institutional Repository
continent Asia
country Malaysia
content_provider Universiti Teknologi Malaysia
content_source UTM Institutional Repository
url_provider http://eprints.utm.my/
language English
topic H Social Sciences (General)
spellingShingle H Social Sciences (General)
Jamil, Nur Alisya
Transforming and sustaining SMEs Amid MCO through social media marketing: a study on Farhan Bina Teguh Enterprise
description The purpose of this study is to investigate how the Social Media Marketing Transforming and Sustaining Smes Amid MCO, in this world of digitalization, digital marketing is a worldwide trend that used in an organization or any institutions even in education. Digital marketing refers to digital ads, such as search engines, blogs, social media, email and smartphone applications, offered by digital platforms. Amid the MCO many businesses face caused massive dislocation among small businesses just several weeks after its onset. Many businesses had temporarily closed and only essentials business operate partially or not fully capacity. This study is focus on selected SMEs company in Food and Beverages (F&B) sector which is an essential business. Mix method are used in data collection and nonprobability sampling techniques was adopted in this study. The data analysis methods are descriptive analysis, Reliability test, Normality test, Multiple Regression test and T-test analysis adopted in this research. The questionnaires were distributed through media social. The aim of the study is to explore the marketing issues on Farhan Bina Teguh Enterprise related to awareness and preferences, to analyse the consumers’ awareness and preferences through digital marketing on social media amid MCO, and to identify the relationship of consumers’ awareness and preferences towards purchase intention. This paper allows SMEs to effectively incorporate and adopt digital marketing as a tool in its business plan and to understand the competitive market effectiveness of digital marketing.
format Thesis
author Jamil, Nur Alisya
author_facet Jamil, Nur Alisya
author_sort Jamil, Nur Alisya
title Transforming and sustaining SMEs Amid MCO through social media marketing: a study on Farhan Bina Teguh Enterprise
title_short Transforming and sustaining SMEs Amid MCO through social media marketing: a study on Farhan Bina Teguh Enterprise
title_full Transforming and sustaining SMEs Amid MCO through social media marketing: a study on Farhan Bina Teguh Enterprise
title_fullStr Transforming and sustaining SMEs Amid MCO through social media marketing: a study on Farhan Bina Teguh Enterprise
title_full_unstemmed Transforming and sustaining SMEs Amid MCO through social media marketing: a study on Farhan Bina Teguh Enterprise
title_sort transforming and sustaining smes amid mco through social media marketing: a study on farhan bina teguh enterprise
publishDate 2022
url http://eprints.utm.my/id/eprint/102334/1/NurAlisyaJamilMAHIBS2022.pdf
http://eprints.utm.my/id/eprint/102334/
http://dms.library.utm.my:8080/vital/access/manager/Repository/vital:147756
_version_ 1775621971884638208
score 13.211869

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