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The influence of online advertising in enhancing consumer’s purchase intention / Natassya Muhammad Redza

The objective of this study was to examine the influence of online advertising in enhancing consumer purchase intention. The technology acceptance model and the theory of reasoned action were employed to develop the conceptual framework. Four factors, website design effectiveness, website security a...

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Bibliographic Details
Main Author: Muhammad Redza, Natassya
Format: Student Project
Language:English
Published: Faculty of Business and Management 2015
Subjects:
Marketing research. Marketing research companies. Sales forecasting
Consumer behavior. Consumers' preferences. Consumer research. Including consumer profiling
Advertising
Online Access:http://ir.uitm.edu.my/id/eprint/27454/1/PPb_NATASSYA%20MUHAMMAD%20REDZA%20BM%20M%2015_5.pdf
http://ir.uitm.edu.my/id/eprint/27454/
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Summary:The objective of this study was to examine the influence of online advertising in enhancing consumer purchase intention. The technology acceptance model and the theory of reasoned action were employed to develop the conceptual framework. Four factors, website design effectiveness, website security and privacy effectiveness, brand recognition and social media were tested. Data were gathered from 100 respondents of PETRONAS’s employees using the stratified sampling method and multiple regression analysis was conducted to analyze the data. The results revealed that social media was the most dominant factors that influence consumers’ purchase intention, followed by brand recognition and subjective norm. The practical implications of this study were discussed.

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