UiTM students' attitude towards online advertising in Kota Samarahan / Ivore Quinn Dolley

• Main Author: Dolley, Ivore Quinn
• Format: Student Project
• Language: English
• Published: 2018
• Subjects: Electronic commerce; Advertising; Internet advertising; Research
• Online Access: https://ir.uitm.edu.my/id/eprint/76318/1/76318.pdf; https://ir.uitm.edu.my/id/eprint/76318/

A company sees Internet advertising as an important medium in reaching out to consumers in 21st Century. The percentage of Internet users around the world are increasing as almost all the transaction can be done through online. Besides, online advertisers need to understand the UiTM students’ attitude towards online advertising in order to create effective online advertising. The aim of this research is to study UiTM students’ attitude towards online advertising in Kota Samarahan. This research is to investigate three independent variables which consist of credibility, informative and pleasure towards online advertising. By using the Statistical Packages for Social Science (SPSS) to analyze 200 questionnaires collected from UiTM students, researcher found that that all the variables expect credibility are significantly related to UiTM students attitude towards online advertising. Among the independent variables, pleasure has the strongest significant relationship with dependent variable of UiTM students’ attitude towards online advertising. Besides that, analysis shows that the UiTM students’ attitude towards online advertising has the significant relationship with informative. The target population in this research study is UiTM students who might have possibility exposure to online advertising. The sampling frame comprises internet users in the area Kota Samarahan with the criteria of frequency click on internet advertising is at least once and the hours per week spend online is at least five to ten hours.