Factors affecting consumers’ purchase decision towards wedding accessories providers in Kota Bharu and Penang

• Main Author: Wan Norfarah Hanim Wan Soffry
• Format: MBA/DBA Final Project Report
• Language: English
• Published: 2019
• Subjects: HF Commerce
• Online Access: http://discol.umk.edu.my/id/eprint/10063/1/Wan%20Norfarah%20Hanim.pdf; http://discol.umk.edu.my/id/eprint/10063/

The emergence of internet has brought changes in human way of life including the way they shop in this new era which they can now shop online. Online shopping has grown tremendously because there are increasing number of people who prefer to shop online rather than offline. This is due to the fact that online shopping can save their time and more convenient. This scenario contributes to another scenario which many businesses start to sell their products via online because they can easily reach the mass. However, not all businesses understand the preferences of the consumers which leads to the failure in their marketing strategy. That is because they do not know the factor that affect consumers’ purchase decision. Therefore, the purpose of this study is to investigate the factors affecting consumers’ purchase decision towards wedding accessories providers in Kota Bahru and Penang. The research variables are social media marketing, sales promotion, perceived value and purchase decision. Quantitative research method was used and data were collected by distributing the questionnaires that were constructed in google form to 200 targeted respondents which are the followers of the wedding accessories providers but the number of response was only 88. The findings of the data show that there is positive relationship between social media marketing, sales promotion and perceived value to purchase decision. However, the only factor that is significant in this study is perceived value. Thus, the marketer needs to take into considerations which factor/s need to be prioritized in developing their marketing strategy.