Influencing factors of purchase intention among generation Y: a case study on Shopee

• Main Author: Nisa Nurhanisah Maderi
• Format: MBA/DBA Final Project Report
• Language: English
• Published: 2023
• Online Access: http://discol.umk.edu.my/id/eprint/13681/1/Nisa%20Nurhanisah.pdf; http://discol.umk.edu.my/id/eprint/13681/

This case study was conducted to deliver detailed investigation on factors influencing purchase intention of generation Y in Shopee e-commerce. This study had attained the objectives to determine the how Shopee could influence their behaviour to the purchase intention. Some researchers found that social media, relative advantage, ease of use, cost1 and awareness will influence purchase intention with the indirect effect of attitude. Purchase intentions are frequently measured and used by marketing managers as an input for decisions about new and existing products and services. For the finding of this study, I found that Shopee has several issues that should be focused on and solved. The company will advance more successfully with the help of those with strong problem-solving skills. It is inevitable that those who lack the skills to solve problems would suggest ineffective solutions to important business problems, suggestions that either fail to address the root of the problem or even make it worse. Besides, solutions from this case study stated that Shopee has been improve their business by implemented good strategy. Shopee operators should also target dominant hedonic aspects and create a high quality of website content to create fun and excitement to online customers since perceived ease of use, perceived usefulness, and perceived value have the most critical factors to influence online purchase intention. The results of this study show that Shopee use a variety of methods and solutions, including a push strategy and a pull approach, to boost customer loyalty. Moreover, the observations and suggestions for future studies also have been included in this study as a recommendation for Shopee operators and online retailers to improve the innovative online marketing strategy and references for future studies to observe more analysis of online purchase intention scopes through other retail sector, generation, nation, and race. In order to gain sales, it is vital to determine the factors influencing purchase intention in Shopee e-commerce among consumers.