Impact of Social Media on Consumer Purchasing Behaviour in Sarawak
Due to the disclosure of Web 2.0, the traditional marketing methods have undergone tremendous changes which brought a new era to marketersin the background of social media. The social media are changing as well as influencing the way consumers behave. Hence, this study aims to investigate the fac...
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Main Authors: | , , |
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Format: | Article |
Language: | English |
Published: |
Human Resource Management Academic Research Society
2021
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Subjects: | |
Online Access: | http://ir.unimas.my/id/eprint/35356/1/Ying%20et%20al.%20%282021%29%20impact-of-social-media-on-consumer-purchasing-behaviour-in-sarawak%20Done.pdf http://ir.unimas.my/id/eprint/35356/ |
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Summary: | Due to the disclosure of Web 2.0, the traditional marketing methods have undergone
tremendous changes which brought a new era to marketersin the background of social media.
The social media are changing as well as influencing the way consumers behave. Hence, this
study aims to investigate the factors that influences the consumer purchasing behaviour in
Kuching, Sarawak, and to understand which factor has the greatest impact on consumer that
purchase through social media sites. Primary data via questionnaire is employed to investigate
the impact of social media on purchasing behaviour of consumers in Kuching, Sarawak. It will
be interesting to identify the factors influence the most for purchasing behaviour of
consumers on social media. There are four factors, namely personal, social, psychological, and
cultural factors assessed in this study. The methodology techniques employed in this study
are frequency analysis, descriptive analysis, Pearson’s correlation analysis, and multiple
regression analysis. Based on the results of analysis, psychological factors is found to be the
most influential factor for consumers purchasing behaviour in Kuching, Sarawak. The results
of this study imply businesses should utilise social media and involve in online platform to
have a better understanding on consumers purchasing behaviour and to tap the market share. |
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