Determinants of intention to use digital marketing: a study among food and beverages (F&B) SMEs in Kedah

The main purpose of the present study is to identify the Determinants of Intention to Use Digital Marketing among SMEs industry by focusing on food and beverages (F&B) companies. The present study believes that several factors such as perceived usefulness, perceived ease of use, perceived econom...

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Main Author: Rabiatul Adawiyah, Che Halim
Format: Thesis
Language:English
English
English
Published: 2020
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Online Access:https://etd.uum.edu.my/9898/1/s825399_01.pdf
https://etd.uum.edu.my/9898/2/s825399_02.pdf
https://etd.uum.edu.my/9898/3/s825399_references.docx
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spelling my.uum.etd.98982024-07-22T07:53:48Z https://etd.uum.edu.my/9898/ Determinants of intention to use digital marketing: a study among food and beverages (F&B) SMEs in Kedah Rabiatul Adawiyah, Che Halim HF5001-6182 Business The main purpose of the present study is to identify the Determinants of Intention to Use Digital Marketing among SMEs industry by focusing on food and beverages (F&B) companies. The present study believes that several factors such as perceived usefulness, perceived ease of use, perceived economic benefit, and awareness tend to have an influence on the attention to use digital marketing. Hence, the current research aims to recognise the relationship and influence factor between the intention to use and its determinants. Accordingly, structured questionnaires were adopted as the hypothesis testing methods in this study and then randomly distributed to a total of 160 respondents. Unlike previous research, Halal Certificate holders in food and beverages (F&B) companies in the entire Kedah state were selected as the respondents in this study. The result of the current research has proven that all factors mentioned above have a positive significant relationship with the intention to use digital marketing. Other than that, the present study found that perceived ease of use had no significant influence on its dependent variable whereas the remaining three variables significantly influenced the intention to use digital marketing. At the end of the current research, some recommendations on how to improve the adoption of digital marketing among SMEs industries as well as several ideas for future works regarding this research area were provided. 2020 Thesis NonPeerReviewed text en https://etd.uum.edu.my/9898/1/s825399_01.pdf text en https://etd.uum.edu.my/9898/2/s825399_02.pdf text en https://etd.uum.edu.my/9898/3/s825399_references.docx Rabiatul Adawiyah, Che Halim (2020) Determinants of intention to use digital marketing: a study among food and beverages (F&B) SMEs in Kedah. Masters thesis, Universiti Utara Malaysia.
institution Universiti Utara Malaysia
building UUM Library
collection Institutional Repository
continent Asia
country Malaysia
content_provider Universiti Utara Malaysia
content_source UUM Electronic Theses
url_provider http://etd.uum.edu.my/
language English
English
English
topic HF5001-6182 Business
spellingShingle HF5001-6182 Business
Rabiatul Adawiyah, Che Halim
Determinants of intention to use digital marketing: a study among food and beverages (F&B) SMEs in Kedah
description The main purpose of the present study is to identify the Determinants of Intention to Use Digital Marketing among SMEs industry by focusing on food and beverages (F&B) companies. The present study believes that several factors such as perceived usefulness, perceived ease of use, perceived economic benefit, and awareness tend to have an influence on the attention to use digital marketing. Hence, the current research aims to recognise the relationship and influence factor between the intention to use and its determinants. Accordingly, structured questionnaires were adopted as the hypothesis testing methods in this study and then randomly distributed to a total of 160 respondents. Unlike previous research, Halal Certificate holders in food and beverages (F&B) companies in the entire Kedah state were selected as the respondents in this study. The result of the current research has proven that all factors mentioned above have a positive significant relationship with the intention to use digital marketing. Other than that, the present study found that perceived ease of use had no significant influence on its dependent variable whereas the remaining three variables significantly influenced the intention to use digital marketing. At the end of the current research, some recommendations on how to improve the adoption of digital marketing among SMEs industries as well as several ideas for future works regarding this research area were provided.
format Thesis
author Rabiatul Adawiyah, Che Halim
author_facet Rabiatul Adawiyah, Che Halim
author_sort Rabiatul Adawiyah, Che Halim
title Determinants of intention to use digital marketing: a study among food and beverages (F&B) SMEs in Kedah
title_short Determinants of intention to use digital marketing: a study among food and beverages (F&B) SMEs in Kedah
title_full Determinants of intention to use digital marketing: a study among food and beverages (F&B) SMEs in Kedah
title_fullStr Determinants of intention to use digital marketing: a study among food and beverages (F&B) SMEs in Kedah
title_full_unstemmed Determinants of intention to use digital marketing: a study among food and beverages (F&B) SMEs in Kedah
title_sort determinants of intention to use digital marketing: a study among food and beverages (f&b) smes in kedah
publishDate 2020
url https://etd.uum.edu.my/9898/1/s825399_01.pdf
https://etd.uum.edu.my/9898/2/s825399_02.pdf
https://etd.uum.edu.my/9898/3/s825399_references.docx
https://etd.uum.edu.my/9898/
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score 13.211869