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Factor Influencing Consumer Purchasing Decision Toward Facebook Advertising In Melaka

Mohd Fauzi, Mohd Lukmannul Hakim (2017) Factor Influencing Consumer Purchasing Decision Toward Facebook Advertising In Melaka. Project Report. UTeM, Melaka, Malaysia. (Submitted)

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Factor Influencing Consumer Purchasing Decision Toward Facebook Advertising In Melaka.pdf - Submitted Version

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Abstract

This study aims to identify factors that influence customer purchasing decisions toward Facebook advertising in Melaka by investigating the use of Facebook advertising from a consumer’s point of view, by analyzing the determinants capable of motivating consumer to use this channel as tool for supporting the purchasing decision. This study was conducted to analyze the factors that influence consumer buying decisions based on three elements, such as perceived ease of use, perceived usefulness and perceived enjoyment. This research conducted by quantitative method through survey research strategy that is by distributing questionnaire. The questionnaire was distributing among users of Facebook, they have power purchase online and they prefer to buy online rather than to purchase in shopping mall at Melaka.

Item Type: Monograph (Project Report)
Uncontrolled Keywords: Internet marketing - Malaysia, Facebook (Electronic resource), Electronic commerce, Consumer behavior, Internet advertising
Subjects: H Social Sciences > H Social Sciences (General)
H Social Sciences > HF Commerce
Divisions: Library > Projek Sarjana Muda > FPTT
Depositing User: Mohd Hannif Jamaludin
Date Deposited: 11 Oct 2018 04:13
Last Modified: 11 Oct 2018 04:13
URI: http://eprints.utem.edu.my/id/eprint/21491

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