The Effect Of Brand Image In Purchasing Of Online Marketing Among UTeM Students

Zahari, Nor Akmal Nabihah (2014) The Effect Of Brand Image In Purchasing Of Online Marketing Among UTeM Students. Project Report. UTeM, Melaka, Malaysia. (Submitted)

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Abstract

Nowadays online marketing is one of the popular business trends which have high demand and it become one of the important method to market the products to the consumers by using internet. Online marketing show the rapid growth today and the various applications was attracting people to use it. In online marketing have important thing that usually highlighted which is brand image of a product in online marketing. The brand image can give the huge impact to the marketer and the consumer as the buyer of the product. Brand image factors can motivate consumer in purchasing decision because brand image usually reflect product itself. The purpose of this research is to analyze factors brand image that can effect purchasing in online marketing. There have several brand image factors that highlighted in my research which is pricing, advertisements, brand name and quality of the product. The quantitative method are used which is online questionnaire in order to prove in the end of the study about what are the factors can effect of brand image in online marketing among UTeM students. SPSS software was being used to analyzed and test the reliability and validity of data. Based on the result run by SPSS software show that have several factors that have effect to brand image. This research was conducted in order to give the reader especially online marketer more information about other factors that can make people more attracting to buy a product in online marketing. So through this research perhaps can give more knowledge and share the factors that they can focus on in order to successful create effective brand image in online marketing.

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