Dolhadi, Azieda Wangi (2014) Factors Influencing The Adoption Of Mobile Marketing In Small Medium Enterprises In Malacca, Malaysia. Project Report. UTeM, Melaka, Malaysia. (Submitted)
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Factors Influencing The Adoption Of Mobile Marketing In Small Medium Enterprises In Malacca, Malaysia.pdf - Submitted Version Download (258kB) |
Abstract
The increasing competition and the highly demands of globalization, Malaysia government strive for Small Medium Enterprise, SME for the development of innovative, ruthless with high technology. Mobile marketing adoption may be purposeful factor for an organization to be success and also to survive. This research project which aimed to identify the element of entrepreneur’s attitude and knowledge, product fit and technical knowledge availability of the firm towards which will be the most significant that contribute to the adoption of mobile marketing in SMEs in Melaka, Malaysia and also examine the factors that affect the adoption of mobile marketing among the SMEs in Melaka, Malaysia. Besides that, this research investigate the relationship between the entrepreneur’s attitude and knowledge, product fit and technical knowledge availability of the firm and the adoption of mobile marketing in SMEs in Melaka, Malaysia. A survey was carried out through a set of questionnaires to examine the entrepreneur’s attitude and knowledge, product fit and technical knowledge availability of the firm. The sample selected comprised of CEOs of SMEs in three districts in Melaka, namely Melaka Tengah, Alor Gajah and Jasin. The data gathered were analyzed using descriptive analysis. The finding sees that there is a significant relationship between the adoption of mobile marketing (dependent variable) and the branding strategy and technical knowledge availability of the firm (independent variables). But, there is one factor that insignificant which is the entrepreneur’s attitude and knowledge that has no impact with the adoption of mobile marketing.
| Item Type: | Final Year Project (Project Report) |
|---|---|
| Uncontrolled Keywords: | Marketing, Internet marketing - Malaysia, Small business - Malaysia - Melaka |
| Subjects: | H Social Sciences > H Social Sciences (General) H Social Sciences > HF Commerce |
| Divisions: | Library > Final Year Project > FPTT |
| Depositing User: | Mohd Hannif Jamaludin |
| Date Deposited: | 26 Sep 2017 04:05 |
| Last Modified: | 26 Sep 2017 04:05 |
| URI: | http://digitalcollection.utem.edu.my/id/eprint/19694 |
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