The Effectiveness Of Direct Marketing Through Online Medium In Retail Store Malaysia

Neo, Chee Kian (2017) The Effectiveness Of Direct Marketing Through Online Medium In Retail Store Malaysia. Project Report. UTeM, Melaka, Malaysia. (Submitted)

Text (24 Pages) The Effectiveness Of Direct Marketing Through Online Medium In Retail Store Malaysia.pdf - Submitted Version Download (347kB)

Abstract

In this era of globalization, the marketing strategy was evolved from time to time in order to achieve the customer’s satisfaction. Nowadays, the idea of traditional distribution channel faced challenge by another concept which was called direct marketing. Direct marketing became the fastest growing form of marketing since the direct marketing continues to become more Internet-based. In recent year, the giant direct marketing retailer was now transforming their traditional retailing mode into online channel due to the tremendously development of the online channel. For that reason, this study was conducted to investigate the effectiveness of direct marketing through online medium in retail industry in Malaysia. This research was descriptive research and it was used quantitative research method to obtain data. The data were collected using questionnaires from 384 respondents in Johor and Melaka. The result of the analysis showed that cost and time efficiency, information, purchasing pressure and the perceive ease of use has significant impact on the effectiveness of direct marketing through online medium in retail store Malaysia. There was a motivational factor which is convenient factor is not significant in the influence of the effectiveness of direct marketing. The results of this study contributes exceptional judgment to marketers and the retail store owner in Malaysia.

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