The Effectiveness Of Online Advertising To Enhance Promotional Strategy In SME Service Sector,Malaysia

Sharif, Mohamad Shafiq (2017) The Effectiveness Of Online Advertising To Enhance Promotional Strategy In SME Service Sector,Malaysia. Project Report. Universiti Teknikal Malaysia Melaka, Melaka, Malaysia. (Submitted)

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Abstract

Nowadays,the number of SMEs has been increase year by year.Even though the number of SMEs has increases but the number of bankruptcy among them also increases.The long period to sustain the business of SMEs was depending on the knowledge about marketing because marketing is the important roles of SME to sustain their business. Promotional strategy is one of the important elements in the marketing.Promotional strategy can improve the business through the good of advertising.Researcher wants to identify the effectiveness of online advertising to enhance promotional strategy in SMEs Service Sector, Malaysia.The types of service sector such as education, transportation,hotel and tourism.Researcher was used deductive research method by using theory based on the previous research and other source.This study was conducted by using the quantitative research method.It was important to consider the variables in this research as the main subject to test the framework.Variables work as the key point for the hypothesis.The data for this study were being collected using questionnaires from 58 respondents in Malaysia.The collected data was analyzed and discussed.The results showed three factor which is structural element,functional element,and online activity were significant influence on the effectiveness of online advertising to promotional strategy in SMEs Service Sector,Malaysia.As conclusion,this study will help SME company to realize about the main role of marketing in building company promotional strategy.

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