The Factors That Affect The Customers Buying Intention Of Heritage Fabrics In Social Media

Mohd Rudi, Mahirah (2017) The Factors That Affect The Customers Buying Intention Of Heritage Fabrics In Social Media. Project Report. Universiti Teknikal Malaysia Melaka, Melaka, Malaysia. (Submitted)

Text (24 Pages) The Factors That Affect The Customers Buying Intention Of Heritage Fabrics In Social Media.pdf - Submitted Version Download (305kB)

Abstract

The current trending of social media had progressed the use of social media for business interaction and medium for completing the business.The social media gave assistance for these entrepreneurs to reach their target customers extensively and more coverage of audience for their advertisement and promotion in social media. However,the entrepreneur failed to understand the reason of customer’s preferences in choosing particular social media when they had the intention to buy certain products.The purpose of this study was to find out the reason why customers had chosen particular social media platform when they intended to buy heritage fabrics like songket and batik.The factors that affect the customer intention to buy the heritage fabrics in social media would be further tested with factor analysis and multiple linear regression.Then,the result of the finding would be explained in the descriptive method.With the assistance of the social media,the heritage fabrics would have new mean of reaching the customers across the Malaysia, easily.The result of the study could assist the heritage fabrics entrepreneur to use social media as their tools for business interaction and fully utilized the social media by expressing the significant factors that affect the customers buying intention for heritage fabrics through their respective social media.

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