Factors contribute to effectiveness of search engine optimization (SEO) towards consumer online buying decision

Teh, Huey Shan (2018) Factors contribute to effectiveness of search engine optimization (SEO) towards consumer online buying decision. Project Report. Universiti Teknikal Malaysia Melaka, Melaka, Malaysia. (Submitted)

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Abstract

This research paper focused on study the factors contribute to effectiveness of search engine optimization (SEO) towards consumer online buying decision. As Google continues to unhinge marketing models everywhere, companies increased their spending on digital marketing services which is search engine optimization. Companies aim to convert web visitors into their customers through be on the top of search engine which will further creates their businesses’ brand. Thus, this research will determine the most important factor of search engine optimization towards consumer online buying decisions, and identify the relationship between search engine optimization and consumer online buying decisions. Meanwhile, this research used quantitative method. Quantitative data had been collected from 300 respondents who are online shoppers that live in Melaka through convenience sampling method. Software for Social Science (SPSS) was used to analyse the collected data. The regression results showed that there was a significant relationship between technical components in search engines, users’ trust of search engines, and users’ experience of search engines towards consumer online buying decisions. Furthermore, technical components of search engines is the most significant factor that influence consumer online buying decisions based on the result. The findings also showed that motivation to use search engines, technical components of search engines, users’ trust of search engines, and users’ experience of search engines were positively associated with consumer online buying decisions. Through this research, it is not only brings the insightful knowledge in the academic perspective, but also in managerial perspective which can benefit to marketers and ecommerce companies.

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