Factors driven utilization of social media marketing among entrepreneurs in Melaka

Hazam, Mohammad Faiez (2018) Factors driven utilization of social media marketing among entrepreneurs in Melaka. Project Report. Universiti Teknikal Malaysia Melaka, Melaka, Malaysia. (Submitted)

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Abstract

The rise of internet issues have effect on marketing process and increasingly transforming business practices. There are important to concern about customer engagement in determine successful marketing strategy. The increment of online entrepreneurs is not a new thing today. Therefore, the aim of this study had been to examine the factors driven utilization of social media marketing among entrepreneurs in Melaka. The objective of this study is to identify the relationship, factors and most influence factors of utilization social media marketing. Based on the literature review, the influence factor of utilization of social media marketing is interaction and communication, business environment, customer behavior and perception. The quantitative method is in the form of questionnaire survey conducted to achieve the objective of the research. Survey were conducted by 210 respondent answered which is entrepreneurs where used social media in their business and the data was analysed using descriptive analysis, inferential analysis, and multiple regression to define the result. The result demonstrated that all variable have significant relationship with utilization of social media marketing among entrepreneurs in Melaka. The outcome of this study indicates that customer behavior and perception is the most influential factor that influence utilization of social media marketing among entrepreneurs in Melaka. For conclusion, this research can convey commitment to academician and furthermore online business visionaries to making their business online to the top achievement.

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