The Consumer Buying Behaviour Factors Among UTeM Students Toward The Effective Use Of Instagram In University Technical Malaysia Melaka (UTeM) City Campus, Melaka

Bakri, Nur Nazihah (2017) The Consumer Buying Behaviour Factors Among UTeM Students Toward The Effective Use Of Instagram In University Technical Malaysia Melaka (UTeM) City Campus, Melaka. Project Report. UTeM, Melaka. (Submitted)

Text The Consumer Buying Behaviour Factors Among UTeM Students Toward The Effective Use Of Instagram In University Technical Malaysia Melaka (UTeM) City Campus, Melaka - Nur Nazihah Bakri - 24 Pages.pdf - Submitted Version Download (1MB)

Abstract

Over the past few years, Instagram has become famous and is the most important medium for social networking, sharing and accessing online content. Due to its ability to consistently and have features that fast, Instagram opens a wide place for business such as online marketing. Instagram has provided an opportunity for marketers to reach targeted users with easy, efficient and fast. There are millions of people who use Instagram and they are potential users in the online market. The most important thing for marketers is they need to understand what consumers want and need in this competitive business environment. Consumer behaviour is influenced by different factors such as culture, social class, reference group relationships, family, and the level of wages and so they show different consumer behaviour. In addition, this research project will examine the relationship between consumer buying behaviour towards the effective use of Instagram in UTeM Melaka, Malaysia. This study used quantitative methods to collect and analyse data. The investigation was conducted through a questionnaire to assess personal factors, psychological factors and social behaviours toward buyers in Instagram. The selected sample consisted of students in UTeM. Data were analysed using descriptive analysis.

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