Factors Influencing Consumer Buying Behaviour Towards Digital Marketing In Melaka

Eswaran, Prince (2019) Factors Influencing Consumer Buying Behaviour Towards Digital Marketing In Melaka. Project Report. UTeM, Melaka, Malaysia. (Submitted)

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Abstract

In this era, digitalization is the new era where everything is digitalize. It can maybe be digitalize documents, messages, and so on but the most significant changes that can be seen in the digitalization world is the way marketing is being used to influence the buying decision of the consumer. There is many types of digital marketing such as social media marketing, email marketing and others but there is also other factors that can influence the buying behavior of the consumer. But the main problem that can be seen is the digital marketing world have been growing so fast and have impacted in many areas of the market and consumer and that can be seen is that customer’s tastes and tendencies change quickly and this also makes marketers find it difficult to deal with altering customer or customer demands. Thus, this research is conducted to examine the factors influencing consumer buying behaviour towards digital marketing in Melaka. There is three objective that the research desires to successfully achieve that is to examine all the factors influencing the consumer purchase intention towards digital marketing, and to examine the mediator variable that is the consumer purchase intention influencing the consumer buying behaviour and lastly to access the dominant factor that influence the consumer purchase intention towards digital marketing. The survey through questionnaire was conducted by the researcher to collect respondent answer and the data collected was analysed by quantitative research method. A total of 250 questionnaires were coded and analysed with statistical techniques. Then, the result is then being analyze by using the Pearson correlation analysis and multiple regression analysis to determine and answer all the hypothesis that has been developed. Thus, all hypothesis have been developed and answer and been discussed in detail in this research. This research contributes to an understanding of how the buying behaviour of consumer is influenced by the factors towards digital marketing.

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