The benefits of social media towards purchasing behavior among UTeM student

Lo, Michelle Claudia (2019) The benefits of social media towards purchasing behavior among UTeM student. Project Report. Universiti Teknikal Malaysia Melaka, Melaka, Malaysia. (Submitted)

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Abstract

Social media has now become an integral part of our life and society where social media has forever changed the way society works, whether it’s the sharing of an idea, the communication of news, or the availability of a product or service. Businesses across the globe can now amplify their brand message to a wider audience than they could ever dream of doing before achieving success that they could only wish for. On the other hand, millennials’ purchasing power will soon exceed that of every other generation, yet the key factors that influence their purchasing decisions are sometimes a mystery to merchants. Therefore, this research is to identify the variables of benefits of the social media and purchasing behavior, determining the correlation between benefits of social media and purchasing behavior as well as analyzing the significance relationship between benefits of social media and purchasing behavior. The methodology used for is research is quantitative. Researcher had chosen a total sample of 375 participants to be the respondents of the questionnaire. Multiple regression and Pearson correlation analysis are used to analyze the variables. The gathered data were analyzed using Statistic Package for Social Science (SPSS) software. The finding of the research showed that all the independent variables which is information, personalization and monetary benefits had positive significant relationship with the personalization had the greatest contribution compared to information and monetary benefits. This research will also give implications to knowledge and practical contribution as well as company to map their strategy on targeting young adult.Limitations and future research also proposed for the future research.

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