Factors affecting usage of social media as the business platform by entrepreneurship undergraduate students in UTeM

Osman, Nurfatihah (2023) Factors affecting usage of social media as the business platform by entrepreneurship undergraduate students in UTeM. Project Report. Melaka, Malaysia, Universiti Teknikal Malaysia Melaka. (Submitted)

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Abstract

Social media can be define as one of the media that has a big role for entrepreneur students to sell products and services through social media platforms and can communicate with customers. For one reason, social media has rapidly become an integral part of our lives, especially for business owners in Malaysia. However, commercial use of social media in Malaysia is still at a relatively low level. Therefore, the purpose of this study is to identify factors that influence the use of social media as a business platform among entrepreneurship undergraduate students in UTeM. Thus, four variables are performance expectancy, perceived trust, social influences, and perceived enjoyment of using social media as a business platform by entrepreneurial students in UTeM. The next part of this study is the reliability and validity components, which ensure that the research is still accurate and understandable even though it is a cross-sectional analysis of how virgins behave over time. The design of the study is that using questionnaire studies as the main method of analysis and an estimated 401 respondents will configure the sample size for this research analysis. Thus, Pearson Correlation, Multiple Regression Analysis and ANOVA use in this study to test hypotheses and determine all the importance and relationship between dependent and non-dependent variables. All data obtain will be interpret using the Statistical Package of Social Science (SPSS) software aim at collecting data, summarizing for analysis of data accurately and clearly. The results of the questionnaire conduct by the researcher will help to find out the three positive relationships between the use of social media as a business platform to entrepreneurship undergraduate students i.e., the performance of expectations, social influence, and perception of pleasure. However, the perceived trust will not be affect using social media by every student's effort. Finally, researcher use quantitative methods more accurately and clearly.

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