Impact of social media on consumers’ purchasing behaviour in Malaysian restaurants

Kamarudin, Mohamad Firdaus (2023) Impact of social media on consumers’ purchasing behaviour in Malaysian restaurants. Project Report. Melaka, Malaysia, Universiti Teknikal Malaysia Melaka. (Submitted)

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Abstract

The dynamic advancement of technology has shaped Malaysia's food and beverage industry over the years. Consumers today seek easily accessible information because of the industry's massive shift. As a result, various platforms, primarily social media, have influenced consumers' pre-purchase opinions. Nonetheless, only a few studies have been conducted in Malaysia, focusing on consumer purchasing behavior, specifically in the Malaysian restaurants industry. As a result, this study investigates the effects of social media on consumer purchasing behavior in Malaysian restaurants. As a result, this study has incorporated recently proposed factors such as E-WOM, social media and online community marketing, increased informationaccessibility, and an online ordering system to stimulate consumers' purchasing behavior in Malaysia. Version 28.0 of the Statistical Package in Social Science (SPSS) was used to conduct reliability analysis, descriptive analysis, correlation coefficient analysis and multiple regression analysis study. Some of the organizational ramifications are included in this work. Furthermore, certain study flaws have been identified. As a result, suggestions for future research have been made. Future researchers will thus discover new avenues for future researchto address this problem.

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