Acceptance factors of using Facebook as a social media marketing for online entrepreneurs at Melaka

Abdullah, Mohd Ammar Firdaus (2023) Acceptance factors of using Facebook as a social media marketing for online entrepreneurs at Melaka. Project Report. Universiti Teknikal Malaysia Melaka, Melaka, Malaysia. (Submitted)

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Abstract

When the COVID-19 pandemic hits the world in early 2020. Most countries in this world have applied a total lockdown that won’t allow people to walk outside their residences independently, and most business activity has been shut down, such as a retail store. People buy their products online, such as through an e-commerce platform, as an alternative solution since they won’t allow themselves to go out. There are multiple e-commerce platforms, such as Shopee, Lazada, Mudah, and Alibaba. Although social media can also be used as a digital marketing platform, this study aims to identify the acceptance factors of using Facebook as a social media marketing platform for online entrepreneurs in Melaka. There are many researchers showing the impact of e-commerce platforms since the pandemic. In view of the acceptance factors of using Facebook as a social media marketing platform, this study aims at investigating the reasons why entrepreneurs in Melaka use Facebook as a social media marketing platform. There are four variables, which are perceived ease of use, perceived usefulness, perceived risk, and using Facebook as a social media marketing, that will be measured to examine their influence on the acceptance of using Facebook as a social media marketing platform. The Statistical Package for Social Science software version 28.0 will be used to analyze and interpret questionnaire responses in this study. SPSS can handle a large amount of data, and many other types of internal management influence may be done to help with data collection and tabulation. A table will include a summary of descriptive statistics data to help the researcher respond to the research question and achieve the study goal. Therefore, this research is expected to analyze the most significant factors that affect entrepreneur’s use of Facebook as a social media marketing platform.

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