Factor influencing customer adoption of TikTok media marketing in Halal Entrepreneurship

Muhamad Jalani, Amirah (2024) Factor influencing customer adoption of TikTok media marketing in Halal Entrepreneurship. Project Report. Universiti Teknikal Malaysia Melaka, Melaka, Malaysia. (Submitted)

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Abstract

This study looked into the concept of an entrepreneur as someone who started a new business, took on significant risks, and received commensurate rewards. Entrepreneurship is the process of starting a business in which the entrepreneur is widely recognise as an innovator who introduces new concepts, products, services, and/or business methodologies. Social media marketing is the process of connecting with and engaging potential customers via online platforms such as Facebook, Twitter, and TikTok. It entails establishing and maintaining a strong online presence, developing and managing a customer database, and cultivating relationships through social media channels. The primary objective was to assess the correlation between the perception of TikTok as a marketing platform and customer adoption in the context of Halal Entrepreneurship. The secondary objective aimed to scrutinize the most influential perceived adoption of TikTok as a marketing channel for customer adoption within the Halal Entrepreneurship sector. The study was conducted in Ayer Keroh, Melaka, chosen due to its proximity to my place of residence and study. There were 300 targeted respondents from Ayer Keroh, Melaka. The study included three independent variables: perceived usefulness, perceived ease of use, and perceived trust, as well as one dependent variable, adoption, which was supported by relevant theoretical frameworks. The analysis was executed using SPSS, encompassing linear regression, correlation coefficient, Multiple Regression Analysis (MRA), and hypothesis testing. The anticipated contribution of the results aimed to enhance overall performance. Academic resources utilized for research included Google Scholar, Emerald Insight, and Research Gate, among others.

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