The analysis of social media marketing factors that influence the student’s behaviour on purchasing online

Nor Azlan, Siti Nur Syazwani (2024) The analysis of social media marketing factors that influence the student’s behaviour on purchasing online. Project Report. Universiti Teknikal Malaysia Melaka, Melaka, Malaysia. (Submitted)

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Abstract

Social media marketing is a technological tool which provides many advantages when used by users, particularly among university students. Social media marketing is a platform on which you are able to pay to have your business's brand appear in front of a big number of highly targeted users. This research aimed to identify the analysis of social media marketing that influence the student’s behaviour on purchasing online. Thus, the current study was conducted to explain the impact of online purchasing behaviour among university students, the social media marketing can influence the student’s behaviour on purchasing online as well as there is relationship between the students’ purchasing behaviour and their social media experience. This study was conducted using quantitative methods. Data were obtained on a Likert scale using a questionnaire undergraduate students at Malaysia and undergraduate students at UTeM. Data was collected from a sample of 169 undergraduate students at Malaysia and undergraduate students at UTeM. The data was analyzed using Statistical Packages for Social Sciences (S.P.S.S). The instrument’s reliability was established through the application of Cronbach’s Alpha test. The Pearson Correlation and Multiple Regression Analyses have been used to assess the size and trend of the relationship between variables and to test research hypotheses. The results show that two independent variables had a significant correlation with student behaviour in online purchasing, while one independent variable showed weak significant correlation. However, perceived utility showed up as the most significant factor in student behaviour regarding online purchasing. As a result, this study successfully accomplished all three objectives, and the hypothesis shows that all components have a positive as well as a negative relationship with the dependent variable. On the other hand, there are several limitations to consider, including time constraints in data collection, limits in capturing facial locations throughout the data collection process, and not cooperating students who did not participate in answering the questionnaire.

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