The effect of social media on purchase behavior in Selangor

Mohamad Yusoff, Nurul Afina (2024) The effect of social media on purchase behavior in Selangor. Project Report. Universiti Teknikal Malaysia Melaka, Melaka, Malaysia. (Submitted)

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Abstract

In Malaysia, there are 30.25 million active social media users in January 2022. Studying the relationship between social media and consumer purchasing behaviour is the main goal of this research. People are more connected than ever due to the digital revolution, and information is at their fingertips. Brand marketing has been impacted by social media and mobility, which has changed how consumers make decisions. New social media trends are appearing for its users and the business sector even if social media is growing. Social media is a jackpot from a business and marketing perspective and should only be used by marketers. Numerous innovative methods for creating brand marketing strategies have been made possible by social media. Understanding today's consumers' purchasing habits is the first and most important step in creating a marketing strategy. The most typical types of buying behaviour are identified in this study, along with the various elements that affect people's purchasing decisions. An online survey was undertaken to evaluate the social media aspects that affect consumer purchase and decision-making. The major research approach employed in this study is quantitative. With new technology, the significance of social media in consumer purchase decisions is already apparent and is likely to grow even more so in the future. The author's position in the retail sector and the issues businesses today have with consumer involvement and social media marketing techniques served as the inspiration for this study.

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