Technology based marketing for start-up business among University Technical Malaysia Melaka (UTeM) students

Juharin, Norhaiza (2025) Technology based marketing for start-up business among University Technical Malaysia Melaka (UTeM) students. Project Report. Universiti Teknikal Malaysia Melaka, Melaka, Malaysia. (Submitted)

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Abstract

This research examines how Universiti Teknikal Malaysia Melaka (UTeM) students use technology for marketing and purchasing, with particular emphasis on applications such TikTok, Instagram, Shopee. This study aims to investigate how digital marketing platforms influence the purchasing behavior, engagement and satisfaction of university students as it becomes more important to attract a younger population. The success of each platform is examined in a literature review, which also identifies important variables that influence students’ purchase decisions, such as trust, service quality and usability. To investigate the relationship between these marketing tactics and customer decisions, hypotheses are developed. This study uses a quantitative research approach, with questionnaires given to more than 166 UTeM students as a sample. To verify the hypothesis, data analysis techniques include multiple regression analysis and Pearson’s correlation coefficient. The results of this study will contribute to a better understanding of technology-based consumer behavior by explaining the best digital marketing strategies for businesses targeting college students. These findings are intended to assist new businesses in fine-tuning their marketing plans to improve customer happiness and engagement.

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