Factors contributing to the adoption of social media as a business platform among UiTM students entrepreneur / Nur Farah Afiqah Azizi

Azizi, Nur Farah Afiqah (2018) Factors contributing to the adoption of social media as a business platform among UiTM students entrepreneur / Nur Farah Afiqah Azizi. Student Project. Faculty of Business and Management, Bandaraya Melaka. (Unpublished)

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Abstract

The purpose of this research is to examine the factors contributing to the adoption of social media as a business platform among UiTM students entrepreneur. This study examine adoption of social media as a business platform with five independent variables consists of performance expectancy, perceived ease of use, social influence, perceived enjoyment and facilitating condition. The respondents were students entrepreneur in UiTM Cawangan Melaka Kampus Bandaraya Melaka. The data had been collected from 181 respondents which withdrawn from the total 311 element of population by using simple random sampling method. The method used in this study are reliability analysis, descriptive statistics, correlational analysis and multiple regression analysis by using SPSS software. Thus, Multiple Regression analysis indicates that there are significant relationship between independent variable (performance expectancy, perceived ease of use, perceived enjoyment and facilitating condition) and dependent variable (adoption of social media as a business platform). Regression analysis also reveals that facilitating condition is the most influential factors towards adoption of social media as a business platform. This research are beneficial to Small Medium Enterprise (SMEs) and students entrepreneur to improve their business their business by using social media platform. Besides, Companies Commission of Malaysia and researcher will have the knowledge and data regarding student’s entrepreneur in Malaysia. Consumers will have the advantage to gain knowledge on products sold by student’s entrepreneur in Malaysia.

Item Type: Monograph (Student Project)
Creators:
CreatorsEmail
Azizi, Nur Farah AfiqahUNSPECIFIED
Subjects: H Social Sciences > HF Commerce > Marketing > Social aspects. Social marketing
H Social Sciences > HF Commerce > Marketing > Market segmentation. Target marketing
L Education > LG Individual institutions > Asia > Malaysia > Universiti Teknologi MARA > Melaka
Divisions: Universiti Teknologi MARA, Melaka > Bandaraya Melaka Campus > Faculty of Business and Management (M)
Item ID: 21654
Uncontrolled Keywords: Social media; Business platform; Performance expectancy; Social influence; Facilitating condition; UiTM Cawangan Melaka Kampus Bandaraya
Last Modified: 16 Nov 2018 03:34
Depositing User: Perpustakaan UiTM Cawangan Melaka UiTM Cawangan Melaka
URI: http://ir.uitm.edu.my/id/eprint/21654

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