The impact of customers interaction on social media towards brand awareness among students UiTM Cawangan Melaka Kampus Alor Gajah / Nurul Afifah Aniqah Johari

Johari, Nurul Afifah Aniqah (2020) The impact of customers interaction on social media towards brand awareness among students UiTM Cawangan Melaka Kampus Alor Gajah / Nurul Afifah Aniqah Johari. [Student Project] (Unpublished)

Abstract

This study examines on Customers Interaction and Brand Awareness. The results were collected from 346 respondents through a questionnaire. A survey consists of 27 questions that use a Likert Scale questions to establish measurable values from the respondents. The data analysis intends to determine whether there are significant impact between the independent variables (Purchase Intention, Word of Mouth, Customer Attitude and Brand Page Commitment) with the dependent variable (Brand Awareness). This study found that there were only three from the independent variables (Word of Mouth, Customer Attitude and Brand Page Commitment) has significant effect where by only one independent variable (Purchase Intention) has insignificant effect with the dependent variable (Brand Awareness). The data has been analyzed by using SPSS software.

Metadata

Item Type:	Student Project
Creators:	Creators Email / ID Num. Johari, Nurul Afifah Aniqah UNSPECIFIED
Contributors:	Contribution Name Email / ID Num. Thesis advisor Abidin, Mohd Isham UNSPECIFIED Thesis advisor Maryama, Najihah Hanisah UNSPECIFIED
Subjects:	H Social Sciences > HF Commerce > Marketing > Marketing research. Marketing research companies. Sales forecasting > Market surveys. Including brand choice. Brand loyalty H Social Sciences > HF Commerce > Consumer behavior. Consumers' preferences. Consumer research. Including consumer profiling H Social Sciences > HF Commerce > Purchasing. Selling. Sales personnel. Sales executives
Divisions:	Universiti Teknologi MARA, Melaka > Bandaraya Melaka Campus > Faculty of Business and Management
Programme:	Bachelor of Business Administration (Hons) International Business (BA246)
Keywords:	Customers interaction; Brand awareness; Purchase intention; Word of mouth; Customer attitude; Brand page commitment
Date:	2020
URI:	https://ir.uitm.edu.my/id/eprint/28556