Foreign brands has always been empowering local industry since before because of the marketing strategy that is appropriate. Therefore, the objective for this study was to identify the determinants affecting millennials’ purchase intention of foreign brands. The determinants was proposed based on the previous studies to examine the relationship between corporate social responsibilities, social media marketing and sales promotion towards purchase intention of foreign brands among selected millennials in Kuala Lumpur. Total 278 sample of respondent data has been recorded and being analysis for this study. Data has been analysing by using Statistic Package for Social Science (SPSS). Regression and correlation used in this study analyses the relationship of independent variables toward dependent variable.
| Item Type: | Student Project |
|---|---|
| Creators: | Creators Email / ID Num. Salih, Siti Nur Ain UNSPECIFIED |
| Subjects: | H Social Sciences > HF Commerce > Marketing > Social aspects. Social marketing H Social Sciences > HF Commerce > Marketing H Social Sciences > HF Commerce > Purchasing. Selling. Sales personnel. Sales executives |
| Divisions: | Universiti Teknologi MARA, Melaka > Bandaraya Melaka Campus > Faculty of Business and Management |
| Keywords: | Corporate social responsibilities; Social media marketing; Sales promotion; Purchase intention of foreign brands |
| Date: | 2019 |
| URI: | https://ir.uitm.edu.my/id/eprint/26006 |
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