Factors influencing purchase intention based on facebook advertising: DAS / Akmal Aini Othman ... [et al.]

Othman, Akmal Aini and Dahlan, Jaslin Md and Mat Din, Syaidatul Zarina and Zainuddin, Noor Azrin and Shukri, Akmal Shakir (2019) Factors influencing purchase intention based on facebook advertising: DAS / Akmal Aini Othman ... [et al.]. Insight Journal: International, Refereed, Open Access, Online Journal, 5 (27). pp. 232-238. ISSN 2600-8564

Abstract

Nowadays, growth of social media has become significant to customers to make purchasing through Facebook commerce. However, little studies about Facebook commerce in the beauty industry compared to other industries in Malaysia. DAS uses Facebook commerce as a strategy to make transaction with customer. The purpose of the study is to determine the factors and relationship of purchase intention towards DAS Facebook commerce. Therefore, the study is conducted to identify factors on purchase intention towards Facebook commerce. A survey was conducted using convenience sampling and 100 respondents answered the questionnaire. This study used quantitative method. Overall, the result shows that all of the variables have positive relationship with the dependent variables, but only three of them are significant for this study. Thus this study is expected to help DAS to improve the Facebook Commerce as their platform to sell the products and services.

Metadata

Item Type: Article
Creators:
Creators
Email / ID Num.
Othman, Akmal Aini
UNSPECIFIED
Dahlan, Jaslin Md
UNSPECIFIED
Mat Din, Syaidatul Zarina
UNSPECIFIED
Zainuddin, Noor Azrin
UNSPECIFIED
Shukri, Akmal Shakir
UNSPECIFIED
Contributors:
Contribution
Name
Email / ID Num.
Chief Editor
Zainon, Assoc. Prof Dr. Saunah
UNSPECIFIED
Editor
Raja Ahmad, Assoc. Prof Dr. Raja Adzrin
UNSPECIFIED
Editor
Soo, Assoc. Prof. Dr. Carolyn Kum Yoke
UNSPECIFIED
Editor
Kadri, Assoc. Prof. Dr Mohd Halim
UNSPECIFIED
Editor
Ismail, Dr. Noriah
UNSPECIFIED
Editor
Mohd Ariff Albakri, Associate Professor Dr. Intan Safinas
UNSPECIFIED
Editor
Khairani, Dr. Noor Sufiawati
UNSPECIFIED
Editor
Othman, Dr. Akmal Aini
UNSPECIFIED
Editor
Ismail, Dr. Norashikin
UNSPECIFIED
Editor
Ahmad, Associate Professor Dr. Syahrul Ahmar
UNSPECIFIED
Editor
Misman, Dr. Faridah Najuna
UNSPECIFIED
Editor
Shamsuddin, Associate Professor Dr. Amanuddin
UNSPECIFIED
Subjects: H Social Sciences > HF Commerce > Consumer behavior. Consumers' preferences. Consumer research. Including consumer profiling
H Social Sciences > HF Commerce > Advertising
Divisions: Universiti Teknologi MARA, Johor > Segamat Campus
Journal or Publication Title: Insight Journal: International, Refereed, Open Access, Online Journal
UiTM Journal Collections: UiTM Journal > INSIGHT Journal (IJ)
ISSN: 2600-8564
Volume: 5
Number: 27
Page Range: pp. 232-238
Related URLs:
Keywords: Facebook; social media; purchase intention; online purchase; UiTM Cawangan Johor
Date: 2019
URI: https://ir.uitm.edu.my/id/eprint/42303
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