Purchase intention of tourism products and services promoted through Facebook among millennial in Malaysia / Ivyany Hindirek Hendirek … [et al.]

Hendirek, Ivyany Hindirek and Abdul Satal, Mira Suzana and Lorin, Viviana and Mohd Zaidi, Nur Murniza and Mohamad Musa, Nurafiqah (2021) Purchase intention of tourism products and services promoted through Facebook among millennial in Malaysia / Ivyany Hindirek Hendirek … [et al.]. ESTEEM Journal of Social Sciences and Humanities, 5 (1). pp. 88-100. ISSN 2600-7274

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Abstract

This study aims to find out the extent of the effectiveness of the use of social media in promoting tourism products that can attract the attention and trust of customers to buy packages through social media. The study is significant for the tourism industry players to identify their potential customers from Facebook users. Data collection process was conducted through the dissemination of questionnaire which is by using google form for the social media users who have used the social media services in purchasing
travel agency’s packages via websites. The research used
quantitative and descriptive research design. Questionnaire is divided into two parts whereby Part A is about demographic profile, and Part B is on the intention to purchase tourism products and services through Facebook. Data analysis was carried out by using the Statistical Package for Social Sciences (SPSS) version 24. As a result of the survey, there are several answers that were provided by the users, one of which is that they are satisfied with the purchase of travel agency packages online because it saves time. Meanwhile, there are also customers who are less satisfied and have refused to use the social media to buy
these packages because they cannot negotiate on the packages that they want. From the analysis conducted, it has made it easier to understand the extent to which the use of social media can help in promote the travel agency packages. Also, it shows that most of the Facebook users in Malaysia are from millennials generation who are more likely to purchase tourism products and services promoted on social media.

Metadata

Item Type: Article
Creators:
Creators
Email
Hendirek, Ivyany Hindirek
UNSPECIFIED
Abdul Satal, Mira Suzana
UNSPECIFIED
Lorin, Viviana
UNSPECIFIED
Mohd Zaidi, Nur Murniza
nurmurniza@uitm.edu.my
Mohamad Musa, Nurafiqah
UNSPECIFIED
Subjects: H Social Sciences > H Social Sciences (General) > Research
H Social Sciences > H Social Sciences (General) > Research > Citizen participation
H Social Sciences > H Social Sciences (General) > Research > Quantitative research
H Social Sciences > H Social Sciences (General) > Research > Statistical methods
T Technology > TX Home economics > Hospitality industry. Hotels, clubs, restaurants, etc. Food service
T Technology > TX Home economics > Hospitality industry. Hotels, clubs, restaurants, etc. Food service > Malaysia
Divisions: Universiti Teknologi MARA, Pulau Pinang > Permatang Pauh Campus
Journal or Publication Title: ESTEEM Journal of Social Sciences and Humanities
UiTM Journal Collections: UiTM Journal > ESTEEM Journal of Social Sciences and Humanities (EJSSH)
ISSN: 2600-7274
Volume: 5
Number: 1
Page Range: pp. 88-100
Official URL: https://ejssh.uitm.edu.my/
Item ID: 46480
Uncontrolled Keywords: Social media Facebook, Online package, Travel agency Millennial
URI: https://ir.uitm.edu.my/id/eprint/46480

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46480

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