Creating customer preferences for online marketplace promotional strategy: a survey of youth in Malaysia during the COVID-19 pandemic

Adipradana, Rahmandika and Dharmawan, Dhiyaa Calista and Zhucheng, Shao and Annuar, Nursyamilah (2023) Creating customer preferences for online marketplace promotional strategy: a survey of youth in Malaysia during the COVID-19 pandemic. Jurnal Intelek, 18 (2): 15. pp. 150-162. ISSN 2682-9223

Identification Number (DOI): 10.1002/asi

Abstract

Our research focuses on creating customer preferences and a promotional strategy towards the online marketplace among adults in Malaysia during the Covid-19 outbreak. The purpose of this study is to analyze the factors creating customer preferences for a promotional strategy towards the online marketplace in Malaysia, with our focus on youth between 18 and 25 years old. We focus on analyzing the relationship between discount and customer preferences, the relationship between advertising and customer preferences, and the relationship between coupons and customer preferences. Discounts, advertising, and coupons all serve as independent variables in this study. Consumer preferences are the dependent variable.

Item Details

Item Type:	Article
Creators:	Creators Email / ID Num. Adipradana, Rahmandika UNSPECIFIED Dharmawan, Dhiyaa Calista UNSPECIFIED Zhucheng, Shao UNSPECIFIED Annuar, Nursyamilah UNSPECIFIED
Subjects:	H Social Sciences > HF Commerce > Marketing H Social Sciences > HF Commerce > Consumer behavior. Consumers' preferences. Consumer research. Including consumer profiling
Divisions:	Universiti Teknologi MARA, Perlis > Arau Campus
Journal or Publication Title:	Jurnal Intelek
UiTM Journal Collections:	UiTM Journals > Jurnal Intelek (JI)
ISSN:	2682-9223
Volume:	18
Number:	2
Page Range:	pp. 150-162
Keywords:	advertising, coupon, discount, online marketplace, promotion
Date:	August 2023
URI:	https://ir.uitm.edu.my/id/eprint/82876

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