The purpose of this study is to identify the impact of electronic word of mouth (e-WOM) on generation y purchase decision. The characteristics of e-WOM among generation y were discussed in this research and also about online review, online reviewer and online review web site. The objectives of this research is to identify the characteristics of online review towards generation y purchase decision, to identify the characteristics of online reviewer towards generation y purchase decision and to identify the characteristics of online review web site towards generation y. The survey involves of 200 respondents from generation y. Data obtained using primary and secondary data. The data was analyzed using SPSS software to get frequency, reliability, correlation and regression. The results are all independent variables have a relationship to generation y purchase decisions.
| Item Type: | Student Project |
|---|---|
| Creators: | Creators Email / ID Num. Mohd Noh, Atiqah Nabilah 2013538167 |
| Subjects: | H Social Sciences > HF Commerce > Purchasing. Selling. Sales personnel. Sales executives H Social Sciences > H Social Sciences (General) > Research |
| Divisions: | Universiti Teknologi MARA, Sarawak > Kota Samarahan Campus > Faculty of Business and Management |
| Programme: | Bachelor of Business Administration (Hons) Marketing |
| Keywords: | electronic word of mouth (e-WOM), purchase decision, Gen-Y |
| Date: | June 2016 |
| URI: | https://ir.uitm.edu.my/id/eprint/92639 |
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