The effect of sales promotion and brand in online shopping of generation Y in Malaysia

Thong Yue, Li (2019) The effect of sales promotion and brand in online shopping of generation Y in Malaysia. [Final Year Project Report] (Unpublished)

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Abstract

The advancement of internet has increased the trend of online shopping especially among generation Y. The shifting demands from this group makes online retailer to adapt to the current requirements of the customers. Since Kota Samarahan is the "Town of Knowledge", it consists a majority of generation Y. The aim of this research was to determine the effects of sales promotion and brand in online shopping among generation Y in Malaysia. This study was operated by collecting questionnaires from 400 respondents. The result of this study was generated by using statistical analysis including reliability test, descriptive test and simple linear regression. The outcome of this result was all hypothesis are being accepted. Last but not least, the researcher recommended that the study should not be constricted to one location but others as well.

Item Type:	Final Year Project Report
Additional Information:	Project Report (B.Sc.) -- Universiti Malaysia Sarawak, 2019.
Uncontrolled Keywords:	Generasi Y, Customer's preferences, Customer behavior, Lifestyle, unimas, university, universiti, Borneo, Malaysia, Sarawak, Kuching, Samarahan, ipta, education, undergraduate, research, Universiti Malaysia Sarawak
Subjects:	H Social Sciences > H Social Sciences (General)
Divisions:	Academic Faculties, Institutes and Centres > Faculty of Economics and Business Faculties, Institutes, Centres > Faculty of Economics and Business
Depositing User:	Unai
Date Deposited:	16 Oct 2020 07:38
Last Modified:	03 Jul 2023 04:00
URI:	http://ir.unimas.my/id/eprint/32207

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