IMPACT OF SOCIAL MEDIA ON CONSUMERS PURCHASING BEHAVIOUR IN KUCHING, SARAWAK

NGU, SHAN YING (2019) IMPACT OF SOCIAL MEDIA ON CONSUMERS PURCHASING BEHAVIOUR IN KUCHING, SARAWAK. [Final Year Project Report] (Unpublished)

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Abstract

Due to the disclosure of Web 2.0, the traditional approaches of marketing has been revolutionized significantly which brought a new era to marketers. The social media are changing as well as influencing the way consumers behave. This study is carried out to investigate the factors that affect the consumer purchasing behaviour in Kuching, Sarawak as well as to understand which factor influence the most to consumer that purchase through social media sites. To achieve these objectives, primary research method has been conducted, which is questionnaire to investigate the impact of social media on purchasing behaviour of consumers in Kuching, Sarawak. The motivation of the study is to find out which factors influence the most for purchasing behaviour of consumers on social media as well as most of the researchers are focused on the study of purchasing decision. Thus, there are four factors that listed in this study, personal, social, psychological, and cultural factors. There are 220 questionnaires were distributed for the consumers in Kuching, Sarawak. The data have been analysed by frequency analysis, descriptive analysis, Pearson’s correlation analysis, and multiple regression analysis. Based on the results of the analysis, psychological factors are the most influential factor for consumers purchasing behaviour in Kuching, Sarawak. The findings of this study is beneficial for businesses in Kuching that operate on social media as it helps them to have a better understanding on consumers purchasing behaviour in Kuching, Sarawak.

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