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Impact Of Social Media On Purchase Decision In Millennial Era.


Indra Choirul Umam (2020) Impact Of Social Media On Purchase Decision In Millennial Era. Masters thesis, University Malaysia Kelantan. (Submitted)


Today, social media is enjoying an incredible phenomenon of triumph in term of acceptance and has transformed the method how publics connect and communicate one another. Many surveys show that the figure of social media end users has been increasing from a year to year. Ultimately, social media influences consumers behavior, social media causes paradigm shift from traditional communication, people referring to information existing on social media to make a purchase. Nonetheless, trust became another issue among the increasing of social media usage. Various studies
have been conducted to investigate how social media influences consumer to behave, however none of that studies address impacts of social media on consumer purchase decision as whole stages where begins with problem recognition. Next stage is information search, then evaluation of alternatives followed by product choice and finally outcomes/post purchase evaluation. A research framework is constructed on the preceding studies on impacts of social media on decision-making. A quantitative methodological approach is applied to this research by means of a survey technique. The data has been successfully gathered from a sample of 124 students of Universiti Malaysia Kelantan (UMK) in Kelantan. In order to examine the proposed research framework, the researcher uses several analyzes such as descriptive analysis and Regression analysis. Pearson correlation analysis is also conducted to test the hypotheses. The results of this empirical research demonstrate that social media has a significant impact on consumers’ decision-making such as purchase decision. Furthermore, this research also revealed that the level of consumers’ trust in information interrelated to decision-making on social media can be considered as reasonably high.

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Additional Metadata

Item Type: MBA/DBA Final Project Report
Collection Type: Thesis
Date: 2020
Subject Heading: Social media - Influence
Subject Heading: Purchasing power
Subject Heading: Millennials (Generation Y)
Number of Pages: 110
Call Number: HM742 .I53 2020 tes
Supervisor: Dr. Suhaila Binti Abdul Kadir
Programme: Master of Business Administration
Institution: University Malaysia Kelantan
Subjects: H Social Sciences > HF Commerce
Faculty/Centre/Office: Malaysian Graduate School of Entrepreneurship and Business
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