The study on factors influencing consumer purchasing behaviour on electronic products in Kelantan

Malaysia is home to many high-quality electronic and electrical consumer products thanks to homegrown entrepreneurial efforts. Some of these brands have had a significant impact on the consumer electronics industry both locally and globally. Consumer purchasing behaviour entails the steps that consumers take before making a purchase of a good or service, both online and offline. Therefore, this study aims to study the factors influencing consumer purchasing behaviour on electronic products in Kelantan. A quantitative method is used in completing this research. A convenience sampling is used to collect data, and the structured questionnaire was designed to collect data among students, employee’s government sector, employees’ private sector, unemployed, self-employed in Kelantan. The statistical package for sciences (SPSS) version 28 was used for data analysis. The result concluded that the independent variable of social factors, personal factors, price factors, promotion factors and product factors have a significant relationship with consumer purchasing behaviour on electronic products in Kelantan. Limitations of this study and recommendations are included in this study to give a better idea for future researchers related to studies involving consumer purchasing behaviour on electronic products in Kelantan.