A study on online shopping preference among the youth in Kota Bahru, Kelantan

In this era, online shopping has indeed gained tremendous popularity, as more people start to be driven by the widespread use of smartphones and the internet. It involves the buying and selling of various products and services through online platforms, offering convenience and accessibility to a wide range of consumers. The main purpose of this paper is to analyze and understand the specific online shopping preferences among youth in Kota Bharu, Kelantan. It seeks to explore the choices, inclinations, and behaviors related to online shopping. The study explores the impact of four independent variables which are reputation, convenience, product variety, and customer satisfaction on online shopping preferences among the youth. Through a survey conducted via Google Forms distributed on WhatsApp, the collected data underwent analysis employing frequency calculations and multiple regression techniques. The empirical findings of this investigation highlight that reputation, convenience, product variety, and customer satisfaction exhibit positive influences on online shopping preferences among the youth. This suggests that when these aspects align favorably, they tend to encourage and facilitate online shopping activities among young adults in Kota Bharu, Kelantan.