Digital marketing: consumers’ purchase intention towards e-commerce platform for urban region
BACKGROUND AND OBJECTIVES: One of the "15 Guiding Principles" designed to achieve the 2030 aim highlights the importance of giving priority to exploration in the digital economy as a crucial element in defining the future economy. Consumers’ interest in using social media and e-commerce pl...
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Veröffentlicht in: | International journal of human capital in urban management (Online) 2024-07, Vol.9 (3), p.473-488 |
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Sprache: | eng |
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Zusammenfassung: | BACKGROUND AND OBJECTIVES: One of the "15 Guiding Principles" designed to achieve the 2030 aim highlights the importance of giving priority to exploration in the digital economy as a crucial element in defining the future economy. Consumers’ interest in using social media and e-commerce platforms for their shopping activities is rising in this day of modern technology. However, based on a study conducted by the Small Medium Enterprise Corporation indicated that a substantial majority of Small and medium enterprise entrepreneurs, acknowledge the importance of incorporating digital technology into their fundamental business operations. Nevertheless, there is a noticeable discrepancy between the level of awareness regarding these technologies and their actual adoption. Therefore, the research objectives are to determine the relationship between perceived convenience, E-promotion, brand awareness, and personalization toward consumers’ purchase intention.METHODS: Data was collected from a wide range of individuals in urban areas using probability sampling methods. This study aims to gain a deeper understanding of the various factors that can impact individuals' intentions. A sample size of 385 participants from the e-commerce sector in the Klang Valley, Malaysia. Therefore, stratified sampling is employed by considering pertinent characteristics such as location, age, and intention to use e-commerce. The analyses were conducted using SmartPLS software to measure the influence of digital marketing on consumers' purchase intention.FINDINGS: The variables of E-Promotion (β=6.601, p |
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ISSN: | 2476-4698 2476-4701 |
DOI: | 10.22034/IJHCUM.2024.03.08 |