A study on the relationship between online advertisement and purchase intention among Generation Y in Universiti Teknologi Mara (UiTM) Pulau Pinang / Nor Azliana Norli

A study on the relationship between online advertisement and purchase intention among Generation Y in Universiti Teknologi Mara (UiTM) Pulau Pinang / Nor Azliana Norli

The objectives of this study and the research questions of the study have been attempted and answered accordingly. It is concluded that all hypotheses were tested and significant levels were presented and conclusions made. The significant variables identified and their relationships between online a...

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Main Author: Norli, Nor Azliana
Format: Student Project
Language:English
Published: Faculty of Business and Management 2016
Online Access:http://ir.uitm.edu.my/id/eprint/17833/
http://ir.uitm.edu.my/id/eprint/17833/2/PPb_NOR%20AZLIANA%20NORLI%20BM%2016_5.pdf
id uitm-17833
recordtype eprints
spelling uitm-178332019-06-10T03:39:14Z http://ir.uitm.edu.my/id/eprint/17833/ A study on the relationship between online advertisement and purchase intention among Generation Y in Universiti Teknologi Mara (UiTM) Pulau Pinang / Nor Azliana Norli Norli, Nor Azliana The objectives of this study and the research questions of the study have been attempted and answered accordingly. It is concluded that all hypotheses were tested and significant levels were presented and conclusions made. The significant variables identified and their relationships between online advertisements influence to Generation Y consumer's purchase intention with personal characteristics like age, gender, marital status, education, income, and etc., quality advertisement of products and services and consumer perception were in general positive and significantly affected. On the other hand, the hypotheses were accepted in the differences in consumer purchasing factors when considering income and occupation between Generation Y customers' to purchasing decision of products in Universiti Teknologi MARA (UiTM) Pulau Pinang. Majority of the respondents after viewing advertisements, were motivated to buy products and services based on the quality in relation with price and consumer perception with product fashion and limited editions with exceptional technological features, which shows that Generation Y consumers' purchase decisions have the mixed combination of their own behaviour and social implications which is to bring up their social status in their community. Since these ranges of population transferring to more important consumer group as a result of their perceptions of online advertisements credibility, organizations and media planners are paying more attention to these types of customers. Faculty of Business and Management 2016 Student Project NonPeerReviewed text en http://ir.uitm.edu.my/id/eprint/17833/2/PPb_NOR%20AZLIANA%20NORLI%20BM%2016_5.pdf Norli, Nor Azliana (2016) A study on the relationship between online advertisement and purchase intention among Generation Y in Universiti Teknologi Mara (UiTM) Pulau Pinang / Nor Azliana Norli. [Student Project] (Unpublished)
repository_type Digital Repository
institution_category Local University
institution Universiti Teknologi MARA
building UiTM Institutional Repository
collection Online Access
language English
description The objectives of this study and the research questions of the study have been attempted and answered accordingly. It is concluded that all hypotheses were tested and significant levels were presented and conclusions made. The significant variables identified and their relationships between online advertisements influence to Generation Y consumer's purchase intention with personal characteristics like age, gender, marital status, education, income, and etc., quality advertisement of products and services and consumer perception were in general positive and significantly affected. On the other hand, the hypotheses were accepted in the differences in consumer purchasing factors when considering income and occupation between Generation Y customers' to purchasing decision of products in Universiti Teknologi MARA (UiTM) Pulau Pinang. Majority of the respondents after viewing advertisements, were motivated to buy products and services based on the quality in relation with price and consumer perception with product fashion and limited editions with exceptional technological features, which shows that Generation Y consumers' purchase decisions have the mixed combination of their own behaviour and social implications which is to bring up their social status in their community. Since these ranges of population transferring to more important consumer group as a result of their perceptions of online advertisements credibility, organizations and media planners are paying more attention to these types of customers.
format Student Project
author Norli, Nor Azliana
spellingShingle Norli, Nor Azliana
A study on the relationship between online advertisement and purchase intention among Generation Y in Universiti Teknologi Mara (UiTM) Pulau Pinang / Nor Azliana Norli
author_facet Norli, Nor Azliana
author_sort Norli, Nor Azliana
title A study on the relationship between online advertisement and purchase intention among Generation Y in Universiti Teknologi Mara (UiTM) Pulau Pinang / Nor Azliana Norli
title_short A study on the relationship between online advertisement and purchase intention among Generation Y in Universiti Teknologi Mara (UiTM) Pulau Pinang / Nor Azliana Norli
title_full A study on the relationship between online advertisement and purchase intention among Generation Y in Universiti Teknologi Mara (UiTM) Pulau Pinang / Nor Azliana Norli
title_fullStr A study on the relationship between online advertisement and purchase intention among Generation Y in Universiti Teknologi Mara (UiTM) Pulau Pinang / Nor Azliana Norli
title_full_unstemmed A study on the relationship between online advertisement and purchase intention among Generation Y in Universiti Teknologi Mara (UiTM) Pulau Pinang / Nor Azliana Norli
title_sort study on the relationship between online advertisement and purchase intention among generation y in universiti teknologi mara (uitm) pulau pinang / nor azliana norli
publisher Faculty of Business and Management
publishDate 2016
url http://ir.uitm.edu.my/id/eprint/17833/
http://ir.uitm.edu.my/id/eprint/17833/2/PPb_NOR%20AZLIANA%20NORLI%20BM%2016_5.pdf
first_indexed 2023-09-18T22:59:10Z
last_indexed 2023-09-18T22:59:10Z
_version_ 1777418057016147968

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