Impact of Social Media on Consumer Purchasing Behaviour in Sarawak

Abstract

Due to the disclosure of Web 2.0, the traditional marketing methods have undergone tremendous changes which brought a new era to marketers in the background of social media. The social media are changing as well as influencing the way consumers behave. Hence, this study aims to investigate the factors that influences the consumer purchasing behaviour in Kuching, Sarawak, and to understand which factor has the greatest impact on consumer that purchase through social media sites. Primary data via questionnaire is employed to investigate the impact of social media on purchasing behaviour of consumers in Kuching, Sarawak. It will be interesting to identify the factors influence the most for purchasing behaviour of consumers on social media. There are four factors, namely personal, social, psychological, and cultural factors assessed in this study. The methodology techniques employed in this study are frequency analysis, descriptive analysis, Pearson’s correlation analysis, and multiple regression analysis. Based on the results of analysis, psychological factors is found to be the most influential factor for consumers purchasing behaviour in Kuching, Sarawak. The results of this study imply businesses should utilise social media and involve in online platform to have a better understanding on consumers purchasing behaviour and to tap the market share.