FACULTY OF BUSINESS AND MANAGEMENT

BACHELOR OF DIGITAL MARKETING (HONS)

MKT537
RESEARCH REPORT

ASSIGNMENT
FACTORS AFFECTING STUDENTS’ ONLINE PURCHASE INTENTION IN UITM SEGAMAT

PREPARED BY:

NAME UITM ID

AHMAD EIZLAN SHAH BIN AHMAD SUKRI 2021833934

HAMIRUL IZZATY BIN HASNIZAM 2021864542

2021812586
MUHAMMAD DANIAL ASHRAF BIN ZAINURIN
2021467728
MUHAMAD AFIQ BIN MAT AMIN

EMY WARDINA AMIRAH BINTI ABDUL RAZAK 2021488694

NUR FARAH IZZATI BT ZAMRI 2021808834

PREPARED FOR: MISS MAZIDA BINTI ISMAIL

CLASS: JBA252 4B

OCTOBER 2022 – FEBRUARY 2022

TABLE OF CONTENT

1.0 RESEARCH BACKGROUND 4

1.2 PROBLEM STATEMENT 5
1.3 RESEARCH QUESTION 5
1.4 RESEARCH OBJECTIVES 6
1.5 SIGNIFICANCE OF STUDY 6
1.6 SCOPE AND LIMITATION OF STUDY 6
1.6.1 Scope of Study 6
1.6.2 Limitation of Study 7
1.6.2.1 Limited Data Scope 7
1.6.2.2 Inadequate Experience 7
2.0 LITERATURE REVIEW 7
DEPENDENT VARIABLE 7
2.1 Online Purchase Intention 7
INDEPENDENT VARIABLE 8
2.2 Social Influence 8
2.3 Electronic Word of Mouth (e-WoM) 9
2.4 Website Content 9
2.5 ​RELATIONSHIP BETWEEN IV AND DV 10
2.5.1 SOCIAL INFLUENCE AND ONLINE PURCHASE INTENTION 10
2.5.2 ELECTRONIC WORD-OF-MOUTH (EWOM) AND ONLINE PURCHASE
INTENTION 11
2.5.3 WEBSITE CONTENT AND ONLINE PURCHASE INTENTION 11
2.6 RESEARCH FRAMEWORK 12
2.7 ​SUMMARY OF HYPOTHESIS 12
3.0 RESEARCH METHODOLOGY 14
3.1 RESEARCH DESIGN 14
3.1.1 QUANTITATIVE RESEARCH 14
3.2 DATA COLLECTION METHOD 14
3.2.1 PRIMARY DATA 15
3.2.2 SECONDARY DATA 16
3.3 SAMPLING 16
3.3.1 ​SAMPLING FRAME 16
3.3.2 SAMPLING TECHNIQUE 16
3.3.3 SAMPLE SIZE 17
3.4​ RESEARCH INSTRUMENT AND SCALE 18
3.5 RESEARCH PROCEDURES 20
3.6 DATA ANALYSIS 20
4.0 FINDINGS AND ANALYSIS 21
4.1 RELIABILITY ANALYSIS 21
4.2 DEMOGRAPHICS VARIABLES 24
4.3 CORRELATION TEST 29
4.4 MULTIPLE REGRESSION 30
4.5 MODEL SUMMARY 30
5.0 CONCLUSION AND RECOMMENDATION 31
5.1 CONCLUSION 31
5.2 RECOMMENDATION 31
REFERENCES 32
APPENDICES 34
1.0 RESEARCH BACKGROUND

Internet, social platforms, mobile applications, and other forms of digital

communication technology have all integrated themselves into the daily routines of billions
of individuals all over the globe. Following the most recent figures, for the month of January
2020, there will be 4.54 billion active internet users, which represents 59% of the world's
population in total (Statista, 2021). As a direct result of the exponential growth in the
availability of the internet all over the globe, a new trend in consumer behaviour has emerged
in the form of an increased emphasis on the practice of shopping online. Consumer behaviour
is shifting away from more traditional ways as the level of faith that customers have in
technology and the digital payment sector continues to expand (Khouloud, 2020).

Online shopping means buying online for products and services. It involves going to a
seller's online platform, selecting something, and setting up shipment. Digitally or even in,
customers pay using credit or debit cards (Online shopping - definition and meaning, 2021).
Shopping online can also save users time. When people are busy with work and school, it's a
good idea to buy things online so they don't have to go to the store. People can buy anything
online, and couriers will quickly bring it to them. People like to shop online, so many people
can start businesses that do well. This method creates good jobs and makes money and
people's lives better. The economies of the countries also gain.

In Malaysia, more and more people are buying things online, which is a good sign.
Simon and Sarah (2019) say that 80% of Malaysians buy things or make payments for
services digitally. The convenience of internet buying, such as its practicality, has enhanced
shoppers' purpose to perform purchases online (Ratih et al., 2020). On top of it anyway,
shopping online can save users time and energy compared to going to stores the
old-fashioned way. Based on what the Malaysian Communications and Multimedia
Commission found in 2018, most individuals who shop online are between the age of twenty
and thirty years old. This study is congruent with the findings of Milo.E.C (2019), which also
revealed that the majority of internet customers are in this age bracket.
1.2 PROBLEM STATEMENT

Since consumers' views regarding online purchasing are highly influenced by their
perceptions of the factors involved, studying these perceptions has become an important
research topic Ariff.M.S.M (2014). According to Almousa (2011), the decision to acquire
things online would be negatively affected by the perception of online shopping
consideration. It is to be assumed that buyers would sense some degree of danger when they
want to purchase online. However, many online retailers still struggle with aspects of the
online industry, the perceived factors of online purchases have not been fully addressed,
which will impact the merchants' transactions and productivity. Therefore, it is vital to
determine which of the factors will have the influence on the online retailer, and it is intended
that the findings will assist online retailers design ways the factors in online shopping
environments in order to improve their e-commerce businesses. Thus, this study is conducted
to identify and observe what are the factors affecting students’ online purchase intention
among UITM Segamat.

1.3 RESEARCH QUESTION

There are numerous unknown aspects that can influence a customer's decision to
make a purchase when they shop online. This is due to the fact that the entire transaction
takes place in a digital environment such as social influences, electronic word-of-mouth, and
web content. Only a small percentage of customers believe that certain aspects of these
criteria have an influence on their choice of whether or not to shop online, whereas other
people do not. As a consequence of this, the following are the research questions for the
study:

RQ1: Does Social Influence (SI) affect online purchase intention among UITM Segamat
students.

RQ2: Does Electronic Word of Mouth (e-WOM) affect online purchase intention among
UITM Segamat students.

RQ3: Does Website Content (WC) affect online purchase intention among UITM Segamat
students.
1.4 RESEARCH OBJECTIVES

The research objectives simply define the goals of the investigation. They give
guidance for the investigation and explain the desired outcomes of the undertaking including
the methods used to gather information, create an argument, and draw conclusions.

RO1: To identify whether Social Influence (SI) affects online purchase intention among
UITM Segamat students.

RO2: To identify whether Electronic Word of Mouth (e-WOM) affects online purchase
intention among UITM Segamat students.

RO3: To identify whether Website Content (WC) affects online purchase intention among
UITM Segamat students.

1.5 SIGNIFICANCE OF STUDY

This research will be very helpful for online marketers because it can assist them to
obtain general knowledge and insights of factors influencing respondents’ online purchase
intention. Other than that. This research can as well help marketers better plan their strategies
mainly in the UiTM Segamat area by understanding factors influencing students’ online
purchase intention.

1.6 SCOPE AND LIMITATION OF STUDY

1.6.1 Scope of Study

To find out about factors influencing students’ online purchase intention in UiTM
Segamat. Information will be collected quantitatively. Students that will be involved for
this research will be picked randomly from any faculty in the campus that will involve
119 students and the questionnaires will be given to the students involved online. There
are five faculties in UiTM Segamat which are Faculty of Business and Management,
Faculty of Accountancy, Faculty of Information Science, College of Computing,
Informatics and Media Studies.
 1.6.2 Limitation of Study

There are several weaknesses or limitations that will be faced which would
affect the outcomes of the study which are:

1.6.2.1 Limited Data Scope

Since the data we collected from this study only involve students from UiTM
Segamat, it would not be possible for future researchers to refer to our data as it does
not represent the general population. Besides, businesses or organisations might be
reluctant to use our data to analyse or to obtain insights for their marketing strategies.

1.6.2.2 Inadequate Experience

This research is very challenging for researchers involved as there is lack of

exposure to do research before and lack of training. There is still a minimum level of
knowledge among researchers in this study regarding doing research properly, since we
only learn of research theoretically and will often have no idea on how to carry out this
research promptly.

2.0 LITERATURE REVIEW

DEPENDENT VARIABLE

2.1 Online Purchase Intention

Online purchase intention is the structure that determines how strong a customer
intends to make an online purchase (Salisbury et al., 2001). Consumers' motives for
electronic word-of-mouth searches provide quick and thorough knowledge of outside
information about a product, cut down on the time it takes to gather information, and
lower their risk of purchasing in the case of online reviews, a type of electronic
word-of-mouth (Goldsmith and Horowitz, 2006).

The definition of search behaviour according to Solomon (2006) is when

customers are faced with online purchase decisions, they must look for information
needed to guide their decisions. Electronic word-of-mouth searches take place since
buyers cannot base their purchases just on how the product looks.
INDEPENDENT VARIABLE

2.2 Social Influence

Social influence mainly explores how social groups have an impact on an

individual's thoughts, behaviours, and emotions (Khusboo Pal, 2022). It manifests in a
variety of ways and can be seen in leadership, persuasion, sales, marketing,
socialisation, peer pressure, compliance, and conformity. Social influence typically
originates from a particular command, request, or action, but people also change their
attitudes and behaviours in response to what they believe others may do or think.

Harvard psychologist Herbert Kelman distinguished three major categories of

social impact in 1958. First, compliance is the act of appearing to agree with others
while hiding one's own different ideas. Second, the identification occurs when someone
with a positive reputation, for example, a well-known celebrity that influences other
individuals and thirdly, when people agree both publicly and privately to an idea or
conduct, this is known as internalisation.

It can be thought of as an external motivation stimulus because it describes how

other people's views impact a focal person's perceptions (Wang et al., 2017). Social
influence has been considered and acknowledged as a significant driving force in the
behavioural intention of technological acceptance by numerous researchers in earlier
innovation technology studies (Bashir and Madhavaiah, 2015; Ghalandari, 2012; Gao
and Bai, 2014; Lian and Yen, 2014; Tan, 2013; Yang and Forney, 2013). Customers who
can speak with each other or the e-retailer are more likely to have their purchasing
decisions influenced by other customers who exchange and communicate information
about the products with one another. According to Ho et al. (2016), it claims that
people's behaviour is influenced by the opinions of other people also in the context of
online purchases.
2.3 Electronic Word of Mouth (e-WoM)

Electronic Word of Mouth (e-WoM) are consumers discussing and exchanging

information about a company or product via the Internet, social media, and mobile
communication (Shu-Chuan-Chu, 2021). It's simple for users to start conversations
online and it is shown to increase the likelihood that content would be transmitted
electronically. Furthermore, it enables rapid international information transmission. Due
to the eWOM effects of customer behaviour, academic studies on eWOM have been
published in subjects of advertising, marketing, communication, management, and
electronic commerce.

According to Litvin et al. (2008), e-WOM is primarily built on informal

consumer contact using different online platforms to discuss the pros and disadvantages
of any goods or services, or even the manufacturers or sellers. Since anyone with
Internet access may quickly access and use e-WOM, it is widely considered to be
beneficial.

Higher-quality electronic word-of-mouth is more convincing to consumers and

makes it simpler to affect their purchasing intentions. According to Roy et al. (2019),
positive e-WOM can improve a company's reputation, cut down on marketing and
advertising costs, and ultimately boost profits. As a result of the widespread use of the
Internet and social media platforms, e-WOM is today very important (Cheung and
Thadani, 2012).

2.4 Website Content

A website page that is given to the client may be generated statically or

dynamically and may include text, photos, hyperlinks, audio, and video content (Your
Dictionary). It may consist of text, graphics, audio, online movies, and other elements
inserted into web pages.

Researchers have highlighted the significance of a website because of how

technological aspects of online transactions are carried out. Each step in the online
purchase process involves customers using Internet technology to communicate with
 the website. As a result, buying and selling operations are greatly influenced by the
website's quality. According to Wolfinbarger and Gilly (2003), when customers connect
with the web business, they are more likely to do so by interacting with technology than
by asking for assistance from the merchant.

According to Angehrn (1997), the primary goal of a website is to provide

information. Customers research an item's brands, assortment, price, and quality before
making a purchase. Out of multiple processes in the customer purchasing process,
information search and evaluation are two of the most important. For the clients'
purchasing and selling decisions, each step offers useful information (Ranganathan &
Ganapathy 2002) because it affects the decision-making process of the buyer, the
content of the B2C website is crucial in the context of e-commerce. It is because the
information needs of various consumers vary.

2.5 ​RELATIONSHIP BETWEEN IV AND DV

2.5.1 SOCIAL INFLUENCE AND ONLINE PURCHASE INTENTION

According to the research on online shopping (Hsiao and Chen, 2018; Zhu et al.,
2019), there are various and complex aspects that influence customers' decision to shop
online. Consumer behaviour, perceptions, and attitudes are frequently linked to
purchase intention. Marketers have traditionally examined predicted purchasing
behaviours based on this aspect when determining purchasing intentions (Cheung et al.,
2005). It is the act of browsing, choosing, buying, using, and disposing of products and
services online.

Additionally, consumer experience is significantly linked with online purchase

intent for goods with positive online reviews (Kim et al., 2009). Social influence plays
an important role hence it shows a positive effect on online purchase intention (Doan,
2020; Citra Kusuma Dewi, 2020). Therefore, the following hypothesis is developed as
follows:

H1: Social influence has a significant relationship with student’s online purchase
intention in UiTM Segamat.
2.5.2 ELECTRONIC WORD-OF-MOUTH (EWOM) AND ONLINE PURCHASE
INTENTION

High-quality electronic word-of-mouth information is more likely to capture

customer interest and enhance their likelihood of making an online purchase than
low-quality electronic word-of-mouth information (Erkan and Evans, 2018).

E-WOM has a positive impact on the online purchase intentions (Nuseir, 2019;
Zhanf Ying, 2021; Uzman Saleem, 2022). Hence, this can be concluded that EWOM
plays a crucial role in online purchase intention. Therefore, the following hypothesis is
developed as follows:

H2: EWOM has a significant relationship with student’s online purchase intention in
UiTM Segamat.

2.5.3 WEBSITE CONTENT AND ONLINE PURCHASE INTENTION

According to the findings written by Yi-Chang Chen (2020), the importance of

evaluation of website content has a positive impact on online purchase intention.
Furthermore, in accordance with the study findings that are supported by Jayani
Chamarika Athapaththu (2018), it concludes that website content affects online
purchase intention. Therefore, the following hypothesis is developed as follows:

H2: Website content has a significant relationship with student’s online purchase
intention in UiTM Segamat.
2.6 RESEARCH FRAMEWORK

2.7 ​SUMMARY OF HYPOTHESIS

H1: Social Influence

H0: Social influence has no significant impact on student’s online purchase intention
among UiTM Segamat students.

H1: Social influence has a significant impact on student’s online purchase intention in
UiTM Segamat students.

H2: Electronic word-of-mouth (EWOM)

H0: Electronic word-of-mouth has no significant impact on student’s online purchase

intention among UiTM Segamat students.

H2: Electronic word-of-mouth has a significant impact on student’s online purchase

intention among UiTM Segamat students.
H3: Website Content

H0: Website content has no significant impact on student’s online purchase intention
among UiTM Segamat students.

H3: Website content has a significant impact on student’s online purchase intention
among UiTM Segamat students.
3.0 RESEARCH METHODOLOGY

3.1 RESEARCH DESIGN

In this study, descriptive research is used as the methodology. We chose this type of
quantitative research because descriptive research data can be used to examine the
correlations between variables. As its name implies, descriptive research is a type of study in
which the researcher describes the behaviour of the population. Therefore, to implement this
descriptive research method, we will issue the said survey questionnaire to our sample to gain
information about their online purchase intention preferences. Moreover, it will help to
identify the factors influencing students’ online purchase intention in UiTM Segamat. The
data will be analysed in light of the findings to reach a conclusion. The data will be analysed
in light of the findings to reach a conclusion.

3.1.1 QUANTITATIVE RESEARCH

Quantitative research was used to collect information from existing and potential
customers via sampling methods in this study. Demographically, students at the Segamat
Campus of Universiti Teknologi Mara (UiTM) will be using questionnaires in order to collect
this quantitative information. Quantitative research is preferred because it provides numerical
answers and generates data that can be verified. It typically consists of measurable and
countable numbers that can be determined by Statistical Package for the Social Sciences
software programmes (SPSS). Before obtaining results from software programmes,
researchers typically administer questionnaires to respondents, which can provide useful
information about which questions or topics need to be addressed before concluding the
survey with a written report of the study's findings.

3.2 DATA COLLECTION METHOD

The questionnaire will be distributed online through social media platforms such as
Telegram and WhatsApp only. The duration for collecting data from online questionnaires is
within a week. As a consequence of this, the accessibility of the data is facilitated by the
platforms that are used for social media.
3.2.1 PRIMARY DATA

The distribution of survey questionnaires will serve as our primary data collection
method for this research. The survey will be conducted through Google Forms and will
include the same exact questions to ensure that the data collected generates findings with a
consistent set of information and is designed to achieve the objective of this research and
gain real and first-hand insights from respondents in order to ensure a meaningful survey.

The questionnaire will be divided into two sections labelled A and B respectively. In
the first section of the survey, the demographic of the respondent is the topic of the questions
located in Section A of the questionnaire. Include information such as marital status, gender,
race, occupation, level of education, and monthly income or allowance, if available. This
section is meant to help us better understand the pattern and profile of our respondent so that
we can arrive at a conclusion that is more accurate and all-encompassing.

In addition, for Section B of the questionnaire, the primary portion of questions

pertaining to our construct will be asked, and it is possible that it will take a respondent
between 5 and 10 minutes to finish answering all of the questions. On a Likert Scale ranging
from 1 to 5, respondents will indicate in this section the level to which they agree or disagree
with each statement included in the questions. If users give something a score of 1, it
indicates that users strongly disagree with it, and if users give it a score of 5, it indicates that
users strongly agree with it.
3.2.2 SECONDARY DATA

The term "secondary data" refers to information that has been compiled for the
purpose of conducting research in the past but is still available to current researchers. Data
from secondary sources can be obtained from a wide variety of different sources. Articles
and journals are some examples of this type of writing. Researchers make extensive use of
this particular kind of data due to the fact that it is readily available and simple to obtain
online.

Articles and journals that are published online are the majority of our primary sources
for this research. According to the requirement, we are required to track down a minimum of
15 secondary data sources for our references covering a period of approximately 5 years,
beginning in 2018 and winding up in 2022. The first and most important goal is to ensure
that we carry out research in accordance with the subject matter that we have chosen. In
addition, the more references we obtain, the more precise our research will be.

3.3 SAMPLING

3.3.1 ​SAMPLING FRAME

The students from UiTM Segamat who have experience and participate in online
purchasing intentions on any platform are chosen to be the sample of this study. According to
the data provided by Hal Ehwal Akademik (HEA) UiTM Segamat, there are 7693 students in
UiTM Segamat. However, the specific number of respondents are still unknown and unclear.
Furthermore, questions will be distributed through social media platforms, for example,
WhatsApp status and Instagram stories.

3.3.2 SAMPLING TECHNIQUE

There are two types of sampling techniques which are non-probability sampling and
probability sampling. Non-probability sampling is a type of sampling where the samples rely
on the judgement of the researcher rather than a random selection. As an example,
convenience sampling, samples are selected from a population that are easier to assess by the
researchers. Meanwhile, probability sampling is a method where researchers take samples
from a larger population to be studied. The researcher must select their respondent by using
random selection. As an example, simple random sampling. This method randomly selects
their sample for the study. This method is also known to have an equal chance for every
element to participate as a subject in the research. As we know, the main objective of
sampling techniques is to find or create a smaller group of samples that represent the
characteristics of a larger group or population.

This study will be using probability sampling techniques. Specifically on simple

random sampling where every element has an equal chance to participate in the research as
the subjects. To gain the representatives of the research, there were questionnaires distributed.
We are distributing questionnaires through an online platform that includes WhatsApp,
Telegram, and Instagram stories. From the large population of UiTM Segamat students, our
respondent will be picked randomly to answer the questionnaire.

3.3.3 SAMPLE SIZE

To gain a suitable sample for this study, students who attend in UiTM Segamat are
chosen to be the respondent. Based on the data from, Hal Ehwal Akademik UiTM Segamat
(HEP) UiTM Segamat has a total of 7693 students in the campus. This study is to understand
the factors that influence student online purchase intentions in UiTM Segamat. Therefore, the
researcher only targeted 119 students that will represent the student in UiTM Segamat who
have experience and participate in online purchasing. We will provide the questionnaire and
will be spread through shared links and on online social media platforms such as WhatsApp
status and Instagram.
3.4​ RESEARCH INSTRUMENT AND SCALE

This study used an online survey approach for data collection to ease the data
collection from a large sample in a short period of time (Mohammed T. Nuseir, 2018) using
questionnaire as a form of tool. There are a few questions from the past research and study
that are related and relevant to our research that we can adapt to this study. This questionnaire
consists of two different parts which are section A and section B. Similar to most of the
questionnaires, section A will be the demographic part which contains the demographic
information of the respondents. Meanwhile, for section B will be the questions that relate to
our dependent variable. Section B will be the most important part where the answer from the
respondents will be use as material of study in our research. The questions in section B will
be asking questions that relate to the independent variables, social influence, electronic word
of mouth and website content. Section B questions will be measured by 5 points of Likert
scale that consists of (1) Strongly Disagree, (2) Disagree, (3) Neutral, (4) Agree, and (5),
Strongly Agree. (Jayani Chamarika Athapaththu and D. Kulathunga, 2018).

SECTION CONTENT ITEM COUNT SOURCES

A Demographic 5 items
Questions None, since we created our own
questions for demographic
sections.

3 items
B Electronic Word of Shu-Hsien Liao a, Da-Chian Hu
Mouth b, Yu-Chun Chung c, An-Pu
Huang a, 2021

Social Influence 3 items

Citra Kusuma Dewi, Zurina
Mohaidin and Mohsen Ali
Murshid, 2019.

Website Content 4 items

Jayani Chamarika Athapaththu,
D. Kulathunga, 2018.

Online purchase 3 items

intention Citra Kusuma Dewi, Zurina
Mohaidin and Mohsen Ali
Murshid, 2019
3.5 RESEARCH PROCEDURES

The research procedure will be collecting any relevant information that can relate to
our study, as an example, social influence, electronic word of mouth and website content.
After gathering the related information, we will be constructing the questionnaire that will be
distributed later on. We will distribute the questionnaire through WhatsApp status for our
mutual contacts to access, we also will distribute the link through Telegram which will be
shared through any UiTM Segamat community channels such as course group or any other
group that contain UiTM Segamat students in it. Lastly, Instagram also can be a platform for
us to distribute the questionnaire, we will be sharing the questionnaire through links and, we
will be sharing through any Instagram accounts that are related to UiTM Segamat.

3.6 DATA ANALYSIS

For this article analysis we will be using regression analysis to analyze any of the data
that has been collected from the questionnaires. The focus of regression analysis is to analyze
data between dependent variable and independent variable and form the linear equation
between both variables. Multiple regression is a technique that is used to analyze the
relationship between a single dependent variable and several independent variables. This
analysis was done to identify the direct relationship between online purchase intentions
(dependent variable) and social influence, electronic word of mouth and website content
(independent variables). It is done to determine the factors that can influence the student’s
online purchase intentions in UiTM Segamat.
4.0 FINDINGS AND ANALYSIS

4.1 RELIABILITY ANALYSIS

Reliability refers to the degree to which a scale gives consistent findings when
repeated measurements are taken. The study of dependability is known as reliability analysis.
Measuring the percentage of systematic variation in a scale, which may be done by analyzing
the relationship between the scores received from various administrations of the scale, is
required for reliability studies. Consequently, if the relationship in a reliability study is strong,
the scale is trustworthy since it produces consistent findings.

IV I: Electronic Word of Mouth

Reliability Statistics

Cronbach's
Alpha N of Items

.656 3

Cronbach's Alpha for Electronic word of mouth for item number one was found to

have a value of 0.656 after being subjected to the reliability test. This is an acceptable

amount, according to the standards.

IV II: Social Influence

Reliability Statistics

Cronbach's
Alpha N of Items

.746 3

The value of dependability for IN1 is calculated to be 0.746. This is regarded to be a

good level based on the Alpha Cronbach Value.

IV III: Website Content

Reliability Statistics

Cronbach's
Alpha N of Items

.900 4

After being put through the reliability test, the first item's Cronbach's Alpha for

Website Content was determined to have a value of 0.900. This was the result of the test.

According to the criteria, this quantity is considered to be satisfactory.

DV: Online Purchase Intention

Reliability Statistics

Cronbach's
Alpha N of Items

.743 2

It was concluded that the first item's Cronbach's Alpha for the dependent variable,

which was the intention to make an online purchase, had a value of 0.743 after being

subjected to the reliability test. This was the conclusion reached after carrying out the test. In

light of the criteria, it has been determined that this quantity is good and meets the

requirements.
4.2 DEMOGRAPHICS VARIABLES

Researchers collect demographic data to characterise the make-up of their samples for
use in statistical analysis. Age, gender, ethnicity, socioeconomic status, and social affiliation
are all examples of such variables used in practical statistics and research. Descriptive
statistics are often used for reporting demographic information.

According to the information presented in table 4.2.1 displayed above, the first question that
has an impact is the gender of the people who responded to the survey. The majority of the
people who responded to this question were female, accounting for (56.9%) of the total,
while the remaining 73 respondents were male, accounting for (43.41%) of the total.
According to the data presented in table 4.2.2, the ethnicity of the people who participated in
this research is the second demographic variable that had an impact on the study. The age
range of our respondents that compromised the largest proportion was 22-25 years old
(89.15%), followed by the age range of 18-21 years old (7.75%) and those who were 26 years
old or more (2.33%).
In terms of the faculty that our respondents currently studied in, we found that the majority of
them are from the Faculty of Business and Management, which accounts for around 66.67%
of the total. The College of Computing, Informatics, and Media Studies comes in second
(16.28%), followed by the Faculty of Accountancy (11.63%), and finally the Academy of
Language Studies (5.43%) rounds out the top five.
The level of education held by the majority of respondents to our research poll is Bachelor's
degree, which accounts for around 79.07% of respondents. This followed by respondents who
have a Diploma (19.38%) and Pra-diploma (1.55%).
When it comes to how often you shop online, the results reveal that 51.16% of respondents

do so once a month, followed by (16.28%) who do it twice a week and (1.78%) who do it

once a week, followed by (15.50%) who does it constantly and (0.78%) who never.
4.3 CORRELATION TEST

A relationship between two different variables is referred to as a correlation. A correlation

may be good or bad, positive or negative, and in either direction. There is not always a link
between the two. A correlation research can either find a positive correlation, a negative
connection, or it can find no connection at all. These are the three results that are conceivable.
Researchers have a method for presenting their findings known as the correlation coefficient,
which is a numerical value.

The higher the number of independent variables, the higher relationship with dependent
variables. TOTALEWOM has a positive relationship with purchase intention with r=0.548.
TOTALSOCIAL have a positive relationship with purchase intention with r=0.592. TOTAL
WEBSITE have a positive relationship with purchase intention with r=0.559.
4.4 MULTIPLE REGRESSION

PI = 0.369 (TOTAL SOCIAL) + 0.252 (TOTAL WEBSITE)

TOTALSOCIAL and TOTAL WEBSITE are less than 0.05, so this research rejects null
hypothesis and accepts alternative hypothesis which means that they have influence.

1 unit increase in TOTAL SOCIAL will lead to 0.369 increase in PI

1 unit increase in TOTAL WEBSITE will lead to 0.252 increase in PI

In conclusion, we must allocate a greater portion of our budget to TOTAL SOCIAL, as this
factor possesses a higher degree of power compared to TOTAL WEBSITE.

4.5 MODEL SUMMARY

This R Square can explain dependent variables by using independent variables. R Square
shows that 45.7% of the dependent variable have intention to make online purchasing.
Another 54.3% will be explained by future researchers. R (0.676) is the correlation between
independent and dependent variables.
5.0 CONCLUSION AND RECOMMENDATION

5.1 CONCLUSION

As a conclusion, based on our research findings, out of three independent variables,

there are only two independent variables that are social influence and website content really
influence the students’ online purchase intentions in UiTM Segamat.

5.2 RECOMMENDATION

Our research findings can totally contribute in helping students, especially those in
UiTM Segamat, to improve their knowledge about online purchasing. Not only that, students
also can improve their knowledge about how these factors can affect their online purchasing
intention, because these factors are the most influential towards online purchase intention
among UiTM Segamat students.
 REFERENCES

Statista, B. D. P. (2021). Global digital population as of January 2021. URL: https://www.

statista. com/statistics/617136/digital-population-worldwide/(дата звернення: 05.02. 2022).

East, F. M. (2020). Are We Witnessing The Awakening Of A New World Order? Forbes ME.
Retrieved December 25, 2022, from
https://www.forbesmiddleeast.com/leadership/opinion/are-we-witnessing-the-awakening-of-a-n
ew-world-order

Online shopping - definition and meaning. (2021). Market Business News. Retrieved December 25,
2022, from
https://marketbusinessnews.com/financial-glossary/online-shopping-definition-meaning/

Simon, & Sarah. (2019, September 18). Ecommerce in Malaysia in 2019 — DataReportal –
Global Digital Insights. DataReportal – Global Digital Insights. Retrieved December 25, 2022,
from https://datareportal.com/reports/digital-2019-ecommerce-in-malaysia

Ratih, H., Ana, A., Asnul, D. M., & Thospon, S. (2020). Model of purchase impulsive behaviour of
online consumers: Case in Indonesia. International Journal of Advanced Science and
Technology, 29(7), 290-298.

Malaysian Communications And Multimedia Commission (MCMC). (2022, December 19).

Malaysian Communications and Multimedia Commission (MCMC) | Suruhanjaya Komunikasi
Dan Multimedia Malaysia (SKMM). Retrieved December 25, 2022, from
https://www.mcmc.gov.my/en/home

Milo, E. (2019, March 22). Malaysia’s online shopping behaviour in infographic. Malaysia’s
Online Shopping Behaviour in Infographic | ecInsider. Retrieved December 25, 2022, from
https://www.ecinsider.my/2019/03/malaysia-online-shopping-behaviour-infographic.html

Almousa, M. (2011) Perceived Risk in Apparel Online Shopping a Multi Dimensional Perspective.
Canadian Social Science, 7, 23-31. - References - Scientific Research Publishing, n.d.)
Ariff, M. S. M., Sylvester, M., Zakuan, N., Ismail, K., & Ali, K. M. (2014, June). Consumer
perceived risk, attitude and online shopping behaviour; empirical evidence from Malaysia. In
IOP Conference Series: Materials Science and Engineering (Vol. 58, No. 1, p. 012007). IOP
Publishing.

Suparno, C. (2020). Online purchase intention of halal cosmetics: S-O-R framework

application. Journal of Islamic Marketing, 12(9), 1665–1681.
https://doi.org/10.1108/jima-09-2019-0192

M. T. Nuseir, “The impact of electronic word of mouth (e-WOM) on the online purchase
intention of consumers in the Islamic countries – a case of (UAE),” Journal of Islamic
Marketing, vol. 10, no. 3, pp. 759–767, 2019.

Citra Kusuma Dewi, Z. M. (2020). Determinants of online purchase intention:. JOURNAL OF

ASIA BUSINESS STUDIES, 281-306.

Doan, T.-T. T. (2020). Factors affecting online purchase intention: A study of Vietnam online
customers. Management Science Letters 10 (2020) 2337–2342, 6.

Jayani Chamarika Athapaththu, D. K. (2018). Factors Affecting Online Purchase Intention:

Effects of Technology and Social Commerce. International Business Research, 111-128.

Nuseir, M. T. (2019). The impact of electronic word of. Journal of Islamic Marketing, 759-767.

Uzman Saleem, S. Y. (2022). The impact of website quality on customer satisfaction and
eWOM in online purchase intention: The moderating role of gender in risk-taking. Original
Research, 1-14.

Yi-Chang Chen, H.-H. L. (2020). The Effects of Website Content and Trust on Online .
Advances in Economics, Business and Management Research, volume 145, 1-7.

Zhanf Ying, Z. J. (2021). TAM Model Evidence for Online Social Commerce Purchase
Intention. Information Resources Management Journal, 86-108.
APPENDICES

FACTORS AFFECTING STUDENTS’ ONLINE PURCHASE INTENTION AMONG

UITM SEGAMAT

INSTRUCTIONS

Purpose of this survey

The main purpose of this study is to find the factors that are affecting
students’ online purchase intention in UiTM Segamat. The research result
will be used by online business organisations to enhance their performance
and provide better services to match the student’s expectation.

For further clarification and instructions, please contact:

Danial Ashraf Bin Zainurin

Email: 2021812586@student.uitm.edu.my
Tel: 013-6243283
Lecturer: Miss Mazida Binti Ismail
Email: uchumajeed@gmail.com
Address:
Faculty of Management and Business
Universiti Teknologi Mara
KM 12, Jalan Muar 85000 Segamat Johor.
Fax: 07-935 2000

STATEMENT OF CONFIDENTIALITY

All the information obtained is strictly confidential and for educational purposes only.
It will be handled strictly confidential, and we will not share or publish the information
to any person or organisation.
PART A: DEMOGRAPHIC OF RESPONDENTS

This section is the basis to assist study researchers to understand respondents.

Please tick [/] for the accurate answer.

1. Gender

Male

Female

2. Age

18 - 21 years old

22-25 years old

26 years old and above

3. Faculty

Faculty of Business and Management

Faculty of Information Science, College of Computing,

Informatics and Media Studies

Academy of Language Studies

Faculty of Accountancy

4. Level of education

Diploma

Bachelor’s Degree

5. How often you shop online

Once a week

Twice a week

Once a month

Always

Never
 PART B: FACTORS INFLUENCING STUDENTS’ ONLINE PURCHASE INTENTION

This section is about learning factors influencing your online purchase intention.
Please tick [/] to what extent you agree with the following statements.

Factors Influecing’s Students Online Strongly Disagree Fair Agree Strongly

Purchase Intention Disagree agree

1 2 3 4 5

Electronic Word of Mouth

1 I will share the experience of using

the product with others online

2 Online communities get product

information faster

3 The high visibility of products on

the internet will affect my familiarity
with the products

Online Purchase Intention

4 I have intention to shop online

5 I would like to recommend friends

and family to shop online

6 I love to shop online

Website Content

7 Website that I always use carries

products and services with
reputable brand names

8 Website that I always use has

sufficient information to compare
across alternatives

9 Website that I always use provides

sufficient information about firm,
product, and services

10 Website that I always use

adequately met my information
needs

Social Influence

1 I am influence by people around me

 that are using online shopping
channels

2 People are very close to me have

been helpful in the use of online
shopping channels

3 People very close to me supported

the use of the online shopping
channels