The Impact of Shopee Facebook Advertising towards the Consumers' Purchasing Behaviour among Malaysian Young Adults

Kwang, Kah Yong (2022) The Impact of Shopee Facebook Advertising towards the Consumers' Purchasing Behaviour among Malaysian Young Adults. Final Year Project (Bachelor), Tunku Abdul Rahman University College.

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Abstract

The purpose of this research is to find out the impact of Shopee Facebook advertising towards the consumers’ purchasing behaviour among Malaysian young adults. It also examines the effectiveness of Shopee Facebook advertising on purchasing behaviour among young adults and the perceptions of young adults towards Shopee Facebook advertising. The researcher did this research by using the quantitative method which is the online survey questionnaires method. The data is collected from 100 qualified young adults’ respondents through an online survey questionnaire which is Google Form. The findings revealed that Shopee Facebook advertising influences the purchasing behaviour of young adults. Aside from that, the findings of the study revealed that before making a purchase, young adults would frequently consider various factors such as the price and benefits of the products that are advertised to them by Shopee. Furthermore, majority of young adults also interested in the advertisement and they responded positively to the advertisement featuring celebrity endorsers. As a result, this study is beneficial to marketers who want to target young adults because it informs them that celebrity endorsers should be included in their advertising or marketing campaign to increase the effectiveness and purchase intention of young adults.