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Determinants of intention to use digital marketing: a study among food and beverages (F&B) SMEs in Kedah

Rabiatul Adawiyah, Che Halim (2020) Determinants of intention to use digital marketing: a study among food and beverages (F&B) SMEs in Kedah. Masters thesis, Universiti Utara Malaysia.

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The main purpose of the present study is to identify the Determinants of Intention to Use Digital Marketing among SMEs industry by focusing on food and beverages (F&B) companies. The present study believes that several factors such as perceived usefulness, perceived ease of use, perceived economic benefit, and awareness tend to have an influence on the attention to use digital marketing. Hence, the current research aims to recognise the relationship and influence factor between the intention to use and its determinants. Accordingly, structured questionnaires were adopted as the hypothesis testing methods in this study and then randomly distributed to a total of 160 respondents. Unlike previous research, Halal Certificate holders in food and beverages (F&B) companies in the entire Kedah state were selected as the respondents in this study. The result of the current research has proven that all factors mentioned above have a positive significant relationship with the intention to use digital marketing. Other than that, the present study found that perceived ease of use had no significant influence on its dependent variable whereas the remaining three variables significantly influenced the intention to use digital marketing. At the end of the current research, some recommendations on how to improve the adoption of digital marketing among SMEs industries as well as several ideas for future works regarding this research area were provided.

Item Type: Thesis (Masters)
Supervisor : Ahmad Musadik, Siti Hajar Salwa
Item ID: 9898
Uncontrolled Keywords: Digital Marketing, Intention to Use and SMEs
Subjects: H Social Sciences > HF Commerce. > HF5001-6182 Business
Divisions: Islamic Business School
Date Deposited: 28 Sep 2022 08:06
Last Modified: 28 Sep 2022 08:06
Department: Islamic Business School
Name: Ahmad Musadik, Siti Hajar Salwa
URI: https://etd.uum.edu.my/id/eprint/9898

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