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Factors affecting generation Y hybrid vehicle purchasing intention using internet advertising

Daud, Ezam (2016) Factors affecting generation Y hybrid vehicle purchasing intention using internet advertising. Masters thesis, Universiti Teknologi Malaysia, Faculty of Management.

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Abstract

The purpose of this study is to find factors affecting generation Y hybrid vehicle purchasing intention using internet advertising. The variable consists emotion, self-image, product information and purchasing intentions stated as independent variable for this study. The respondents were 150 generation Y in Johor Bahru and it represent generation Y population in Malaysia. Statistical technique such as descriptive analysis, t-test, ANOVA and inferential analysis, multiple regression were used in this study. Descriptive analysis showed no positive significant relationship in relation of purchasing intentions. However, inferential analysis found there is a strong significant relationship on among factor affecting generation Y hybrid vehicle purchasing intention using internet advertising. Research identified self-image as the strongest factor in affecting generation Y hybrid vehicle purchasing intention. Future study should look into other factors on the generation Y hybrid vehicle purchasing intention using internet advertising.

Item Type:Thesis (Masters)
Additional Information:Thesis (Sarjana Pengurusan (Teknologi)) - Universiti Teknologi Malaysia, 2017; Supervisor : Dr. Zuraidah Sulaiman
Uncontrolled Keywords:hybrid vehicle, internet advertising
Subjects:H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
Divisions:Management
ID Code:77937
Deposited By: Widya Wahid
Deposited On:23 Jul 2018 14:00
Last Modified:23 Jul 2018 14:00

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