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

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 econom...

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Main Author:	Rabiatul Adawiyah, Che Halim
Format:	Thesis
Language:	eng eng eng
Published:	2020
Subjects:	HF5001-6182 Business
Online Access:	https://etd.uum.edu.my/9898/1/s825399_01.pdf https://etd.uum.edu.my/9898/2/s825399_02.pdf https://etd.uum.edu.my/9898/3/s825399_references.docx
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id	my-uum-etd.9898
record_format	uketd_dc
spelling	my-uum-etd.98982024-07-22T07:53:48Z Determinants of intention to use digital marketing: a study among food and beverages (F&B) SMEs in Kedah 2020 Rabiatul Adawiyah, Che Halim Ahmad Musadik, Siti Hajar Salwa Islamic Business School Islamic Business School HF5001-6182 Business 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. 2020 Thesis https://etd.uum.edu.my/9898/ https://etd.uum.edu.my/9898/1/s825399_01.pdf text eng public https://etd.uum.edu.my/9898/2/s825399_02.pdf text eng public https://etd.uum.edu.my/9898/3/s825399_references.docx text eng public other masters Universiti Utara Malaysia
institution	Universiti Utara Malaysia
collection	UUM ETD
language	eng eng eng
advisor	Ahmad Musadik, Siti Hajar Salwa
topic	HF5001-6182 Business
spellingShingle	HF5001-6182 Business Rabiatul Adawiyah, Che Halim Determinants of intention to use digital marketing: a study among food and beverages (F&B) SMEs in Kedah
description	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.
format	Thesis
qualification_name	other
qualification_level	Master's degree
author	Rabiatul Adawiyah, Che Halim
author_facet	Rabiatul Adawiyah, Che Halim
author_sort	Rabiatul Adawiyah, Che Halim
title	Determinants of intention to use digital marketing: a study among food and beverages (F&B) SMEs in Kedah
title_short	Determinants of intention to use digital marketing: a study among food and beverages (F&B) SMEs in Kedah
title_full	Determinants of intention to use digital marketing: a study among food and beverages (F&B) SMEs in Kedah
title_fullStr	Determinants of intention to use digital marketing: a study among food and beverages (F&B) SMEs in Kedah
title_full_unstemmed	Determinants of intention to use digital marketing: a study among food and beverages (F&B) SMEs in Kedah
title_sort	determinants of intention to use digital marketing: a study among food and beverages (f&b) smes in kedah
granting_institution	Universiti Utara Malaysia
granting_department	Islamic Business School
publishDate	2020
url	https://etd.uum.edu.my/9898/1/s825399_01.pdf https://etd.uum.edu.my/9898/2/s825399_02.pdf https://etd.uum.edu.my/9898/3/s825399_references.docx
_version_	1811772592896344064

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

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