THE EFFECT OF FACEBOOK ADVERTISING ON GENERATION Y PURCHASE DECISION

Authors

  • Hartini Azman
  • Xue Yi Chiang
  • Mariam Miri Abdullah

Abstract

This research is to benefit the marketers to more effectively reach Generation Y customers as in this globalisation era. Hence, the aims of this research is to investigate the effect of Facebook advertising on Gen Y purchase decision and moderating effect of demographic factors on the relationship between perception of Facebook and purchase decision.  The three perceptions proposed in the model, namely perceived trust, perceived informativeness and perceived risk with moderating effects of gender between perceptions of Facebook advertising and consumer purchasing decision. The quantitative research was used for 300 respondents from Gen Y participated were selected from Generation Y in Johor, Malaysia. Results of the research shows that perceived trust and  perceived  risk  have  a  significant relationship  with  purchase  decision,  but  perceived  informativeness  does  not  have  a significant  relationship  with  purchase  decision.  In addition, gender had a significant moderating effect  on  the  relationship  between  perception  of  Facebook  ads  and  purchase decision.

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How to Cite

Azman, H., Chiang, X. Y., & Abdullah, M. M. (2018). THE EFFECT OF FACEBOOK ADVERTISING ON GENERATION Y PURCHASE DECISION. Journal of Technology Management and Technopreneurship (JTMT), 6(1), 31–46. Retrieved from https://jtmt.utem.edu.my/jtmt/article/view/5224

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Section

Journal of Technology Management and Technopreneurship