Published
2024-08-22
Section
Research Articles
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How to Cite
The determinants of purchase decision towards among generation z via tiktok for health products of small and medium entrepreneurs
Kim Yew Lim
Faculty of Business and Communications, INTI International University, Malaysia
Sew Teng Yuen
Faculty of Business and Communications, INTI International University, Malaysia
Owee Kowang Tan
Faculty of Management, Universiti Teknologi Malaysia, Johor Bahru, Malaysia
Phung Thai Minh Trang
Faculty of Finance-Banking, Hoa Sen University, Vietnam
Tippawan Lertatthakornkit
Faculty of Management, Shinawatra University, Thailand
Poh Kiong Tee
Asia Pacific University of Technology and Innovation, Malaysia
DOI: https://doi.org/10.59429/esp.v9i8.2688
Keywords: purchase intention, social media engagement, health awareness, price fairness
Abstract
The widespread use of social media platforms, such as TikTok has caused a drastic change in the way that consumers behave in the modern world. During this change, TikTok has become a significant influencer, influencing the thoughts and tastes of a wide range of people. This study aims to examine the relationships between social media engagement, health awareness, perceived price fairness and the purchase intention on healthcare products via Tik Tok in Malaysia. This study employs survey questionnaire via the use of convenience sampling techniques to collect data and SPSS for Data Analysis. This study comprises of 385 sample sizes. The results show a significant relationship between social media engagement, health awareness, price fairness and the purchase intention on healthcare products via Tik Tok. From theoretical implication aspect, this research provided empirical support for the hypothesis that there are predictive links between health awareness, price fairness, social media engagement, with the purchase intention. While from practical aspect, the results of the study have important significance for the healthcare products of small and medium entrepreneurs’ future business growth.
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