Impact of Social Media on Consumer Purchasing Behaviour in Sarawak

Due to the disclosure of Web 2.0, traditional marketing methods have undergone tremendous changes which brought a new era marketers in background social media. The media are changing as well influencing way consumers behave. Hence, this study aims investigate factors that influences consumer purchasing behaviour Kuching, Sarawak, and understand factor has greatest impact on purchase through sites. Primary data via questionnaire is employed Sarawak. It will be interesting identify influence most for There four factors, namely personal, social, psychological, cultural assessed study. methodology techniques frequency analysis, descriptive Pearson’s correlation multiple regression analysis. Based results psychological found influential imply businesses should utilise involve online platform better understanding tap market share.