PWC1010

Workplace Communication
Trimester II Session 2014/2015
Assignment Report
Social Media Influence on MMU Students Clothing Purchase Behavior
Lecturer: Miss Suhaila Binti Adbullah
Submission date: 12th January 2015
Group 223 (FOB)

Group members:
No
1
2
3
4
5

Student Name
Nurul Hazirah Bt Mohd Nasir
Shamini a/p Utheragi
Nur Hazirah Bt Arifin
Amira Nurulashikin Bt Adam
Shivanie a/p Hasnit

Student ID
1102702646
1101109172
1102701202
1111112679
1102702440

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Abstract

Young consumers are playing an important role in online shopping. The increasing use of
Internet by the younger generation in Malaysia provides an emerging prospect for online
retailers . This research examines social media influence on MMU students clothing purchase
behavior. A survey of 150 undergraduate MMU students was carry out with questions regarding
social media, fashion sense, word of mouth, buying behavior. While both male and female MMU
students is influence by social media on their clothing purchase. Descriptive and single crosssectional design was carried out to analyze the data. The results from the questionnaire were the
most important to identify customers preference.

Acknowledgement

The survey and the report prepared is an effort of a vibrant team. Firstly, we would like to
express our special appreciation and thank to our lecturer Ms. Suhaila Binti Abdullah for her
constant encouragement and supportive ideas. Your advice on our survey as well as the report
has been priceless, besides that, we would like to appreciate the entire team for all the valuable
contribution to make this report a talk among everyone. We sincerely acknowledge the interest
shown in our survey by our lecture, friends and other people who willingly shared their opinion
on the trends. Their contribution has helped us in drawing a conclusion about social media
influence on MMU Melaka students clothing purchase behavior .

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Table of Content

No

Contents

Page Numbers

1.0

Introduction

1.1

Background

1.2

Objective

1.3

Scopes

1.4

Methodologies

2.0

Finding

2.1

Surveys

5-11

2.2

Summary of findings

12-13

3.0

Recommendation

14

4.0

Conclusion

15

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Introduction

1.1 Background
Nowadays, people tend to purchase through online and the medium to find the information about
product they want or like is through social media. Social media is a platform that influence on
peoples everyday life and the collective of online communication channels dedicated to
community based input , interaction , content-sharing and collaboration . Websites and
applications dedicated to forums, micro blogging, social networking , social book marking ,
social creation and wikis are among the different types of social media .This issue is generating a
lot of public interest and also students to purchasing products and services that have become a
more popular means in the Internet world . Therefore, because of students power in the
marketplace, it is important for retailers and consumers behavior educator to better understand
this populations attitude toward online shopping. In the Malaysian context, with the expansion
of educational services, university students have become common consumers of market
segments (Delaafrooz, 2010). This issue also it is yet to understand what factors influence online
shopping decision process and also provide more satisfaction to modern consumers.

1.2 Objectives
The objectives of this research are
1. To know current clothing trend of MMU Melaka
2. To find out the behavior of students when purchasing clothes in online
3. To know what kind of social media do they use frequently to purchase clothes.

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1.3 Scopes
This research project focus on the social media influence on clothing purchase behaviors
specifically for MMU students either the social media give them a big impact on their spending
behavior or none. This data is expected to be collected by distributing around 50 survey papers
among MMU Malacca students that contain questionnaire about clothing purchase behavior.
This survey papers will be collected, analyze and interpret the data and finally obtain certain
result.
1.4 Methodologies
This study is adapted from the study entitle Factors Driving Consumers to Purchase Clothes
through E-commerce in Social Networks. Besides than referring to journal, we decide to
distribute questionnaire to our Multimedia University students to continue our research about
how social media can influence Multimedia University students in terms of clothes purchasing
behavior. Questionnaire will be the main source of data collection. 50 MMU students would be
selected to answer the questionnaire

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2.0 Finding
2.1 Survey:

Number of respondent
20
18
16
14
12
10

Male
Female

8
6
4
2
0
18-20

21-23

24-26

Above 27

Ages of respondent

Figure 1.1 Ages of respondent by Male and Female

There are 30 surveys to give out to respondent. According to the figure 1.1 majority of
the respondent of ages is Female that age of 21-23 years old that have the highest respondent
with 19 comparing to the male is 6. While male is the minority of respondent of ages at age of
24-26 years old number of respondent of male is only

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Number of respondent
30
25
20
yes

15

no

10
5
0

Yes

No

Figure 1.2: ever done online clothes shopping

Base on figure 1.2, we can clearly observe that most of our respondent has ever done of
online clothes shopping, with 26 of respondent out of 30 is answering the survey by Yes. While
the other 4 of respondent answering No is not they are dont know about online shopping but
the reasons is measurement of the goods and services might not be accurate. So the satisfaction is
low between them.

Comfortably
Number of respondent
Extremely
2
Quite
11
Moderate
12
Slightly
3
Not at all
2
Table 1.1 comfortable in buying online clothes

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Usually Spent

Below rm50
RM 51-100
RM101-150
RM 150 or above

Figures 1.3: usually spent on online clothes shopping

According to figure 1.3 shows that the highest of respondent that usually spent on online
clothe shopping is below RM50. They are not willing to pay more than the RM50 because of the
first time to buy on online shopping or unnecessary and the lowest is RM 150 or above. Table
1.1 shows that the highest comfortable to spend online clothes shopping is moderate with 12
respondent comparing to the extremely to buying online clothes shopping with 2 respondent.

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Social Media
Strongly Agree
Agree

Strongly disagree
Disagree

Neutral

Neutral
Agree

Disagree

Strongly Agree
Strongly disagree
0

10

20

30

40

50

60

70

Figure 1.4: social media on shopping online clothes

Base on the figure 1.4 shows that the highest social media on shopping online clothes
with 62 agrees respondent and 8 with strongly agree. Respondent agree more that they spend
more the time on online shopping clothes. Moreover respondent positive think that social media
has the strongest influence in purchasing online clothes and makes customer life easier with save
more time. Furthermore, respondent can share experience about online shop through social
media. There are none of strongly disagree but a few of disagree with 11 respondent.

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Fashion Sense
Strongly agree
Agree
Neutral

Fashion Sense

Disagree
Strongly disagree
0

20

40

60

80

Figure 1.5: Fashion sense influence on shopping online clothes

Base on the bar graph of fashion sense influence on shopping online clothes shows that
the highest is neutral with 73 of respondent and agree with 53 of respondent. Fashion sense
shows that respondent can keep update with the latest fashion trends. On top of that, fashion also
is a way in expressing respondent inner self and will maintain their own fashion sense than
following the current trend. Moreover, respondent think they good source of reference among
my friend on fashion selection and rather buy well-known clothing brand than the unknown
brand online.

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Word of Mouth

Strongly disagree
Disagree
Neutral
Agree
Strongly agree

Figure 1.6: Word of mouth that influence on shopping online clothes

According to the pie chart shows that word of mouth that influence on shopping
online clothes with the highest is agree and the second highest is neutral. Respondent feel that
word of mouth leads to recognition of online clothes shop and gives positive emotional
connection while making clothes purchase decision online. Moreover, family member and
friends also are the part of influences in clothes buying decision. Word of mouth also is one
effective ways to leverage to power of social media business in online. There are none of
strongly disagree and 12 of respondent of disagree in this survey.

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Buying Behaviour
Strongly Disagree
60
50
40
30
20
10
0

Strongly agree

Agree

Disagree
Buying Behaviour

Neutral

Figure 1.7: Buying behavior on shopping online clothes

Base on figure 1.7, our respondent with the highest is neutral with buying behavior on
shopping online clothes. Moreover the second highest is disagree with 33 respondent. They think
buying clothes online for the latest styles is important in order to maintain a fashionable image.
They will not often buy clothes online without thinking carefully and buy not buy clothes
spontaneously when they browse online shop website. Our respondents also care about the price
when shopping clothes online and not for enjoyment only.

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2.2 Summary of Findings

The following is a summary of the major findings of this study:

From the findings, 100% of the respondents are using the internet daily.

Most of the respondent had ever done online clothes shopping which is 86.7%.

There is only 13.3% that does not have experience on online clothes shopping. This is
because of them afraid the measurement of the clothing might not accurate.

Majority of female had done the online clothes shopping which 76.6% compare to male it
is only 23.3%

Almost half of the respondents are frequently buy online clothes which are about 0-2
times in a month. (56.7%)

36.6% of respondents usually spend on online per month are below RM50 while there is
only 16.6% are spend above RM150 on online shopping per month and the others
respondents are spend between RM51 to RM150.

In term of comfort ability of buying online clothes from an online business that they
know, about 40% of respondent said that the comfort ability of the clothes is moderately
and there is 6.7% said that not all the online clothes that they buy are comfortable.

Based on the social media, mostly of the respondents are agreed that social media has
strongest influence in purchasing online clothes. While there is only 7.5% are disagreed
with the statement.

49% of respondents purchasing online clothes because of they are keep themselves
updated with the latest fashion trends. But there are 12.8% of respondents are disagreed
that they are purchasing online clothes because of fashion trends. The reasons are their
friends refer them as a good source of advice on fashion selection and while the others
are rather buy well-known clothing brand than the unknown brand in online shopping.

Based on the word of mouth, 50.7% agreed that word of mouth leads to recognition of
online clothes shop and influence of their family and friends member are one of the
influences their clothes buying decision. It also an effective way to leverage to power of
social media business in online.

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In the case of buying behavior, 58% of respondents often buy clothes spontaneously
when they browse online shopping websites. Other than that, they think that shopping
clothes online is for enjoyment and to maintain a fashionable image.

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3.0 Recommendation
A recommendation report proposes a solution to a problem or evaluates possible solutions
and recommends one or more. Before proposing or recommending a solution, the report needs to
identify the problem. My group and I are doing research on what are the factors driving
consumers to purchase clothes through e-commerce in social networks.
So far, in our research our students prefer buying clothes online compared to purchasing it
from a physical store. Most of the time, online shopping is cheaper and it can save cost
compared to buying clothes at physical store. The disadvantage of purchasing clothes from ecommerce in social network is the delivery time takes longer when you purchase online
compared to purchasing the same material from a physical store.
Nutshell, shopping online is very common nowadays. Shopping online is very convenient
because students will get updated with the latest fashion or design of clothing. Students or
society is not afraid to purchase any items from online due to rebates and discounts.

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