The Impact of Purchasing Behaviour towards Digital Marketing in Kangar, Perlis

Marketing activity through digital medium is becoming popular among the entrepreneurship. This have managed to influence the purchasing behavior of the citizens. However, there certain people who still doubting the use of technology in daily life. There also a few people whom still not confident in using technology. Thus, this purpose of this study is to research the impact of purchasing behavior toward digital marketing. Theory of planned behavior is use in this research to explain the independent variables, which is attitude, subjective norms, perceived behavior and pricing that effecting the purchasing behavior. Besides, descriptive analysis, correlation analysis and regression analysis are use analyze the significant of independent variables towards dependent variable. This study uses quantitative method and 381 sets of questionnaires are distributed around Kangar. Reliability test are conduct for 40 respondents and obtain Cronbach’s Alpha 0.731, which is acceptable. Statistical Package for the Social Sciences (SPSS) is used to evaluate the data collected. Under regression analysis, this study find out that the attitude, subjective norms and pricing have an impact to digital marketing. While perceived behavior control has no significant to the dependent variable.