Chapter 1 Introduction

1.0 Introduction

As businesses increasingly embrace the digital marketing to reach their target

audiences, it is become important to study into the unique dynamics of Sarawak’s economy

(Al-Azzam, 2021). This study aim to explore the effects of digital marketing on consumer

purchasing decisions in Sarawak. Sarawak is located on the island of Borneo and it has a rich

culture and vibrant economy (Britannica, 2024). Digital marketing refers to the strategic

promotion and advertising of goods and services using on digital technologies (Desai, 2019).

Furthermore, it is evident that in the highly competitive market and technological

advancements in the use of the internet and digital marketing strategies have replaced the

traditional marketing strategies (Al-Azzam, 2021). Besides, digital marketing covers a vast

area of the global market and includes the use of digital technologies to reduce costs. By

identifying existing research gaps and show the significance of this study, researcher hope to

clarify on the specific factor that effects consumer behaviour in this market (Al-Azzam,

2021).

According to Celina (2023), people average 8 hours and 6 minutes if screen time per

day on screens connected to the internet. This show how easily people can access items,

knowledge and get the information they want from online. On the other hand, it makes more

simple for individuals to select products and purchase on the online shopping. This is because

many people are too busy at work to go to the real market and buy anything (Celina, 20223).

It is also has provided many advantages to customer for online shopping. For example,
people can make a clear purchasing decisions and buy the products that satisfied (Howarth,

2023). As the global marketplace evolves, it is too must the strategies employed by

businesses to connect with their targeted audience. As a result, the emergence of digital

marketing has brought in a new era of possibilities, as well as providing businesses in

Sarawak with unique opportunity to engage with consumers in dynamic ways. For example,

from the bustling streets of Kuching to the cozy surroundings, digital marketing has the

ability to breakthrough geographical boundaries in order to bridge the gap between

businesses and consumers. Despite the clear shift towards digitalization in global markets, the

effects of digital marketing on consumer purchasing decisions in Sarawak remains an area

that is worth exploring (Al-Azzam, 2021).

Not only that, businesses have access to an amazing digital marketing opportunities

thanks to good networking. There is many digital marketing to use and it is not only can

promoted the information of product and service. This also can get a high return on

investment and attract new customers and retain existing ones. At this moment, digital

marketing methods have replaced traditional marketing strategies in market that is a high

competitive due to the internet usage and technology improvement (Revoor, 2023). Besides,

digital marketing includes various international business strategies that use digital

technologies to cut cost and expand international operations. As a result, customers are more

satisfied when online shopping and consider digital marketing to be safer than traditional

marketing which offers wider potential for future business growth (Al-Azzam, 2021).

Nowadays, the digital marketing has completely changed how customers connect with

firms and make purchasing decision (Abu Seman & Segar, 2023). With the growth of online
platforms and social media, customers can easily to get the information of products and

services. It is also can compare the price. In addition to this, companies are responding to this

trend by investing heavily in digital marketing to encourage customers to spend most of time

online. So this research will focus on the effects of digital marketing on consumer purchasing

decision in Sarawak.

Thus, this study aim to address this knowledge gap by examining the effects if key

digital marketing including email marketing, mobile marketing, social media marketing and

online advertising on the consumer purchasing decision (Abu Seman & Segar, 2023).

Organization also need to understand how digital marketing influence consumer purchasing

decision in order to correctly adjust marketing strategies and engage with customers in ever-

changing digital environment.

1.1 Background of the study

In exploring the effects of digital marketing on consumer purchasing decisions in

Sarawak, it is essential to dissect the key aspects, elements or parts of the problem at hand.

The dynamics of Sarawak’s economy as influenced by the digital era present a unique

landscape for businesses seeking to connect with their target audiences (Al-Azzam, 2021).

This section will delve into the various dimensions that define the problem, providing proof

and statistics to substantiate the importance of understanding the interplay between digital

marketing and consumer behaviour in this region (Al-Azzam, 2021).

Sarawak like many regions globally has experienced a significant surge in digital

penetration. According to Celina (2023), out of Sarawakian’s population of 2.453 million

people, 96.8% are connected to the internet and average screen time in Sarawak totals 8 hours

and 6 minutes per day. The increase in screen time is not only reflects the ease of accessing

information and knowledge and it also highlights the potential for online shopping to fit into

people’s busy schedules (Howarth, 2023). Digital marketing has been complicated connected

to online platforms and stands as a crucial player in effecting consumer purchasing decisions.

The ability of individuals to easily choose products and make informed purchasing decisions

online has become a defining characteristics of the current consumer landscape in Sarawak

(Howarth, 2023).
 The shift from traditional marketing strategies to digital methods is not the result of

technological progress. It is also a response to changing preferences and behaviours of

consumers. The online shopping experience provide consumers by providing a platform for

thorough product comparisons, transparent pricing and comprehensive reviews (Abu Seman

& Segar, 2023). This shift brings many kinds of benefits to consumers allowing them to make

clear purchasing decisions and get products that match their preferences and satisfaction (Al-

Azzam, 2021). As the global marketplace evolves, Sarawak is not immune to the

transformative impact of digital marketing. Businesses have unprecedented opportunities to

connect with their target audience through dynamic digital for today. In the digital era,

businesses have access to an array of digital marketing opportunities, facilitated by robust

networking capabilities in Sarawak (Abu Seman & Segar, 2023). The transition from

traditional marketing strategies to digital methods is evident in high-competitive markets,

propelled by increased internet usage and technological advancements (Revoor, 2023).

The landscape of consumer behaviour has experienced a paradigm shift, particularly

with the growth of online platforms and social media (Abu Seman & Segar, 2023).

Consumers can easily access information about products and services, compare prices, and

engage with brands on these digital platforms. This research will focus on key channels to

uncover their specific impacts on consumer behaviour (Al-Azzam, 2021). In summary, this

background provides a details overview of the key elements influencing the effects of digital

marketing on consumer purchasing decisions in Sarawak. By examining the interrelated

dynamics of advantages of online shopping, globalization, networking opportunities, and

changing consumer behaviour. This study aim to contribute valuable insights for businesses

aiming to navigate the ever-changing digital environment.

1.3 Problem statement

Nowadays, digital marketing has become one of the most widely used marketing

strategies in business world. Due to the shift to-one-to one marketing, digital marketing are

receiving increased attention as an effective way to connect with consumers. By helping

clients through digital marketing, it can answer any questions from consumers (Paendong,

2023). Therefore, there are a large number of digital marketing in today’s digital world,

businesses need to know who their target market is to invest in the most appropriate digital

marketing for the company’s marketing (Paendong, 2023).

Moreover, the intervention of digital marketing platforms has changed the way of

companies to connect with their target markets. As well as businesses can communicate with

customers through online platforms, including Facebook, Whatsapp, Instagram and another

social media channels. It can help customer get the recommendations form businesses. It is

important to know how digital marketing will affect the customer purchasing decisions.

While personalization in digital marketing has the potential to improve customer experience,

it remains to be seen how it will ultimately impact consumer purchasing patterns (Paendong,

2023).

In addition, digital marketing is expanding quickly and marketers must have a deep

understanding of recipient usage habits and use digital marketing to achieve effective sales.
Capturing consumer’s attention becomes increasingly challenging as viewers are inundated

with advertise from competitors (Abu Seman & Segar, 2023). This leads to companies that

may face difficulties, which require analyzing large amounts of data and using this data to

develop new marketing strategies. The aim of this study is to identify the digital marketing

that influence consumer purchasing decisions, including email marketing, mobile marketing,

social media marketing and online advertising.

1.4 Research Question

RQ1: How do different types of digital marketing (email marketing, mobile marketing, social

media marketing and online advertising) influence consumer purchasing decisions?

RQ2: What are the reasons that attract consumers in Sarawak to make purchasing decisions

for goods and services using digital marketing?

RQ3: What impact does personalization in digital marketing have on customer experiences in

Sarawak?

RQ4: Among the various digital marketing, which ones are most preferred by consumers in

Sarawak?
1.5 Research Objective

1.5.1 General Objective

The aim of this research is to comprehensively investigate and understand the

multifaceted effects of diverse digital marketing on consumer purchasing decisions in

Sarawak.

1.5.2 Specific Objectives

SO1: Identify and analyze the impact of email marketing, mobile marketing, social media

marketing and online advertising on consumer purchasing decision.

SO2: Explore the reasons that attract consumers in Sarawak to make purchasing decisions for

goods and services using digital marketing.

SO3: Examine the effects of personalization in digital marketing on customer experiences in

Sarawak.

SO4: Identify the most preferred types of digital marketing among the Sarawakian public and

provide businesses with recommendations in line with consumer preferences.

1.6 Research Significance

In this research paper, Sarawak has experienced a surged in digital penetration with a

unique cultural and economic landscape. It also need understanding the impact of digital

marketing on consumer purchasing decision is critical for businesses looking to connect

effectively with the target audiences (Al-Azzam, 2021). Not only that, addressing gaps in

existing research can enhance the new and importance of research. Besides, the results of this

study can provide valuable insights to businesses operating in Sarawak. It can understand the

specific performance of key digital marketing such as email marketing, mobile marketing,

social media marketing and online advertising will allow business to optimize strategies and

engage with consumers more effectively. As the dynamics of consumer purchase decision

evolve with technological advancements, businesses need to adapt their marketing strategies

accordingly (Al-Azzam, 2021).

This research will provide practical information for businesses to make informed

decisions about their digital marketing channels and helping them stay competitive in the

ever changing digital environment. Not only that, this study will explore the impact of

personalization in digital marketing on customer experiences in Sarawak. It also can

understand how personalization influences consumer purchasing patterns can guide

businesses in creating more tailored and satisfying experiences for customers. However, this
research contributes to the existing body of literature on digital marketing by providing

region specific insights. It also adds to the academic understanding of the effects of digital

marketing on consumer purchasing decision and particularly in a diverse environment like

Sarawak. This study can serve as a foundational area for future research in digital marketing

and consumer behaviour. It may inspire scholars and researcher to delve deeper into specific

aspects or conduct comparative studies in different regions.

1.7 Organisation of the study

The rest of the study is divided into the following section. The second chapter’s

literature review examines comprehensive review of existing literature, exploring the

relationship between various types of digital marketing and consumer purchasing decision.

This chapter aims to provide a theoretical foundation for the study, identifying key concepts,

theories, and previous research that will guide the current investigation. The topic of research

methods including sample techniques, research designs and data collection procedures are

covered in Chapter 3. The study’s data analysis is covered in the fourth chapter. The study’s

conclusion and proposal are found in fifth chapter. It includes the research synopsis, research

implication, suggestions for future and study’s findings.

 CHAPTER 2 LITERATURE REVIEW

2.0 Introduction

This research topic and scope are discussed along with the results of earlier studies in

this chapter. Not only that, this chapter will go over the effects of digital marketing on

consumer purchasing decision in Sarawak as well as the relevant research and literature. The

theoretical framework included Maslow Hierachy of need and theory of planned behaviour.

This study also provides a main body of literature review such as email marketing, mobile

marketing, social media marketing, online advertising, consumer purchasing decision and

consumer in Sarawak. Lastly, researcher will provide a chapter summary or research gap at

the end of chapter.

Besides that, this study’s independent variables (email marketing, mobile marketing,

social media marketing and online advertising) affect the dependent variables (consumer

purchasing decisions) in Sarawak.

2.1 Theoretical framework and conceptual framework

2.1.2 Theory of Consumer Behaviour

This study reveals several theories that affects consumer purchasing decision. These

theories elucidate the variables affecting purchasing decisions as well as the reason and

motivations supporting the satisfaction of needs, considered a crucial element in the

consumer purchasing decision process (Mehdi, 2023). One of the most famous theories

regarding human motivation is Abraham Maslow’s Hierarchy of needs. Nowadays, almost all

business courses teach this theory, as it is considered essential knowledge for marketers in the

professional field (Mehdi, 2023). This theory helps understand how an individual’s needs are

organized as proposed by Maslow (1943). According to Helali (2023), an individual is

motivated only when people needs are satisfies and their behaviour is affected until a specific

need is fulfilled. Maslow identified five categories of needs, each of which be satisfied to

progress to the next. Maslow’s hierarchy of needs demonstrated below explains the types of

needs that influence consumer behaviour when unmet (Helali, 2023).

 Figure 1: Maslows Hierarchy of Needs

Soures: (Helali, 2023)

Physiological needs are occurring at the first level of the pyramid as peoples are the

pyramid as people are the essential needs that include biological such as water food, warmth

and shelter (Helali, 2023). Once a consumer’s physiological needs are all met, consumers go

to the next step of recognizing their needs. Once physiological needs are satisfied, individuals

progress to the second level of Maslow’s hierarchy, addressing safety needs (Helali, 2023). If

these needs are not met, the body cannot function optimally. According to Maslow (2023),

physiological needs are of primary importance and until these needs are met, all other need

become secondary. This involves seeking security, stability and protection. Fulfilling theses

needs lays the groundwork for higher level aspirations (Malsow, 2023). In Sarawak, the

impact of digital marketing on consumer purchasing decisions is significant. With online

platforms and social media, consumers have access to a wealth of product information and

reviews to inform their choices. Digital marketing strategies play a key role in shaping

consumer preferences (Malsow, 2023). The convenience of online shopping enhances the

overall consumer experience. Additionally, digital platforms facilitate quick comparisons and

reviews helping consumers make informed decisions (Malsow, 2023). Therefore, the

effectiveness of digital marketing in Sarawak profoundly affects and guides consumer

behaviour, ultimately affecting consumer purchasing decisions.

Safety need are occurring at the second level of the pyramid and are recognized after

satisfying the consumer’s basic physiological, social and economic security that have to be

satisfied to go to the next level (Helali, 2023). These needs can be demonstrated as when a

consumer feels safe and not under any danger like an unstable economic dilemma or a war.
Safety needs situated at the second level of Maslow’s hierarchy, encompass the desire for

physical and emotional security. when met, individuals can then progress to addressing

higher-level needs, fostering a stable foundation for personal development and well-being

(Helali, 2023). In Sarawak, the impact of digital marketing on consumer purchasing decisions

is profound, particularly in addressing safety needs. With the development of online

platforms, consumers can obtain a variety of products and services from the safety of homes.

Digital marketing strategies such as targeted advertising and informational content can help

build trust and assurance in product quality and reliability (Malsow, 2023). This has resulted

in enhanced emotional and financial security among Sarawakian consumers.

Belongingness and love needs are situating at the third level of Maslow’s hierarchy

are commonly referred to as social needs (Helali, 2023). These needs only come into play

once the basic requirements are fulfilled. The emotional aspects of love, belonging and

acceptance are integral components of these social needs (Helali, 2023). Maslow emphasized

the significance of interpersonal connections, understanding and acceptance from other for an

individual. Fulfillment of belongingness and love needs is crucial for emotional well-being.

However, belongingness refers to a human emotional need for interpersonal relationship

affiliating, and being part of a group (Malaysia O.U, 2021). Maslow underscored the

importance of positive interpersonal relationship, stressing that genuine connections and

acceptance contribute significantly to an individual’s psychological growth and fulfillment

(Helali, 2023). With the increasing popularity of online platforms, individuals seeking a sense

of belonging and love can find connections through digital communities and social media.

Digital marketing campaigns that effectively leverage the emotional aspects of human

connection and acceptance can impact consumer choices (Malsow, 2023). It is also plays a

key role in meeting social needs and influencing the consumer decisions in Sarawak.
 Moving up to the fourth level, people encounter esteem needs. These needs arise only

after the satisfaction of the lower levels. They encompass elements such as recognition, pride

in accomplishments, and feelings of self-respect and confidence. According to Maslow

(2023), social and esteem needs are classified as psychological necessities for an individual.

Esteem presents the typical human desire to be accepted and valued by other. People often

engage in a profession or hobby to gain recognition (Personalisation, 2023). At the fourth

level of Maslow’s hierarchy, individuals seek esteem needs like recognition,

accomplishments as crucial element for well-being (Mehdi, 2023). As the digital landscape

evolves, individuals seeking esteem needs are increasingly influenced by online recognition

and achievement. Digital marketing plays a key role in shaping perception and provide

brands with a platform to showcase their achievements and gain recognition. The

accessibility and influence of online reviews and social media presence have greatly

increased consumer’s confidence and self-esteem in the purchasing decision (Malsow, 2023).

This satisfies consumer’s need for respect in Sarawak’s modern digital-driven market.

At the pinnacle of the hierarchy is self-actualization, the fifth and final level. Also

known as self-fulfillment needs, people only become relevant once basic and psychological

needs are met (Helali, 2023). Self-actualization involves striving towards one's maximum

potential, engaging in activities that foster personal development and self-realization. Maslow

posits that individuals can only embark on this journey once the foundational requirements

are fulfilled (Helali, 2023). Self-actualization represents the fulfillment of personal

aspirations creativity and profound sense of purpose. It encompasses the pursuit of individual

talents and the realization of one’s unique capabilities, marking the apex of psychological
growth and fulfillment (Helali, 2023). The impact of digital marketing on consumer

purchasing decisions is intertwined with the concept of self-actualization. Digital marketing

platforms play a vital role in promoting self-actualization. By delivering personalized and

targeted content, digital marketing enables consumers to explore products and services that

resonate with the interest (Malsow, 2023).

2.1.2 Theory of Planned Behaviour (TPB)

Theory of Planned Behaviour

Behaviour

Figure 2: Theory of Planned Behaviour

Source: https://www.melinakmiller.com/predicting-consumers-behavioral-intentions-the-

theory-of-planned-behavior/

The theory of planned behaviour forecast that planned behaviour are determined by

behavioural intentions which are largely affects by an individual’s attitude toward a

behaviour (Marcos, 2012). According to Haris (2021), theory of planned Behaviour proposed
by Ajzen (1985) is a social cognitive model used in social psychology to explain the

complexity of human behaviour in terms of rational decision making. Furthermore, this

theory intends to reflect the motivation and cognitive plan for engaging in behaviour, which

is determined by three key cognitive factors such as attitude, subjective norms and perceived

behavioural control (Haris, 2021).

According to Haris (2021), there are component of attitudes included affect,

behaviour and cognition. These three components effects consumer attitudes such as action.

Consumer first think about the product or services, evaluate how consumer feel about the

product or services and after that consumers will take action (Haris, 2021). Consumers from

attitudes about specific behaviours or tend to act on those attitudes (Haris, 2021). Subjective

norm is the second factor in the theory of planned behaviour and refers to consumer’s belief

about whether most people approve or disapprove of the behaviour (Haris, 2021). Subjective

norms are determined by perceived social pressure from others for consumers to behave in

ways that motivate others to conform to the views of these individuals (Melina, 2020).

Perceived behavioural control is the third and final factor in the theory of planned behaviour

(Melina, 2020). Perceived behavioural control refers to the perceived of factors that may

facilitate or hinder the performance of a behaviour due to the consumer’s perception of the

ease or difficulty of performing the behaviour (Melina, 2020). As a result, insights into how

digital marketing affect consumer purchasing decision can be gained by researching theory of

planned behaviour and it can be used to inform marketing strategies for efficiently identifying

and interacting with potential customer.

2.2 Conceptual Framework

Email Marketing

Mobile Marketing
Consumer Purchasing
Decision
Social Media
Marketing

Online Advertising

Figure 3: Conceptual Framework

This study aim to investigate the effects of digital marketing on consumer purchasing

behaviour in Sarawak. To achieve this, a conceptual framework has been developed as

depicted in Figure 3. The framework consists of four independent variables such as email

marketing, mobile marketing, social media marketing and online advertising, which are

hypothesized to have a positive impact on dependent variable, consumer purchasing. This

study will examine the impact of these digital marketing on the consumer purchasing

decision process. This conceptual framework provides a visual representation of the research

focus and will guide the data collection and analysis process to address the research

questions.

2.3 Main Body of Literature review

2.3.1 Email Marketing

Email marketing is a crucial digital marketing enabling businesses to send targeted

messages to individuals at the right time (Al-Azzam, 2021). It involves direct communication

through emails to promote products and services. Moreover, consumers also need connect to

the businesses via E-mail (Al-Azzam, 2021). Nevertheless, understanding the needs, time and

interesting letters based on consumer preferences can help raise a positive attitude towards

email advertising (Al-Azzam, 2021). Email marketing is a kind of direct marketing that

utilizes email as a means of communication or fund promoting messages to link the viewers

(Amira Mohanmmed, 2020).

Not only that, an effective email marketing requires a personalised approach and

aligning content with consumer preferences (Al-Azzam, 2021). In addition to personalisation,

successful email marketing demands a strategies understanding of analytics to measure

campaign performance and refine future strategies (Al-Azzam, 2021). Besides, implementing
segmentation and automation further enhances targeting precision and it also ensuring that

messages resonate with specific consumer segment (Al-Azzam, 2021). By training a

customer-centric approach and adapting to changing trends, businesses can build lasting

connections with the consumers through the powerful email marketing.

H1: There is a significant and positive effect of Email marketing on the consumer purchasing

decision in Sarawak

2.3.2 Mobile Marketing

In the realm of digital marketing, mobile marketing stands out as a vital channel.

There have characteristics include being broad, fast and cost effective making it the go-to

platform for users seeking information on attractive goods (Al-Azzam, 2021). Users can

easily complete transactions without the need to physically visit a store. Mobile marketing

plays a significant role in influencing purchase decisions by providing access to information

about product benefits (Al-Azzam, 2021). This interactive communication mode promotes a

direct and relevant connection between businesses and consumers (Al-Azzam, 2021). This

also will direct influencing the decision-making processes. In this day and age, almost

everyone has a mobile phone and it almost always online, so mobile marketing considered

one of the best advertising methods. Mobile devices allow for personalizing marketing

campaigns, tracking every step and measuring target audience demographics (Helali, 2023).

Furthermore, mobile marketing uses technologies such as push notifications, and

enable businesses to reach users based on the location and preferences (Al-Azzam, 2021). It
also has enhancing the personalized nature of campaign. With the widespread use

smartphones, mobile marketing has become integral for brands to build brand awareness,

engage with consumers and drive conversions in the ever-evolving digital landscape (Al-

Azzam, 2021).

H2: There is a significant and positive effect of Mobile marketing on the consumer

purchasing decision in Sarawak.

2.3.3 Social Media Marketing

Social media marketing has emerged as a rapidly growing and efficient method to

connect with targeted consumers. It involves utilizing platforms like Facebook, Tiktok, and

Youtube to promote businesses and products (Al-Azzam, 2021). This approach complements

traditional online marketing strategies such as email newsletters and advertising campaigns

(Al-Azzam, 2021). In this day and age, marketers leverage analytics applications to gain a

deeper understanding of their impact (Al-Azzam, 2021). On the other hand, brands actively

engage in conversations with consumers through social media, capturing the attention and

fostering a sense of connection. According to Al-Azzam (2021), social media is a collection

of internet based applications built on Web 2.0 principles that facilitate the creation and

exchange of real time content. This dynamic landscape continues to evolve providing new

channels and more opportunities for businesses to connect with the audiences (Al-Azzam,

2021).
H3: There is a significant and positive effect of Social media marketing on the consumer

purchasing decision in Sarawak.

2.3.4 Online Advertising

Digtial marketing which is also known as internet advertising, digital marketing is

incomplete without online advertising as it allows businesses to promote the products and

services online (Helali, 2023). Online advertising is a form of promotion that convinces

customers to make purchasing decisions and provides information to the audience. Not only

that, online advertising marketing is a strategy that utilizes the internet to get website traffic

and deliver marketing letters to the right potential consumers (Al-Azzam, 2021). The primary

advantage is the ability to promote products without geographical borders. It is a vital

component of digital marketing, allowing firms to reach users across various online platforms

(Al-Azzam, 2021). Besides that, both offline and online advertising share some

characteristics. The goal of online advertising is to be noticeable, reliable and to create

demand that should encourage a consumer to make a purchase. It is used to increase brand

recognition online and is present in emails, social media platforms, mobile devices and
display websites (Helali, 2023). Moreover, online advertising is flexible, enabling firms to

easily update product information and services. Online advertising provides the business with

precise targeting capabilities and ensure that promotional content reaches specific

demographics. This targeted approach makes marketing campaigns more efficient and

resulting in a higher return on investments (Al-Azzam, 2021). The interactive nature of

online platforms also facilitates engagement with potential customers through features like

clickable advertising and social media interactions, fostering a more dynamic and

participatory brand-consumer relationship (Al-Azzam, 2021).

H4: There is a significant and positive effect of Online advertising on the consumer

purchasing decision in Sarawak.

2.3.5 Consumer Purchasing Decision

After evaluating alternatives, consumer purchasing decisions are the next step in the

consumer purchasing decision. Currently, consumers develop a preference among brands,

products, or services under consideration and express the intention to buy the preferred brand

(Al-Azzam, 2021). Moreover, purchase decisions are affected by earlier stages of the

decision-making process. On the other hands, marketers still have the opportunity to impact

consumers who are already in the purchasing stage (Al-Azzam, 2021). Marketers should be

present the products to consumers and ensure that the buying process is simple and

convenient. By using digital technologies, digital marketing like email marketing, social

media, online advertising and mobile services can improve the consumer purchasing

experience (Al-Azzam, 2021).

2.3.6 Consumer in Sarawak

Currently, about 63.5% of sarawakian population has access to the internet and this

figure is predicted to reach above 93.8% by 2023-year end (Chua, 2023). Not only that,

consumers are individuals who purchase products and services for personal use and markets

are aggregates of consumers (Al-Azzam, 2021). Besides, the consumer purchasing behaviour

in Sarawak refers to how users select the purchase and use based on the tastes and

preferences. Furthermore, customer attention to marketing practices is increasing in Sarawak

and it will continue to be a key feature of the marketing of products and services across all

industries. Thus, this trend is growing rapidly and influencing purchasing decisions through

the information businesses and consumer provide online (Al-Azzam, 2021).

2.4 Chapter Summary

Chapter 2 of the research review literature on the effects of digital marketing on

consumer purchasing decision in sarawak. It introduces independent variable (email

marketing, mobile marketing, social media marketing and online advertising) and impact on

the dependent variable (consumer purchasing decision). Theoretical framework such as

Maslow’s Hierarchy of Needs and Theory of Planned Behaviour are discussed. The

conceptual framework illustrates the relationships between digital marketing variables and

consumer purchasing decisions. This chapter focus on the significance of email marketing,

mobile marketing, social media marketing and online advertising. It also explores the

consumer purchasing decision process in Sarawak and considering the region’s increasing

internet access the growing effects of digital marketing on consumer purchasing decision.
 CHAPTER 3 RESEARCH METHODOLOGY

3.1 Introduction

This chapter will discuss the design of the research which includes sampling

techniques, research design, research population, data collection and data analysis techniques.

The research methodology involves identify, process and review the information on the

specific ways and software. It is important to identify before create the questionnaire.

3.2 Research Design

A research design is merely a framework or plan for research that is used a guide for

data collection and analysis (Al-Azzam, 2021). A quantitative, cross sectional research design

using survey methodology was used to conduct this investigation to facilitate more accurate
data collection and to make it easier for the researcher to obtain, evaluate and summarize the

data. Research design enabled for a sizable sample (respondents) to be considered as well as

several confounding factors. This method has also shortened the time it takes to collect

surveys and it allows for instant feedback if any issues arise.

Primary data was collected through a surveys conducted in this research using

questionnaire distribution method. This questionnaire will share with respondent through

social media applications such as Facebook, Instagram and WhatsApp in the form of a

Google Forms link. The questionnaire is divided into three parts. Part A includes age, gender,

race, income level and education. Part B gathers independent information such as email

marketing, mobile marketing, social media marketing and online advertising. Part C

contained questions about the dependent variable such as consumer purchasing decision

which are variables that influence consumer purchasing decision with various digital

marketing.

The respondent can react to the questionnaire’s questions using a Likert scale, which

is a scale crated to measure how agreeable the questions are with each other. On a scale of 1

to 5, which ranges from strongly disagree to strongly agree, responses were scored. The

google forms questionnaire was utilized since it took less time to receive responses from the

respondent allowing for the quicker collection of more data through social media.
3.2 Population and Sample Size

It aids the research in compiling various data regarding the effects of digital

marketing towards the consumer purchasing decision in Sarawak for this study. A group of

things, subjects or individuals that have a common set of criteria according to most

researchers and statisticians is known to be “population”. This paper studies the effects of

digital marketing on the consumer purchasing decision (dependent variable) in Sarawak.

Thus, the population chosen are all consumers residing in Sarawak.

Furthermore, researcher generally agree that selecting a subset from the overall

population to represent the whole is known as “sampling”. To collect the required data from

the sample, researchers used a simple random approach. All individuals of a particular group

have the same probability of being randomly selected, which fluctuates internal and external

validity by increasing internal and external validity. It is the best to choose the most

accessible sample for consumers to answer the questionnaire, in my case there were 300

responses from Sarawak consumers (Al-Azzam, 2021). A large sample size provides a more

accurate representation of entire population and therefore the more accurate the results.

However, the target population of this study includes the Sarawakian population who have

been exposed to digital marketing and are aged between 18 and 55 years. The population of

Sarawakian can include students, workers and other who were given the questionnaire.

3.3 Quantitative Research

Quantitative research methods focus on objective measurement and statistical,

mathematical or numerical analysis of data collected through polls, questionnaires and

surveys as well as manipulating pre-existing statistical data using computational techniques

(John W., 2020). Besides, quantitative research can answer questions about how often

something happens or how much impact that event has on a sample population. Numerical

data collected from respondents can be transformed and generate useful data and information

that can be used to solve problems or achieve the research objective (John W., 2020). The

data collected form the respondents can be analyzed using means scores, frequency of

answers, reliability of the results which can be generated using the SPSS.

3.4 Sampling Technique

Convenience sampling is the sample strategy applied in this investigation.

Convenience sampling could be used in this study to gather preliminary primary information

on the stated question. Convenience sampling refers to conducting a survey using the most

accessible source of important information.

3.5 Data Collection and Analysis

The questionnaire must be distributed in order to gather the primary data for the

study. The statistical package for the social sciences (SPSS) version 26 was used to evaluate

the data after it had been collected. For such quantitative data, researchers from many

different disciplines use the software SPSS. Even though the programme offers a wide variety

of statistical techniques, this study will concentrate on descriptive analysis, reliability testing,

multiple linear regression and pearson correlation coefficient analysis. Lastly, the data

collection was conducted online with questionnaires delivered via Facebook, Instagram and
WhatsApp to seek for the population of Sarawak who ever exposed the digital marketing in

various industries.

3.5.1 Descriptive Analysis

Descriptive analysis also known as descriptive analysis or descriptive statistics is a

program that uses statistical techniques to describe or summarize data. Descriptive analysis is

one of the main types of data analysis. It is popular because it can generate easily

understandable insights from otherwise unexplained data. In order to provide trends in the

middle of the data, descriptive statistics define and summarize major properties of organized

data sets such as medium, mode, standard deviation and mean such as full groups or sample

replies to a research (Ray W., 2020) . By providing simple explanations of the data,

businesses can analyze and synthesize consumer feedback on outbound services to determine

how satisfied customers are with the service and how to improve it (Ray W., 2020).

Descriptive analysis is a procedure that uses statistical techniques to describe or summarize

data. Descriptive analysis is one of the main types of data analysis. It is popular because it

can generate easy-to-understand insights from otherwise uninterpretable data (Ray W., 2020).

Unlike other types of data analysis, descriptive analysis does not attempt to predict the future.

3.5.2 Reliability Test

The reliability test is aim for the researchers that can look at properties of the

measuring scale and its constituent parts. According to Frost (2022), use the statistic to help

determine whether a collection of items consistently measures the same characteristic.

Cronbach’s alpha quantifies the level of agreement on a standardized 0 to 1 scale. Higher

values indicate higher agreement between items (Frost, 2022). Researcher can compute inter-
class correlation coefficients to access the consistency of results across classes. Moreover, the

reliability of the questionnaire employing the Likert multi-item scale was assessed using

Cronbach’ alpha.

NO Coefficient Cronbach’s Alpha Reliability Level

1 More than 0.90 Excellent

2 0.80-0.89 Good

3 0.70-0.79 Acceptable

4 0.60-0.69 Questionable

5 0.50-0.59 Poor

6 Less than 0.59 Unacceptable

Table 1: Range of reliability and Coefficient of Cronbach’s Alpha

Sources: (Syuhaida, 2018)

The level of reliability and Coefficient Cronbach’s Alpha are shown in the table

above. A coefficient exceeding 0.90 is often considered outstanding reflecting strong

consistency among items. Values between 0.80 and 0.89 are deemed good while those

between 0.70 and 0.79 are acceptable. Coefficients from 0.60 to 0.69 are seen as questionable

as well as 0.50 and 0.59 are counted as poor in the reliability level. The questionnaire

designed for the study must reach a coefficient larger than 0.90 since the most crucial

accuracy and reliability of the results are goals of this investigation (Syuhaida, 2018).

3.5.3 Pearson Correlation Coefficient

The pearson coefficient also known as the Pearson coefficient or the Pearson product-

moment correlation coefficient is used to visualize the connection between two variables on a
scatter plot. Correlation is the measurement of relationship between two variables in order to

identify whether positively, negatively or not connected at all. A change in one variable that

influences a change in the other is referred to as a connection between two variables.

Value of Coefficient (R-Value) Relationship between Variables

0.80-1.0 Very Strong

0.60-0.799 Strong

0.40-0.599 Moderate

0.20-0.399 Weak

0.00-0.199 Very Weak

Table 2: Value of Pearson Correlation Coefficient

Source: (Rahman, 2018)

The table above shown the correlation coefficient’s scale (R-value) along with its

implications for the link between variables. The range of R is from -1 to +1. Since 1+1

represents perfect negative correction coefficients and correction coefficients respectively. R

value of 0 means there is no connection. As can be seen from Table 2, the R value is

considered very strong between 0.8 and +1.0, while the R value is very weak between 0.00

and 0.199 (Rahman, 2018).

3.5.4 Multiple Linear Regression

Multiple linear regression is a statistical technique used to predict the results of a

variable based on the value of two or more other variables. The strength of the association

indicates whether the dependent variable and Independent variable are positively or

negatively related. According to Hayes (2023), the standard deviation change of the
dependent variable is particularly obvious when independent variable is changed while the

other independent variable is kept constant. Use Multiple Linear Regression to discover

relationships between email marketing, mobile marketing, social media marketing, online

advertising and consumer purchasing decision. The R value of the Pearson correlation

coefficient, calculated as a percentage of variance, can be used to test the relationship

between Independent variable and dependent variable. In order for the Multiple Linear

Regression to meet the expected standards, the R-squared and P-value beta are crucial. The

beta coefficient must be between -1.0 and +1.0, the R-squared must be at least 0.2, and the P-

value must be less than or equal to 0.05 (Hayes, 2023).

3.6 Data Collection Procedures

3.7 Summary

Finally, chapter 3 concluded with a discussion of research design, research

hypothesis, quantitative research and data collection analysis. The population and sample size

of this study are also included in this chapter. The chapter also discusses the sampling

strategies applied for processing data.

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