Application of social media in advertising the fresh fruits and vegetables products: case study in Gombak, Selangor, Malaysia

Abstract

Advertising is not a new platform in marketing, especially for people involved in business. This research focused on the application of social media in advertising fresh fruits and vegetable products in Gombak, Selangor. In this research, two objectives were involved: to determine factors of application of social media in advertising fresh fruits and vegetables among farmers and to determine the relationship between the independent variables and dependent variables. A simple random sampling technique was used to determine the sample size. The researcher carried out three analyses to analyze the result. Firstly, descriptive analysis was used to analyze the demographic of respondents. Next, correlation analysis was used to determine the relationship between the independent variables and dependent variables. The result showed three hypotheses that have positive and strong significance between the independent variables and dependent variables. Lastly, in order to answer the second objective, factor analysis was used to analyze the factors that influence the application of social media in advertising fresh fruits and vegetables among farmers. The factors consisted of cost-effective, social media marketing tools, and promotion. The result indicated in factor loading showed there was a good relationship between cost-effective, social media marketing tools and promotion with advertising of fresh fruits and vegetables.