Understanding the Drivers of Artificial Product Purchases Among Students in Malaysian Higher Learning Institutions

Abstract

In recent years, cases related to artificial products have garnered significant attention globally. Artificial products are widely available and often purchased to fulfill various needs and desires. This study aims to assess the level of artificial product purchasing and examine its correlation with factors such as social media, price, brand image, attitude, and social influences. Data for this research were collected quantitatively through a survey targeting students from three TVET higher education institutions in the northern region of Peninsular Malaysia. A total of 315 responses were received, of which 300 were analyzed using descriptive and correlational methods. Descriptive analysis indicated a high level for all variables studied, while correlation analysis revealed significant positive relationships between social media, brand image, attitude, price, and social factors with artificial product purchasing. The findings provide valuable insights into the development and influence of purchasing factors in Malaysia. Recommendations for future research are also discussed..