Statistical Analysis of Digital Marketing's Impact on Integrated Marketing Communication in Malaysia's Real Estate Sector

Abstract

This marketing idea guarantees that all kinds of communication and messaging are properly linked together, which is known as Integrated Marketing Communications (IMC). IMC, or Integrated Marketing Communication, refers to the process of coordinating all promotional efforts so that they complement one another. The research study used the technique that relied on a descriptive research strategy. Further, both secondary and primary data sources contributed in the data collection process. Secondary data provided the investigation with the theoretical underpinning which need to be taken further for more detailed analysis. The questionnaire has been used in the primary research as vital tool for collection of the primary data using a survey. Because the study's primary focus is on "Customer's predisposition towards online marketing," a structured and closed-ended questionnaire has been developed for just consumers.

Customers were asked about their preferences for internet marketing vs other traditional methods of learning about different products and making purchasing decisions, which were all included in the survey. After then, it's time to hand out questionnaires to the study's participants. In the Selangor suburbs, stratified probability sampling is utilised with a sample size of 200 people and a sample frame that encompasses educational institutions as well as business headquarters. After the data was obtained, it is analysed using SPSS 25.0 and the Ms-Excel Add-In Data Analysis feature in Microsoft Excel. Mean, Median & Mode, Standard Deviation, Skewness & Kurtosis are some of the statistical methods employed in the analysis.