• Nor Azma Binti Rahlin Faculty of Business, Economics, and Accountancy, Universiti Malaysia Sabah, 88400 Kota Kinabalu, Sabah, Malaysia.
  • Ozzy Jas Faculty of Business, Economics, and Accountancy, Universiti Malaysia Sabah, 88400 Kota Kinabalu, Sabah, Malaysia.
  • Siti Nadhirah Mohamad Fauzi Faculty of Informatics and Computing, Universiti Sultan Zainal Abidin, 22200 Besut, Terengganu, Malaysia
  • Ayu Suriawaty @ Siti Aisyah Bahkia Indah Water Konsortium Ltd., No: 44, 6th floor, Jalan Dungun Damansara Heights 50490 Kuala Lumpur.


Background and Purpose: The Movement Control Order (MCO) requires a higher demand for online services. In light of recent events in the business environment, it is becoming challenging to ignore online channels, including online shopping platforms. The current study investigates the impact of customer satisfaction, convenience, social media influence, and website on online shopping behaviour.


Methodology: Two hundred respondents were selected based on the convenience sample. Online questionnaires were distributed to young Kota Kinabalu, Sabah, Malaysia customers. This case study was conducted after the Covid-19 pandemic in Kota Kinabalu, Sabah. Harman's Single Factor Test, Validity test, and Partial Least Square Structural Equation Model were used to validate the model of this study and the relationship between constructs.


Findings: The results reveal that customer satisfaction, convenience, and social media influence are significantly related to the online shopping behaviour of youth in Malaysia after Covid-19 pandemic. Furthermore, the relationship between customer satisfaction and online shopping behaviour is higher than that between other factors in this study model.

Contributions: In theory, this study contributes to understanding Malaysian youth customers' online shopping behaviour. Businesses must take full advantage of e-commerce platforms to ensure customer satisfaction and build customer trust through online shopping services.


Keywords: Convenience, customer satisfaction, online shopping behaviour, youth customers, social media influence.


Cite as: Rahlin, N. A., Jas, O., Fauzi, S. N. M., & Bahkia, A. S. S. A. (2024). Factors influencing online shopping behaviour of youth customers in Malaysia after Covid-19 pandemic.  Journal of Nusantara Studies, 9(1), 193-223. http://dx.doi.org/10.24200/jonus.vol9iss1pp193-223

Author Biographies

Nor Azma Binti Rahlin, Faculty of Business, Economics, and Accountancy, Universiti Malaysia Sabah, 88400 Kota Kinabalu, Sabah, Malaysia.

Dr Nor Azma binti Rahlin is a senior lecturer at the International Business Program, Faculty of Business, Economics, and Accountancy, Universiti Malaysia Sabah (UMS). Her research interests include management, human resource management, safety management, behaviour-based safety management, marketing study, and SMEs. Her research interests are more on the quantitative approach using partial and full structural equation modelling.

Ozzy Jas, Faculty of Business, Economics, and Accountancy, Universiti Malaysia Sabah, 88400 Kota Kinabalu, Sabah, Malaysia.

Ozzy Jas is an undergraduate student in the Faculty of Business, Economics and Accountancy. Her research interest is in International Business and Management.

Siti Nadhirah Mohamad Fauzi, Faculty of Informatics and Computing, Universiti Sultan Zainal Abidin, 22200 Besut, Terengganu, Malaysia

Siti Nadhirah Mohamad Fauzi is a PhD Student in Faculty Informatics and Computing at Universiti Sultan Zainal Abidin. Her research interest is in Business Management and Mathematical Modelling.

Ayu Suriawaty @ Siti Aisyah Bahkia, Indah Water Konsortium Ltd., No: 44, 6th floor, Jalan Dungun Damansara Heights 50490 Kuala Lumpur.

Dr Ayu Suriawaty holds a PhD in Strategic Management from the University Sultan Zainal Abidin (UnisZA) and a Master of Science in Occupational Safety and Health Management from the University of Cyberjaya (UoC), Malaysia. She is currently working at Indah Water Consortium Sdn. Bhd. (IWK) Head Office in Kuala Lumpur, Malaysia. Her research interests are Strategic Management and Occupational Safety and Health Management. 


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How to Cite
Binti Rahlin, N. A., Jas, O., Mohamad Fauzi, S. N., & @ Siti Aisyah Bahkia, A. S. (2024). FACTORS INFLUENCING ONLINE SHOPPING BEHAVIOUR OF YOUTH CUSTOMERS IN MALAYSIA AFTER COVID-19 PANDEMIC. Journal of Nusantara Studies (JONUS), 9(1), 193-223. https://doi.org/10.24200/jonus.vol9iss1pp193-223