An Explanatory Study on Customer Loyalty, Brand Consciousness, Trusting Beliefs towards Online Purchasing Behaviour among Malaysian Undergraduates

 The purpose of this study is to explore the online purchasing behaviour among undergraduates and its relationship with customer loyalty, brand consciousness, and trusting beliefs. Using a convenience sampling method, data was collected through questionnaires. The findings demonstrate a significant relationship between all three variables and online purchasing behaviour. This proves that Malaysian undergraduates' decisions to purchase online are heavily influenced by their loyalty to specific platforms/brands, their awareness of brand identity, and their underlying trust in the digital transaction process.