Factors Influencing User Satisfaction on Social Media Application Among Undergraduates

Abstract

In Malaysia, social media usage is incredibly high among youth, with a large proportion actively engaging with applications such as TikTok, Instagram, WhatsApp and Facebook. They use these platforms daily and often spend several hours online. This study aims to investigate the factors (informativeness, entertainment, sociability and perceived convenience) that influence undergraduate students’ satisfaction with social media applications. A structured questionnaire was then distributed to 268 undergraduate students using simple random sampling. The data collected were then analysed using SPSS software, employing descriptive statistics and multiple linear regression analysis to address the research objective. The findings revealed that all four factors, informativeness, entertainment, sociability and perceived convenience significantly influence users’ satisfaction with social media applications. The findings may be helpful for future researchers and developers seeking to design more engaging and user-friendly social media platforms.