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All Journal Jurnal Ekonomi CEMERLANG :Jurnal Manajemen dan Ekonomi Bisnis Gemilang: Jurnal Manajemen dan Akuntansi International Journal of Economics and Management Research Jurnal Penelitian Ekonomi Manajemen dan Bisnis International Journal of Management Research and Economics
PA. Andiena Nindya Putri
ITB Stikom Bali
Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Social Sciences

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Journal : International Journal of Management Research and Economics

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Influence Of Instagram Advertising On Millenial Purchase Intention PA. Andiena Nindya Putri; Mutiara Shifa; I Nyoman Tri Sutaguna; Slamet Maryoso; Arief Yanto Rukmana
International Journal of Management Research and Economics Vol. 1 No. 4 (2023): November : International Journal of Management Research and Economics
Publisher : Institut Teknologi dan Bisnis (ITB) Semarang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54066/ijmre-itb.v1i4.902

Abstract

The study aims to analyze the factors that influence the effectiveness of advertising on Instagram and its impact on the buying interests of the Millennial Generation. The factors used are: Credibility, Value, Informative, Emotion, and Entertainment. The analysis was carried out using confirmatory factor analysis based on data collected through cousions adopted from previous research. Data was then analyzed using the SmartPLS statistical program. Significant influences were found on the credibility, informative, emotion, and social media advertising factors. The results of this research can be useful for entrepreneurs who will do advertising on Instagram and also be a reference for students who take digital marketing or consumer behavior courses.
Co-Authors Agnes Soukotta Ahmad Sani Al Halik Ariawan Ariawan Arief Yanto Rukmana Aris Munandar Arlina Pratiwi Purba Asri Kunda Cakranegara, Pandu Adi Christari Lois Palit Clara NM. Rotinsulu Ema Yudiani Etty Sri Hertini Frans Sudirjo Geofakta Razali Hardi Fardiansyah I Nyoman Tri Sutaguna Jacomina Vonny Litamahuputty Masfiatun Nikmah Muhammad Yusuf Mutiara Shifa Rina Sovianti Samuel PD Anantadjaya Siti Fatimah Slamet Maryoso Zamratul Aini