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All Journal JOSAR (Journal of Students Academic Research)
Tiara Agrippina
UPN veteran jawa timur
Economics, Econometrics & Finance Education Electrical & Electronics Engineering

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THE EFFECT OF SHOPEE BRAND PERSONALITY ON INTEREST IN USING SHOPEE PAY LATER FEATURES IN SURABAYA MILENIAL GENERATIONS Tiara Agrippina; Catur Suratnoaji
JOSAR (Journal of Students Academic Research) Vol 8 No 1: March 2023
Publisher : Universitas Islam Balitar

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35457/josar.v9i1.2597

Abstract

Marketing communication is all forms of activity to disseminate information and persuade consumers or customers directly or indirectly about an item and brand. SHOPEE made an innovation by launching the latest feature, namely the online loan feature in its application. In this study, the author will continue to examine all millennial generations, both the early and late millennial generations. The type of research used is quantitative. The city of Surabaya was chosen as the research location because the city of Surabaya is the center of the capital and economy in East Java Province. The analysis technique used is descriptive analysis and multiple linear regression analysis techniques to determine the effect of brand personality on purchase intention. The sample in this study was 100 millennial generation respondents from 5 regions in Surabaya. The analysis used was SPSS. Based on the results of research and discussion that Brand Personality has a significant effect on intention to use.
Co-Authors Catur Suratnoaji