Article Per Year (5 Year)
p-Index From 2019 - 2024
0.23
P-Index
This Author published in this journals
All Journal Economics and Digital Business Review
Megra Maulana
Universitas Bangka Belitung
Humanities Computer Science & IT Economics, Econometrics & Finance Library & Information Science

Published : 1 Documents Claim Missing Document
Claim Missing Document
Check
Articles

Found 1 Documents
Search

 1 
Perbandingan Pengaruh Atribut Iklan Viral yang Dipilih Terhadap Belanja Perilaku Generasi Milenial - Studi Empiris Megra Maulana; Nanang Wahyudin
Economics and Digital Business Review Vol. 5 No. 1 (2024): Agustus - January
Publisher : STIE Amkop Makassar

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37531/ecotal.v5i1.975

Abstract

This study aims to evaluate how specific viral advertising elements affect Millennial consumers' purchasing decisions. We completed these two stages to reach our goal: The authors' initial step involved figuring out how the chosen features affected consumers' overall buying habits. Additionally, in the second phase, the effects of two research initiatives will be compared: ABSOLUT's viral campaign and 4KA's guerilla efforts. 360 respondents filled out a questionnaire about a sample of young clients, which provided the data for the analysis. The collaborative and cooperative millennial generation (1975-2000) Technology should only be used for passionate values and adventurous activities. The eight characteristics listed in the survey section of the questionnaire were innovation, relevance, aesthetics, clarity, comedy
Co-Authors Nanang Wahyudin