Jurnal Multidisiplin Madani (MUDIMA)
Vol. 2 No. 12 (2022): December 2022

Celebrity Endorsements and Millennial Purchase Decisions on Instagram

Lidya Chitra Laoh (Universitas Klabat)

Article Info

Publish Date
27 Dec 2022

Abstract

This study aims to analyze the influence of celebrity endorsements on purchasing decisions for millennials on Instagram. To answer the research questions, data were collected on 471 students as research objects using a questionnaire. A simple regression method was used to analyze the collected data. The results of this study's data analysis found that celebrity endorsements were influential in determining millennial generation purchasing decisions

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Journal Info
Jurnal Multidisiplin Madani (MUDIMA)
Website

Abbrev

mudima

Publisher

PT FORMOSA CENDEKIA GLOBAL

Subject

Civil Engineering, Building, Construction & Architecture Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Industrial & Manufacturing Engineering Social Sciences

Description

Journal Description Jurnal Multidisiplin Madani (MUDIMA) adalah adalah jurnal multidisiplin yang diterbitkan oleh Formosa Publisher. Jurnal Multidisiplin Madani (MUDIMA) terbit setiap bulan (monthly). Jurnal Multidisiplin Madani (MUDIMA)merupakan jurnal peer review, open access, dan ilmiah yang ...