Nobel Indonesia Institute

How Digital Technology Driven Millenial Consumer Behaviour In Indonesia

Show simple item record Indahingwati, Asmara Launtu, Ansir Tamsah, Hasmin Firman, Ahmad Putra, AHPK Aswari, Aan 2021-02-04T03:55:54Z 2021-02-04T03:55:54Z 2019-08-05
dc.identifier.issn 2093-7717
dc.identifier.issn 1738-3110
dc.description.abstract Purpose – Investigate the association of internal and external factors of consumers and analysing the role of moderating comparative marketing aspects, especially the part of YouTuber and celebgram in influencing purchase decisions. Apart from that, it provides an overview of the pattern of purchase decision making in forming Millennials and Y generation consumer culture Research design, data, and methodology – This study uses a quantitative research approach with descriptive, predictive, and prospective data analysis on 300 eligible Millennials and Y aged 20-35 years who are bachelor-educated. Data collection using online surveys with final statistical analysis using the Partial Least Square (PLS) approach Results – All hypothesis are declared accepted, indirect testing the dominant internal consumer factors have a positive and significant effect on consumers' purchase decisions. Through testing Moderating, aspect marketing comparative is also authoritative able to moderate internal consumer factors towards purchase decision making. Conclusions – Digital technology is changing the paradigm and perceptions of the millennials and Y generations in terms of behaving as a generation of technology connoisseurs who also influence and shape the culture of that generation and the generations to come in the future en_US
dc.language.iso en en_US
dc.publisher Korea Distribution Science Associaton en_US
dc.relation.ispartofseries 17;8
dc.subject Purchase Decision, Consumer Behaviour, E-commerce. en_US
dc.title How Digital Technology Driven Millenial Consumer Behaviour In Indonesia en_US
dc.type Article en_US

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