Vol 6 Issue 1 January 2019-April 2019
Arza Radiansyah, Aam Bastaman, Budhi Purwandaya
Abstract:The progress of communication technology has offered a media-based platform for ideas sharing and discussion. Cellular, internet, and social media technology has become a social phenomenon especially among young people between aged 18 to 29 years old, or also known as the Millennium generation. To connect to social media, a certain gadget such as a laptop or smartphone is needed. Smartphones have become the main devices of students today espescially in Indonesia, they use it to access many kind of information, whether it's social media, the web, or other popular applications to find information related to studies and other activities related to their social life. This study test the effect of Social Media, Lifestyle, and Product Branding to Buying Decisions on Smartphone Purchases by a group of students using Structural Equation Modelling (SEM). This study aim to shed some light on the associate between social media, lifestyle and product branding on purchase decision.
Keywords:Buying Decisions, Lifestyle, Product Branding, Social Media.
Title:Social Media, Lifestyle, and Product Branding to Buying Decision on Millenial Generation: A Study on Smartphone Purchases by a group of College Student
Author:Arza Radiansyah, Aam Bastaman, Budhi Purwandaya
ISSN 2394-7322
International Journal of Novel Research in Marketing Management and Economics
Novelty Journals