The Influence of Social Media on Consuptive Behavior of Millennial Generation in Makassar


Authors : Carla Poli, Uli Urbanus Bubun.

Volume/Issue : Volume 4 - 2019, Issue 2 - February

Google Scholar : https://goo.gl/DF9R4u

Scribd : https://goo.gl/ToRSxx

Thomson Reuters ResearcherID : https://goo.gl/KTXLC3

The aims of this study are to investigate the influence of social media on the consumptive behavior of millennials generation in Makassar. Data were collected using a set questionnaire. As many as 100 questionnaires were distributed, which 83 of the questionnaire were returned. Descriptive analysis was deployed prior to regression analysis. The results reveal that the millennials spend around 10 hours for internet activities. In relation to the influence or social media and consumptive behavior, the study finds a positive influence of social media on consumer behavior of the millennials. The consequence and further research avenue are provided.

Keywords : Social Media, Consumer Behavior, Millenial Generation.

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