The effect of social media advertisement on perceived enjoyment and impulse buying in the artsy fashion market in Jabodetabek : a case study of generation-Z female

About Us

Ipmi Repository is an online archive service which is managed by IPMI Library - Learning Resource Center. Established for collecting, managing, saving, preserving and disseminating digital copies of intellectual output of IPMI International Business School such as academic journal, books, theses, Group Field Project, Community Involvement Project, Case Study, conference paper, and other types of research publication. The main objective of this repository is to provide long-term, public, open access and easily retrieve to the digital collection to support teaching-learning process.

"Knowledge without observation is nil"

Imani, Alika Nur (2022) The effect of social media advertisement on perceived enjoyment and impulse buying in the artsy fashion market in Jabodetabek : a case study of generation-Z female. Undergraduate thesis, IPMI Business School.

[img] Text
Alika Nur Imani - The effect of social media advertisement on perceived enjoyment and impulse buying in the artsy fashion market in jabodetabek.pdf
Restricted to Registered users only
Download (984kB)

Abstract

Social media has turned out to be deeply embedded into the lives of Indonesian consumers, and it has become an essential strategies approach for businesses to build a presence in social media to avoid losing valuable opportunities and falling behind competition. Many studies have utilized the S-O-R model and discovered that social media advertising is a stimulus that arouses perceived enjoyment as an organism, and further influences the behavioral response of impulse buying. A great deal of studies on social media and impulse buying have already been conducted in many countries, in a variety of settings and industries. However, there is a scarcity of studies in the Jabodetabek fashion industry, and specifically, even less in the growing niche market of artsy fashion. Henceforth, this paper aims to investigate the effect of social media advertisement on perceived enjoyment and impulse buying in the artsy fashion market in Jabodetabek.

Item Type: Thesis (Undergraduate)
Subjects: H Social Sciences > H Social Sciences (General)
Divisions: Thesis > Bachelor of Business Administration
Depositing User: Dede Faujiah
Date Deposited: 22 Jun 2022 07:28
Last Modified: 22 Jun 2022 07:45
URI: http://repository.ipmi.ac.id/id/eprint/1422

Actions (login required)

View Item View Item