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

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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.

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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

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