Celebgram Endorsement: Does it Affect the Consumption Behavior of College Students?

DOI

10.2991/aebmr.k.200305.154How to use a DOI?

Keywords

consumption behavior, Instagram, celebgram endorsement

Abstract

Consumption behavior is an activity to consume and spend the value of an item. Consumption behavior is inseparable from the allocation of pocket money received by college students to fulfill their daily needs. In terms of consumption, there are also several factors that can affect the level of college students’ consumption, including personal factor. This research aimed to find out the college students’ consumption behavior affected by the existence of cablegrams’ endorsement of some products which lead to the tendency of college students’ to buy the products after seeing the endorsement. This research used a qualitative method with primary data as the source of the data. The primary data was presented in a detailed result of interviews from informants/participants. The informants’ selection was done using purposive sampling technique. The results of this research indicated that the celebgram endorsement has some influence on the consumption level of the students of the Department of Development Economics class 2015. The college students’ consumption behavior in using products and services was still considered rational.

Copyright

© 2020, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

Download article (PDF)

TY  - CONF
AU  - Ro’ufah Inayati
AU  - Titin Nur Azizah
PY  - 2020
DA  - 2020/03/10
TI  - Celebgram Endorsement: Does it Affect the Consumption Behavior of College Students?
BT  - Proceedings of the 4th Padang International Conference on Education, Economics, Business and Accounting (PICEEBA-2 2019)
PB  - Atlantis Press
SP  - 883
EP  - 886
SN  - 2352-5428
UR  - https://doi.org/10.2991/aebmr.k.200305.154
DO  - 10.2991/aebmr.k.200305.154
ID  - Inayati2020
ER  -