Celebrity Endorsement’s Impact on Female College Student Behavior: Investigating Bandwagon Effect, Hedonic, and Utilitarian Value

Celebrity Endorsement’s Impact on Female College Student Behavior: Investigating Bandwagon Effect, Hedonic, and Utilitarian Value

The rapid advancement of technology has transformed consumer behavior, leading to an increase in impulsive buying, particularly among the younger generation. This study explores the role of celebrity endorsements in driving impulsive online purchasing among female university students, focusing on ho...

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Bibliographic Details
Main Authors: Wa Ode Uswatun Miladina Putri Harafah, Ghozali Maski, Ferry Prasetyia
Format: Article
Language:English
Published: University of Brawijaya 2024-12-01
Series:Jurnal Aplikasi Manajemen
Subjects:
bandwagon effect
hedonic value
utilitarian value
behavioral economics
consumer behavior
Online Access:https://jurnaljam.ub.ac.id/index.php/jam/article/view/8701
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https://jurnaljam.ub.ac.id/index.php/jam/article/view/8701

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