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Major Online Purchases: A Study on The Effect of Brand and Positive Review on iGeneration
Intan Permana (*a), Rahyuniati Setiawan (b), Asri Solihat (b)

Fakultas Kewirausahaan, Universitas Garut
Jl.Jati No.42B Tarogong Kaler, Garut


The iGeneration refer to those who experience early exposure to technology and sophisticated gadgets. They do multitask using smartphones and browse using personal computers. This paper describes the iGeneration-s behaviors in making online purchases of major products including clothing, recreation, hobbies, travel, home furnishings, baby needs, banking products and insurance products. The samples were 200 people. The results of data analysis showed that brand and positive reviews had influence on online purchases of major products by the iGeneration at the confidence level of 95%. Therefore, it is necessary for companies to establish brand and attract positive reviews to improve sales performance.

Keywords: online purchase, brand, e-trust

Topic: Marketing Management


Conference: The 4th Global Conference on Business, Management and Entrepreneurship (GCBME 2019)

Plain Format | Corresponding Author (INTAN PERMANA)

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