THE MEDIA EFFECT ON THE IMPULSIVE BUYING BEHAVIOR WITH FINANCIAL LITERACY AS A MODERATING VARIABLE

• المؤلف الرئيسي: Oktaviana, Yasinta
• التنسيق: Final Project
• اللغة: Indonesia
• الوصول للمادة أونلاين: https://digilib.itb.ac.id/gdl/view/83235
• المؤسسة: Institut Teknologi Bandung

The rapid growth of online food delivery applications (OFDA) in Indonesia, coupled with the increasing digital media exposure of younger generations, has raised concerns about impulsive buying behavior and its financial implications. This study investigates the effect of media on impulsive buying be...