THE INFLUENCE OF SELEBGRAM’S ENDORSEMENT CREDIBILITY TOWARD MILLENNIAL CONSUMPTIVE BEHAVIOURS

Abstract

This research raises a new phenomenon which is Selebgram or it could also be interpreted as celebrity Instagram. Among millennials, this selebgram is very popular, because millennial is a techno-savvy generations and cannot be separated from technology and internet, and this selebgram phenomenon is inevitable because of their increasing number. These selebgram usually have credibility that makes them become selebgram, and marketers use Instagram account of these selebgram to endorse their products or services. Millennials that use social on a daily basis become consumptive because of the convenience provided by technology. Quantitative method are chosen as references to prove a proposition (statement) or hypothesis of the phenomenon of the selebgram which makes millennial become consumptive, where the results of the research come from 160 respondents who answered a number of items from the questionnaire. The data obtained is then processed using the SPSS 21.0 aplication program from the results of a simple linear regression analysis test shows the answer to the variable x to the variable y.