Abstract:The purpose of this study is to find out the psychology of the millennial junior generation in several big cities in Indonesia who are intensely using Instagram and have an impact on their impulse buying. This study uses quantitative methods. The analytical technique used is SEM (Structural Equation Model) with LISREL software. A total of 390 junior millennial respondents (born 1991-1998) filled out an online questionnaire using a google form. The results showed that instagram had an insignificant direct effec… Show more
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