THE EFFECT OF SHOPEE BRAND PERSONALITY ON INTEREST IN USING SHOPEE PAY LATER FEATURES IN SURABAYA MILENIAL GENERATIONS

Marketing communication is all forms of activity to disseminate information and persuade consumers or customers directly indirectly about an item brand. SHOPEE made innovation by launching the latest feature, namely online loan feature in its application. In this study, author will continue examine millennial generations, both early late generations. The type research used quantitative. city Surabaya was chosen as location because center capital economy East Java Province. analysis technique descriptive multiple linear regression techniques determine effect brand personality on purchase intention. sample study 100 generation respondents from 5 regions Surabaya. SPSS. Based results discussion that Brand Personality has a significant intention use.