International Journal of Sciences: Basic and Applied Research
Abstract
The purpose of this research is to study the influence of Media Advertisements on the purchasing decisions of Generation Y customers in Penang, Malaysia. The priority of this study is to support the marketers to more effectively reach Generation Y customers as in this privatisation and globalisation era, it is challenge for every marketer to address the influence of media advertisements on the buying behaviour of the generation. The study investigated the relationship between dependent variabl
