PENGARUH VIRAL MARKETING, CELEBRITY ENDORSER DAN BRAND AWARENESS TERHADAP KEPUTUSAN PEMBELIAN ESTEH INDONESIA PADA GENERASI Z

• Main Author: Intania, (Author)
• Format: Book
• Published: 2022-12-19.
• Subjects: Thesis; NonPeerReviewed
• Online Access: Link Metadata

Summary

This research is a quantitative study that aims to determine whether there is an influence between viral marketing, celebrity endorser and brand awareness variables on the purchasing decision of Esteh Indonesia in generation z who live in Bogor. The study used 100 respondents, with a purposive sampling technique. The analysis technique used is the path analysis method and data processing is done through SmartPLS 4.0. The results of the test obtained (1) viral marketing has a significant effect on purchasing decisions for Esteh Indonesia in generation z in Bogor. (2) the celebrity endorser has no significant effect on the purchasing decision of Esteh Indonesia in generation z in Bogor. (3) brand awareness has a significant effect on purchasing decisions for Esteh Indonesia in generation Z in Bogor.

Item Description

http://repository.upnvj.ac.id/22583/1/ABSTRAK.pdf
http://repository.upnvj.ac.id/22583/21/AWAL%20.pdf
http://repository.upnvj.ac.id/22583/22/BAB%201.pdf
http://repository.upnvj.ac.id/22583/23/BAB%202.pdf
http://repository.upnvj.ac.id/22583/24/BAB%203.pdf
http://repository.upnvj.ac.id/22583/25/BAB%204.pdf
http://repository.upnvj.ac.id/22583/26/BAB%205.pdf
http://repository.upnvj.ac.id/22583/27/DAFTAR%20PUSTAKA.pdf
http://repository.upnvj.ac.id/22583/32/RIWAYAT%20HIDUP.pdf
http://repository.upnvj.ac.id/22583/30/LAMPIRAN.pdf
http://repository.upnvj.ac.id/22583/11/HASIL%20PLAGIARISME.pdf
http://repository.upnvj.ac.id/22583/31/ARTIKEL%20KI.pdf