PENGARUH VIRAL MARKETING, CELEBRITY ENDORSER DAN BRAND AWARENESS TERHADAP KEPUTUSAN PEMBELIAN ESTEH INDONESIA PADA GENERASI Z
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 sampl...
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2022-12-19.
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| 500 | |a http://repository.upnvj.ac.id/22583/31/ARTIKEL%20KI.pdf | ||
| 520 | |a 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. | ||
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