Muhamad Abdul Aziz, . (2023) PENGARUH HALLYU WAVE, BRAND AMBASSADOR, DAN CITRA MEREK TERHADAP KEPUTUSAN PEMBELIAN MIE SEDAAP SELECTION KOREAN CHEESE BULDAK PADA GENERASI Z DI JAKARTA. Skripsi thesis, Universitas Pembangunan Nasional Veteran Jakarta.
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Abstract
Based on data obtained from the Top Brand Award site, Mie Sedaap is in second place after Indomie, which continues to grow consistently every year but has not yet been able to compete with Indomie's market share. These data can be interpreted that alternative considerations of the Mie Sedaap Selection Korean Cheese Buldak product are still lacking. So it is assumed that there is a purchase decision of Z generation problem on Mie Sedaap Selection Korean Cheesse Buldak products. Therefore, this study aims to determine the effect of the hallyu wave, brand ambassador, and brand image on purchasing decisions of Z generation on Mie Sedaap Selection Korean Cheese Buldak products. This study uses some of the consumers of Mie Sedaap Selection Korean Cheese Buldak products in Jakarta area as a sample. The Selection of some consumers of Mie Sedaap Selection Korean Cheese Buldak products in Jakarta area was carried out using several specific criteria, people generation 15-26 years old who live in Jakarta area and who have bought or consume Mie Sedaap Selection Korean Cheese Buldak products with an acceptable sample size of 100 respondents. Testing the hypothesis in this study using Multiple Linear Regression Analysis with the SmartPLS program and a significance level of 5% (0.05). The results of the test obtained (1) there is a significant influence between the hallyu wave on purchasing decisions, (2) there is no a significant influence between the brand ambassador on purchasing decisions, (3) there is a significant influence between brand image on purchasing decisions. Keywords : hallyu wave, brand ambassador, brand image, purchasing decisions, and generation Z.
| Item Type: | Thesis (Skripsi) |
|---|---|
| Additional Information: | [No.Panggil: 2010111250] [Pembimbing: Rosali Sembiring Colia] [Penguji 1: Lina Aryani] [Penguji 2: Yuliniar] |
| Uncontrolled Keywords: | hallyu wave, brand ambassador, brand image, purchasing decisions, generation Z |
| Subjects: | H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management H Social Sciences > HD Industries. Land use. Labor > HD61 Risk Management |
| Divisions: | Fakultas Ekonomi dan Bisnis > Program Studi Manajemen (S1) |
| Depositing User: | Muhamad Abdul Aziz |
| Date Deposited: | 21 Mar 2024 05:21 |
| Last Modified: | 21 Mar 2024 05:21 |
| URI: | http://repository.upnvj.ac.id/id/eprint/28331 |
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