Syahda Dhiatami, . (2022) PENGARUH BRAND AMBASSADOR, IKLAN, DAN HARGA TERHADAP KEPUTUSAN PEMBELIAN PRODUK MIE INSTAN LEMONILO PADA GENERASI Z DI DKI JAKARTA. Skripsi thesis, Universitas Pembangunan Nasional Veteran Jakarta.
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Abstract
The high consumption of instant noodles in Indonesia has encouraged the emergence of various kinds of products in the community, one of which is Lemonilo. However, the fierce competition between similar products makes Lemonilo's products have not yet reached the first rank in the sales of instant noodle products. Therefore, there is a predetermined formulation of the problem, namely whether brand ambassadors, advertisements, and prices affect purchasing decisions. The implementation of this quantitative research aims to find out, prove, and analyze the influence of brand ambassadors, advertisements, and prices on purchasing decisions. The study population was the entire consumer (Generation Z) who bought Lemonilo instant noodle products in DKI Jakarta with a sample of 100 people using non-probability sampling techniques and purposive sampling methods. Then, data analysis is assisted by SmartPLS 3.0 software. The results showed that brand ambassadors of 0.143, advertisements of 0.613, and prices of 0.263 overall had a positive and significant effect on the purchase decision of Lemonilo instant noodle products in Generation Z in DKI Jakarta. The contribution together with brand ambassadors, advertisements, and prices was 77.30% while the remaining 22.70% was due to other factors including product quality, brand image, and so on.
| Item Type: | Thesis (Skripsi) |
|---|---|
| Additional Information: | [No.Panggil: 1910111023] [Pembimbing: Nobelson] [Penguji 1: Alfatih Sikki Manggabarani] [Penguji 2: Heni Nastiti] |
| Uncontrolled Keywords: | purchasing decisions, brand ambassadors, advertising, pricing |
| Subjects: | H Social Sciences > H Social Sciences (General) H Social Sciences > HB Economic Theory H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management |
| Divisions: | Fakultas Ekonomi dan Bisnis > Program Studi Manajemen (S1) |
| Depositing User: | Syahda Dhiatami |
| Date Deposited: | 01 Feb 2023 07:07 |
| Last Modified: | 01 Feb 2023 07:07 |
| URI: | http://repository.upnvj.ac.id/id/eprint/22304 |
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