Intania, . (2022) PENGARUH VIRAL MARKETING, CELEBRITY ENDORSER DAN BRAND AWARENESS TERHADAP KEPUTUSAN PEMBELIAN ESTEH INDONESIA PADA GENERASI Z. Skripsi thesis, Universitas Pembangunan Nasional Veteran Jakarta.
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Abstract
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 Type: | Thesis (Skripsi) |
|---|---|
| Additional Information: | [No.Panggil: 1910111051] [Pembimbing: Lina Aryani] [Penguji 1: Diana Triwardhani] [Penguji 2: Jenji Gunaedi Argo] |
| Uncontrolled Keywords: | viral marketing, celebrity endorser, brand awareness and purchase decision |
| Subjects: | H Social Sciences > HB Economic Theory H Social Sciences > HC Economic History and Conditions |
| Divisions: | Fakultas Ekonomi dan Bisnis > Program Studi Manajemen (S1) |
| Depositing User: | Intania - |
| Date Deposited: | 25 Jan 2023 12:30 |
| Last Modified: | 20 Feb 2023 07:40 |
| URI: | http://repository.upnvj.ac.id/id/eprint/22583 |
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