PENGARUH BRAND AMBASSADOR TERHADAP KEPUTUSAN PEMBELIAN SKINCARE MANYO FACTORY DI KOTA PALEMBANG (STUDI KASUS PADA GENERASI Z KOTA PALEMBANG)

TSABITAH, ANISYAH DIAN and Nofiawaty, Nofiawaty and Iisnawati, Iisnawati (2023) PENGARUH BRAND AMBASSADOR TERHADAP KEPUTUSAN PEMBELIAN SKINCARE MANYO FACTORY DI KOTA PALEMBANG (STUDI KASUS PADA GENERASI Z KOTA PALEMBANG). Undergraduate thesis, Sriwijaya University.

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Abstract

This study aims to determine and analyze how the influence of brand ambassador including Visibility, Credibility, Attractiveness, and Power as the dimensions on purchasing decisions of Manyo Factory product on Generation Z of Palembang City.This study used primary data collected through a questionnaire from a sample of 100 respondents and were processed with SPSS Statistics 27. The analytical methods used are F-test, T-test, and multiple regression analysis.The results of this study obtained there is influence of Visibility, Credibility, Attractiveness, and Power simultaneously on purchasing decisions of Manyo Factory product on Generation Z of Palembang. Visibility and Attractiveness partially has a significant influence on purchasing decisions of Manyo Factory product on Generation Z of Palembang, while Credibility and Power partially doesn’t have a significant influence.

Item Type:	Thesis (Undergraduate)
Uncontrolled Keywords:	Visibility, Credibility, Attractiveness, Power, Keputusan Pembelian
Subjects:	H Social Sciences > HF Commerce > HF5437-5444 Purchasing. Selling. Sales personnel. Sales executives
Divisions:	01-Faculty of Economics > 61201-Management (S1)
Depositing User:	Anisyah Dian Tsabitah
Date Deposited:	17 May 2023 03:24
Last Modified:	17 May 2023 03:24
URI:	http://repository.unsri.ac.id/id/eprint/103468

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