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

Universitas Sriwijaya

Author

TSABITAH, ANISYAH DIAN
Nofiawaty, Nofiawaty
Iisnawati, Iisnawati

Subject

HF5437-5444 Purchasing. Selling. Sales personnel. Sales executives 

Datestamp

2023-05-17 03:24:33 

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. 

File :
RAMA_61201_01011281823090.pdf
RAMA_61201_01011281823090_TURNITIN.pdf
RAMA_61201_01011281823090_0008116904_0015088203_01_front_ref.pdf
RAMA_61201_01011281823090_0008116904_0015088203_02.pdf
RAMA_61201_01011281823090_0008116904_0015088203_03.pdf
RAMA_61201_01011281823090_0008116904_0015088203_04.pdf
RAMA_61201_01011281823090_0008116904_0015088203_05.pdf
RAMA_61201_01011281823090_0008116904_0015088203_06_ref.pdf
RAMA_61201_01011281823090_0008116904_0015088203_07_lamp.pdf