Skripsi

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

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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.

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Detail Information

Series Title

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Call Number

T1034682023

Publisher

Indralaya : Prodi Manajemen, Fakultas Ekonomi Universitas Srwijaya., 2023

Collation

xxi, 94 hlm.; ilus.; 29 cm

Language

Indonesia

ISBN/ISSN

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Classification

658.810 7

Content Type

Text

Media Type

unmediated

Carrier Type

-

Edition

-

Subject(s)

Prodi Manajemen, Manajemen Pemasaran

Specific Detail Info

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Statement of Responsibility

MURZ

Other version/related

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