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

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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.

Availability
Inventory Code Barcode Call Number Location Status
2307001950T103468T1034682023Central Library (Referens)Available
Detail Information
Series Title
-
Call Number
T1034682023
Publisher
Indralaya : Prodi Manajemen, Fakultas Ekonomi Universitas Srwijaya.,
Collation
xxi, 94 hlm.; ilus.; 29 cm
Language
Indonesia
ISBN/ISSN
-
Classification
658.810 7
Content Type
Text
Media Type
unmediated
Carrier Type
-
Edition
-
Subject(s)
Prodi Manajemen, Manajemen Pemasaran
Specific Detail Info
-
Statement of Responsibility
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No other version available

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