Laela, Selvina Rosi Sahnur (2023) Pengaruh Kesadaran Merek dan Citra Merek terhadap Keputusan Penggunaan Dompet Digital DANA pada Generasi Z di Surabaya. Undergraduate thesis, UPN Veteran Jawa Timur.
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Abstract
Brands play an important role in contributing to influence consumers to make usage decisions. One of them is brand awareness and brand image which is an important aspect of that influence the decision to use The purpose of this research is to analyze the effect of brand awareness and brand image on decisions use of the Dana digital wallet in Generation Z in Surabaya. Research methods This research uses quantitative research that uses a questionnaire as a method of collecting data. The population used in this study namely generation z in Surabaya. The sample uses a non-probability sampling method with Convinence Sampling technique as many as 108 respondents and data analysis carried out using the Partial Least Square (PLS) method. The results of the analysis of this study shows that 1) the higher the brand awareness, the higher the decision to use the DANA digital wallet, 2) the better the brand image the higher the decision to use the DANA digital wallet
| Item Type: | Thesis (Undergraduate) | ||||||||
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| Subjects: | H Social Sciences > HF Commerce > HF5410 Marketing. Distribution of Products | ||||||||
| Divisions: | Faculty of Economic > Departement of Management | ||||||||
| Depositing User: | Selvina Rosi Sahnur Laela | ||||||||
| Date Deposited: | 05 Jun 2023 04:38 | ||||||||
| Last Modified: | 05 Jun 2023 04:38 | ||||||||
| URI: | http://repository.upnjatim.ac.id/id/eprint/14470 |
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