Pengaruh Celebrity Endorser dan Brand Image Terhadap Keputusan Pembelian Sepatu Nike Bagi Gen Z di Surabaya

Wardana, Adji Setya (2024) Pengaruh Celebrity Endorser dan Brand Image Terhadap Keputusan Pembelian Sepatu Nike Bagi Gen Z di Surabaya. Undergraduate thesis, UPN Veteran Jawa Timur.

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Abstract

Currently, the business world is required to always innovate and be creative in dealing with changes in human needs that are increasingly diverse, especially because of the dynamics of customer demand that continues to grow. The purpose of this study is to identify and analyze the influence of Celebrity Endorser and Brand Image on Gen Z Surabaya's decision to purchase Nike shoes. This study involved 130 people who had purchased Nike shoes. The Partial Least Square (PLS) method was used to analyze the data. Data analysis and previous discussions regarding the influence of Celebrity Endorsers and Brand Image on purchasing decisions for Nike shoes for Gen Z in Surabaya show that Celebrity Endorsers influence purchasing decisions, meaning that Celebrity Endorsers influence purchasing decisions. Endorser influences purchasing decisions, meaning that more Celebrity Endorsers, more purchasing decisions, and vice versa. Brand Image influences purchasing decisions, meaning that brand image is better than purchasing decisions.

Item Type:	Thesis (Undergraduate)
Contributors:	Contribution Contributors NIDN/NIDK Email Thesis advisor Pudjoprastyono, Hery NIDN heryp.ma@upnjatim.ac.id Thesis advisor Mandasari, Vidginia NIDN virginia_mandasari.mnj@upnjatim.ac.id
Subjects:	H Social Sciences > H Social Sciences (General) H Social Sciences > HF Commerce > HF5549 Personnel Management. Employment Management
Divisions:	Faculty of Economic > Departement of Economics
Depositing User:	Adji Setya Wardana
Date Deposited:	18 Sep 2024 07:25
Last Modified:	18 Sep 2024 07:25
URI:	https://repository.upnjatim.ac.id/id/eprint/29484

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