Apriliani, Shinta Kezia (2025) Pengaruh Brand Ambassador dan Content Marketing terhadap Interaksi Konsumen Gen Z Pada Mie Sedaap Korean Spicy Chicken di Surabaya. Undergraduate thesis, UPN Veteran Jawa Timur.
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Abstract
In digital era dominated by Gen Z, the right marketing strategy key to building relationships between brands and consumers. Mie Sedaap, through the Korean Spicy Chicken variant, takes advantage of Korean cultural trends among Gen Z by collaborating with brand ambassador Ahn Hyo Seop and implementing a content marketing strategy through social media. The objective is to analyze the influence of Brand Ambassadors and Content Marketing on Gen Z Consumer Interaction of Mie Sedaap Korean Spicy Chicken in Surabaya. This research applies this specific quantitative approach, utilizing an associative design, obtained from an online questionnaire via Google Forms for data collection and multiple SPSS was used to perform linear regression analysis. The sampling method applied is purposive sampling, totaling 164 respondents selected based on specific criteria consisting Gen Z who had seen advertisements, bought and consumed Mie Sedaap Korean Spicy Chicken in Surabaya.
| Item Type: | Thesis (Undergraduate) | ||||||||
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| Subjects: | H Social Sciences > HF Commerce H Social Sciences > HF Commerce > HF5001 Business. Business Administration H Social Sciences > HF Commerce > HF5410 Marketing. Distribution of Products |
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| Divisions: | Faculty of Social and Political Sciences > Departement of Business Administration | ||||||||
| Depositing User: | shinta kezia apriliani | ||||||||
| Date Deposited: | 06 Aug 2025 03:11 | ||||||||
| Last Modified: | 06 Aug 2025 03:12 | ||||||||
| URI: | https://repository.upnjatim.ac.id/id/eprint/41574 |
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