Amsani, Fadhil Putra Dwiheriana (2026) PENGARUH CELEBRITY ENDORSER, BRAND IMAGE, dan DIGITAL MARKETING terhadap KEPUTUSAN PEMBELIAN PRODUK FACE WASH KAHF pada KONSUMEN GENERASI Z DI SURABAYA. Undergraduate thesis, Universitas Pembangunan Nasional "Veteran" Jawa Timur.
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Abstract
This research maps the relationships between celebrity endorsement, brand image, and digital marketing to evaluate their collective influence on purchase decisions, based on academic work from UPN 'Veteran' East Java (2026). By adopting a quantitative associative design, this research investigates the relationship between marketing strategies and their effectiveness on consumer behavior. Brand image was identified as the leading partial predictor of purchase decisions within this study. Meanwhile, the Digital marketing variable also demonstrates a significant positive influence. However, the Celebrity endorser variable was found to have no significant partial contribution to the purchase decisions of Face Wash Kahf face wash.The research location is conducted within the Surabaya City area, focusing on male Generation Z consumers with an age range of 14-29 years old. Respondent characteristics indicate that the majority are college students, accounting for 66% , with the most dominant age group falling within the 18-23 years old range at 75%. Simultaneously, the combination of these variables contributes 68.6% to the formation of consumer purchase decisions.
| Item Type: | Thesis (Undergraduate) | ||||||||
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| Subjects: | H Social Sciences > HF Commerce > HF5001 Business. Business Administration | ||||||||
| Divisions: | Faculty of Social and Political Sciences > Departement of Business Administration | ||||||||
| Depositing User: | Fadhil Amsani | ||||||||
| Date Deposited: | 06 Mar 2026 01:22 | ||||||||
| Last Modified: | 06 Mar 2026 01:22 | ||||||||
| URI: | https://repository.upnjatim.ac.id/id/eprint/50184 |
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