Putri, Dinda Audelia Sabina (2025) Pengaruh Brand Ambassador RIIZE dan Brand Image terhadap Keputusan Pembelian Produk Richeese Nabati pada Gen Z di Kota Surabaya. Undergraduate thesis, UPN Veteran Jawa Timur.
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Abstract
The snack food industry in Indonesia is experiencing an increase that is matched by the increasing consumption power of the community, with Gen Z as the main consumer. This condition shows the need to strengthen marketing strategies that are relevant to the target market of snacks to win company competition. This study aims to determine the effect of the RIIZE brand ambassador and brand image on purchase decision of Richeese Nabati products on Gen Z in Surabaya City. The method in this research is a quantitative method. The sampling technique used is non-probability sampling with purposive sampling. The population of this study was consumers of Richeese Nabati products who fell into the Gen Z category in Surabaya City, with a sample of 108 respondents. The data analysis method uses the SmartPLS application with the PLS-based SEM method. From the results of the research that has been conducted, it can be concluded that the RIIZE brand ambassador and brand image play a role in encouraging purchase decision of Richeese Nabati products on Generation Z in Surabaya City.
| Item Type: | Thesis (Undergraduate) | ||||||||
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| Subjects: | H Social Sciences > HC Economics H Social Sciences > HF Commerce > HF5410 Marketing. Distribution of Products |
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| Divisions: | Faculty of Economic > Departement of Management | ||||||||
| Depositing User: | Dinda Audelia Sabina Putri | ||||||||
| Date Deposited: | 17 Jun 2025 04:15 | ||||||||
| Last Modified: | 17 Jun 2025 04:15 | ||||||||
| URI: | https://repository.upnjatim.ac.id/id/eprint/38046 |
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