Celebrity Endorser dan Keputusan Pembelian untuk Generasi Z: Efek Mediasi Citra Merek

Celebrity Endorser dan Keputusan Pembelian untuk Generasi Z: Efek Mediasi Citra Merek

The main purpose of the study was to identify the effect of celebrity endorsers on purchasing decisions mediated by brand image variables on Pond’s products. The number of samples in this study was 141 respondents who had bought Pond's products. Data collection techniques using a purposive samp...

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Bibliographic Details
Main Authors: Stefany Jeane Tayl, Yunita Budi Rahayu Silintowe
Format: Article
Language:English
Published: Program Studi Administrasi Bisnis Fakultas Ilmu Sosial dan Ilmu Politik Universitas Merdeka Malang 2021-11-01
Series:Jurnal Bisnis dan Manajemen
Subjects:
brand image
celebrity endorser
purchase decision
z-generation
Online Access:https://jurnal.unmer.ac.id/index.php/jbm/article/view/6085

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