Universitas Bhayangkara Jakarta Raya

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Haris, Putri Amalia (2023) Peran Brand Ambassador, Brand Image, Dan Promosi Terhadap Keputusan Pembelian Smartphone Samsung Pada Generasi Z Di Bekasi. Undergraduate thesis, Universitas Bhayangkara Jakarta Raya.

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Abstract

This research is a research that is used to measure the role of Brand Ambassador, Brand Image, and Promotion on Purchase Decisions in Generation Z in Bekasi. This research is a quantitative research where the object used is generation Z in Bekasi City. This research was conducted using non-probability sampling with purposive sampling method. And the minimum number of samples used was 112, but after distributing the questionnaires online, 118 samples were obtained. The data analysis technique used was multiple regression which was processed using IBM SPSS Statistics V26. The results of this study provide an explanation that the variables Brand Ambassador, Brand Image, and Promotion have a positive effect on Purchasing Decisions. Keywords : Brand Ambassador, Brand Image, Promotion, Purchase Decision

Item Type:	Thesis (Undergraduate)
Subjects:	Manajemen > Manajemen Pemasaran Manajemen
Divisions:	Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User:	Admin Repositori
Date Deposited:	26 Nov 2023 20:33
Last Modified:	26 Nov 2023 20:33
URI:	http://repository.ubharajaya.ac.id/id/eprint/24606

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