Pengaruh Brand Awareness, Brand Ambassador, dan Social Media Marketing terhadap Keputusan Pembelian Toko Menantea di Kota Medan pada Generasi Z

Abstract

This study aims to determine the influence of Brand Awareness, Brand Ambassador, and Social Media Marketing to Purchase Decision Of Generation Z At Medan City Menantea Store. This research is associative research and the type of data used is quantitative data. The population of this study is the unknown number of Generation Z At Medan City Menantea Store. The sample in this study amounted to 120 respondents with using accidental technique. Data analysis used Multiple Linear Analysis. The results of this study indicate that simultaneously Brand Awareness, Brand Ambassador, and Social Media Marketing significantly influence Purchase Decision Of Generation Z At Medan City Menantea Store. Partially, Brand Awareness and Social Media Marketing have a positive and significant effect on Customer Satisfaction, Brand Ambassador has a positive but unsignificant effect on Purchase Decision Of Generation Z At Medan City Menantea Store.