Article Per Year (5 Year)
p-Index From 2019 - 2024
0.23
P-Index
This Author published in this journals
All Journal Jurnal Manajemen Pemasaran dan Perilaku Konsumen
Anina Tri Yuniza
Management, Faculty of Economics and Business, Brawijaya University, Indonesia
Decision Sciences, Operations Research & Management

Published : 1 Documents Claim Missing Document
Claim Missing Document
Check
Articles

Found 1 Documents
Search

 1 
PENGARUH IKLAN SOSIAL MEDIA DAN KREDIBILITAS SELEBRITI TERHADAP PURCHASE INTENTION DIMEDIASI BRAND AWARENESS Anina Tri Yuniza; Sri Palupi Prabandari
Jurnal Manajemen Pemasaran dan Perilaku Konsumen Vol. 3 No. 3 (2024): IN PRESS
Publisher : Fakultas Ekonomi dan Bisnis Universitas Brawijaya

Show Abstract | Download Original | Original Source | Check in Google Scholar

Abstract

This research aims to analyze the influence of social media advertising and the celebrity credibility of NCT Dream on Somethinc skincare products on purchase intention, mediated by brand awareness, among Generation Z in DKI Jakarta. The type of research used in this study is quantitative research. The data collection technique employed in this research is the distribution of questionnaires using a sample of 180 respondents who are Generation Z residents in DKI Jakarta. The analytical tool used is SEM-PLS. The results of the SEM-PLS analysis indicate that social media advertising has a positive and significant impact on purchase intention. Social media advertising also has a positive and significant impact on brand awareness. Celebrity credibility does not affect purchase intention. Celebrity credibility does not affect brand awareness. Brand awareness is capable of positively and significantly mediating the influence of social media advertising on purchase intention. Brand awareness is unable to mediate the influence of celebrity credibility on purchase intention.
Co-Authors Sri Palupi Prabandari