<![CDATA[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.]]>
Copyrights © 2024
