Pengaruh advertisers, opinion leaders, friend and peers, dan celebrity terhadap purchase intention gen-z di Jakarta (studi pada brand fashion zara)
Info Katalog
File Repositori
Penerbit : FEB - Usakti
Kota Terbit : Jakarta
Tahun Terbit : 2024
Pembimbing 1 : Fatik Rahayu
Subyek : Brand name products;Advertisers
Kata Kunci : advertisers, opinion leaders, friends and peers, celebrity, purchase intention
Status Posting : Published
Status : Lengkap
File Repositori
| No. | Nama File | Hal. | Link |
|---|---|---|---|
| 1. | 2024_SK_SMJ_022002001030_Halaman-Judul.pdf | 11 | |
| 2. | 2024_SK_SMJ_022002001030_Surat-Pernyataan-Revisi-Terakhir.pdf | 1 | |
| 3. | 2024_SK_SMJ_022002001030_Surat-Hasil-Similaritas.pdf | 1 | |
| 4. | 2024_SK_SMJ_022002001030_Halaman-Pernyataan-Persetujuan-Publikasi-Tugas-Akhir-untuk-Kepentingan-Akademis.pdf | 1 | |
| 5. | 2024_SK_SMJ_022002001030_Lembar-Pengesahan.pdf | 4 | |
| 6. | 2024_SK_SMJ_022002001030_Pernyataan-Orisinalitas.pdf | 1 | |
| 7. | 2024_SK_SMJ_022002001030_Formulir-Persetujuan-Publikasi-Karya-Ilmiah.pdf | 1 | |
| 8. | 2024_SK_SMJ_022002001030_Bab-1.pdf | ||
| 9. | 2024_SK_SMJ_022002001030_Bab-2.pdf | 16 |
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| 10. | 2024_SK_SMJ_022002001030_Bab-3.pdf |
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| 11. | 2024_SK_SMJ_022002001030_Bab-4.pdf | 8 |
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| 12. | 2024_SK_SMJ_022002001030_Bab-5.pdf | 2 | |
| 13. | 2024_SK_SMJ_022002001030_Daftar-Pustaka.pdf | 6 | |
| 14. | 2024_SK_SMJ_022002001030_Lampiran.pdf | 25 |
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P Produk fashion memiliki tantangan ditinjau bedasarkan aspek konsumen danperusahaan pesaing nya karena memiliki Economies of scale yang rendah sehinggaindustri ini relatif mudah dimasuki oleh perusahaan kompetitor. Persainganpemasaran antar perusahaan fashion retail di Indonesia yang semakin ketatmenunjukan bahwa ZARA kurang diminati oleh konsumen. Penelitian ini bertujuanuntuk menganalisis Pengaruh Advertisers, Opinion leaders, Friends and Peers, danCelebrity Terhadap Purchase Intention Brand Fashion Zara Gen-Z Di Jakarta.Sampel yang digunakan dalam penelitian ini berjumlah 190 orang denganpengambilan teknik purposive sampling sedangkan pengolahan data menggunakananalisis SEM dengan software AMOS. Berdasarkan hasil penelitian menunjukkanbahwa Advertises berpengaruh positif terhadap Purchase Intention, OpinionLeaders berpengaruh positif terhadap Purchase Intention, Friends And Peersberpengaruh positif terhadap Purchase Intention, Celebrity berpengaruh positifterhadap Purchase Intention.
F Fashion products have challenges in terms of aspects of consumers and competingcompanies because they have low economies of scale so this industry is relativelyeasy for competing companies to enter. The increasingly tight marketingcompetition between fashion retail companies in Indonesia means that ZARA is lesspopular with consumers. This research aims to analyze the influence of advertisers,opinion leaders, friends and peers, and celebrities on purchase intention for theZara Gen-Z fashion brand in Jakarta. The sample used in this research was 190people using a purposive sampling technique while data processing used SEManalysis with AMOS software. Based on the research results, it shows thatAdvertisements have a positive influence on Purchase Intention, Opinion Leadershave a positive influence on Purchase Intention, Friends and Peers have a positiveinfluence on Purchase Intention, Celebrities have a positive influence on PurchaseIntention.
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