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Pengaruh Sosial Media Influencer, Brand Awerness Dan Keputusan Pembelian Produk Chitato x Seventeen Pada Generasi Z

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"Research shows that Social Media Influencers (SMI) have a
positive and significant effect on Purchase Decision (PD)
through the dimensions of Reach, Relevance, and Resonance,
with Reach being the most dominant factor. Brand Awareness
(BA) also has a positive but insignificant effect on PD,
indicating that brand awareness alone is not enough without
the support of product quality, price, influencer credibility, and
user experience. SMI has been proven to have a significant
positive effect on BA, with Reach again being the most
dominant factor, followed by Resonance, while Relevance is not
significant. Additionally, BA mediates part of the relationship
between SMI and PD in the Reach dimension. These findings
confirm the effectiveness of influencer marketing in influencing
Generation Z purchases, especially when combined with brand
experience and product quality.. "

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Availability

Detail Information

Series Title

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Call Number

REF 658.8342 PRA p

Publisher

Bogor : Universitas Islam Tazkia., 2025

Collation

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Language

Indonesia

ISBN/ISSN

NIM.2110101011

Classification

658.8342

Content Type

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Media Type

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Carrier Type

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Edition

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Subject(s)

Generasi Z
Sosial Media Influencer
Brand Awerness
Purchase Deciion

Specific Detail Info

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Statement of Responsibility

Alya Junianti Pratiwi

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