Electronic Theses and Dissertation
Universitas Syiah Kuala
SKRIPSI
UNDERSTANDING GEN X’S PURCHASE INTENTION THROUGH SOCIAL MEDIA PLATFORM: THE MEDIATING ROLE OF BRAND AWARENESS AND CUSTOMER ATTITUDE
Pengarang
Cindy Angela - Personal Name;
Dosen Pembimbing
Hafasnuddin - 195905101988101001 - Dosen Pembimbing I
Nomor Pokok Mahasiswa
1901102010080
Fakultas & Prodi
Fakultas Ekonomi dan Bisnis / Manajemen (S1) / PDDIKTI : 61201
Subject
Kata Kunci
Penerbit
Banda Aceh : Fakultas Ekonomi dan Bisnis Manajemen., 2023
Bahasa
No Classification
-
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Tidak Tersedia Deskripsi
This research study examines the impact of celebrity endorsers on Generation X consumers, specifically focusing on their purchase intention, brand awareness, and customer attitude. The findings reveal that celebrity endorsers significantly influence purchase intention, brand awareness, and customer attitude among Generation X. A positive perception of the celebrity endorser leads to increased purchase intention and brand awareness. However, the study also indicates that customer attitude and brand awareness do not significantly affect purchase intention among Generation X consumers. Additionally, the indirect effects of customer attitude and brand awareness on the relationship between celebrity endorsers and purchase intention were found to be non-existent. These findings provide valuable insights into the effectiveness of celebrity endorsements among Generation X consumers, suggesting that marketers should prioritize selecting endorsers who can positively influence purchase intention and brand awareness directly.
PENGARUH BRAND AWARENESS DAN CORPORATE IMAGE TERHADAP COSTUMER PURCHASE INTENTION AIR MINERAL AQUA DI KOTA BANDA ACEH (Hikmatiar, 2017)
PENGARUH SOCIAL MEDIA MARKETING TERHADAP RNPURCHASE INTENTION YANG DI MEDIASI OLEH BRAND RNAWARENESS DAN CONSUMER BRAND ENGAGEMENT RNPADA CALON PENGGUNA PRODUK KECANTIKAN RNWARDAH DI APLIKASI TIKTOKSHOP MAHASISWA KOTA RNBANDA ACEH (Isyatur Raziah, 2026)
PENGARUH SEARCH ENGINE OPTIMIZATION DAN SOCIAL MEDIA MARKETING TERHADAP PURCHASE INTENTION PRODUK SKINTIFIC DI BANDA ACEH DENGAN BRAND AWARENESS SEBAGAI VARIABEL MEDIASI (MUHAMMAD GHIFFARI RULLI, 2026)
PENGARUH HALAL CERTIFICATION DAN FOOD QUALITY TERHADAP PURCHASE INTENTION YANG DIMEDIASI OLEH CUSTOMER ATTITUDE PADA RESTORAN ATARIKI JAPAN DI KOTA BANDA ACEH (Riskawati, 2024)
PENGARUH GREEN BRAND POSITIONING DAN GREEN CUSTOMER VALUE TERHADAP GREEN PURCHASE INTENTION YANG DIMEDIASI OLEH ATTITUDE TOWARD GREEN BRAND PADA PENGGUNA PRODUK THE BODY SHOP DI BANDA ACEH (ALYA PUTRI LUTHFIYYAH, 2025)