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All Journal Maeswara: Jurnal Riset Ilmu Manajemen dan Kewirausahaan
Monica Putri Utami
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Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

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Pengaruh Iklan, Merek, Beauty Influencer terhadap Keputusan Pembelian Generasi Z Kabupaten Tuban Monica Putri Utami; Lis Setyowati
Maeswara : Jurnal Riset Ilmu Manajemen dan Kewirausahaan Vol. 1 No. 4 (2023): AGUSTUS : Maeswara
Publisher : Asosiasi Riset Ilmu Manajemen Kewirausahaan dan Bisnis Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61132/maeswara.v1i4.84

Abstract

The aim of the study was to analyse the effect of advertising effectiveness, brand preference, and beauty on purchasing decisions for Scarlett Whitening products in Generation Z in Tuban Regency. This type of quantitative research. This study uses primary data and secondary data. The non-probability sampling technique used a purposive sampling technique, using the slovin formula to calculate the sample so that 100 respondents were determined. The results of the research on the t test and F test show that advertising effectiveness, brand preferences, and beauty influencers influence the decision to purchase Scarlett Whitening products in generation z in Tuban Regency. R Square results of 42.3% and 57.7% are influenced by other variables.
Co-Authors Lis Setyowati