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All Journal EKOMBIS REVIEW: Jurnal Ilmiah Ekonomi dan Bisnis
Dewi Citra Sekar Asih
Universitas Muhammadiyah Pontianak
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Energy Other

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The Influence Of Rebranding And Brand Ambassador Nct Dream On Gen Z Purchasing Decisions On Tos Tos Products In Pontianak City Dewi Citra Sekar Asih; Fita Kurniasari
EKOMBIS REVIEW: Jurnal Ilmiah Ekonomi dan Bisnis Vol 12 No 3 (2024): Juli
Publisher : UNIVED Press

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37676/ekombis.v12i3.5476

Abstract

This study aims to find out the influence of rebranding and brand ambassador NCT Dream on the purchase decision of Gen Z on Tos Tos products in Pontianak City. This research uses associative methods with a quantitative approach. The sample used as many as 100 respondents who are Generation Z consumers and reside in Pontianak City. Sampling technique is purposive sampling. Research results show that the rebranding variable has a significant positive effect on the purchasing decision variable. As well, the brand ambassador variable has a significant positive influence on the purchasing decision variable.
Co-Authors Fita Kurniasari