Jurnal Riset Ilmiah
Vol. 2 No. 8 (2025): SINERGI : Jurnal Riset Ilmiah, Agustus 2025

PENGARUH BRAND AMBASSADOR DAN CITRA MEREK TERHADAP KEPUASAN KONSUMEN YANG DI MEDIASI OLEH MINAT BELI PRODUK AZARINE DIKALANGAN GENERASI Z

Lituhayu, Megan (Unknown)
Hadita (Unknown)
Winarso, Widi (Unknown)

Article Info

Publish Date
07 Aug 2025

Abstract

This study aims to examine the influence of Brand Ambassador and Brand Image on Consumer Satisfaction mediated by Purchase Intention of Azarine products among Generation Z. The sampling technique used in this study is purposive sampling, based on Hair's formula. Data were collected through the distribution of questionnaires to 115 respondents. The results show that Brand Ambassador and Brand Image have a significant positive influence on Purchase Intention. Purchase Intention is proven to have a significant positive effect on Consumer Satisfaction. In addition, Brand Ambassador has a significant positive effect on Consumer Satisfaction of Azarine products among Generation Z, while the influence of Brand Image on Consumer Satisfaction is positive but not significant.

Copyrights © 2025




Citation Download
RIS
EndNote, Reference Manager, ProCite
BibTex
Latex, Jabref
Original Source
Download Original
Google Scholar
Check in Google Scholar
Journal Info
Jurnal Riset Ilmiah
Website

Abbrev

SINERGI

Publisher

Lembaga Pendidikan dan Penelitian Manggala Institute

Subject

Economics, Econometrics & Finance Law, Crime, Criminology & Criminal Justice Public Health Social Sciences Other

Description

SINERGI : Jurnal Riset Ilmiah accomodates original research, or theoretical papers. We invite critical and constructive inquiries into wide range of fields of study with emphasis on interdisciplinary approaches: Humanities and Social sciences, that include: Engineering, Economics, Health, Social, ...