Celebrity endorsement is a form of marketing communication done both online and offline as it creates positive brand attitude. However, its effectiveness in influencing customers’ purchase decision needs to be considered. This quantitative research took the sample from 249 respondents who experience shopping comprehend role celebrity endorsement. The SmartPls 3.0 was used data analyzing techniq...

Imported products that are often favored instant noodles, there is also an urge to immediately try and buy these in line with current trends. The research was carried out the aim of knowing brand loyalty imported noodle trust as a mediation which influenced by variables experience, perceived value, association, awareness. sample this Millennial/Y/Z generation Batam City, 408 data. Furthermore, ...

Penelitian ini dilakukan dengan tujuan untuk mengetahui pengaruh brand satisfaction dan customer engagement terhadap loyalty melalui attitude, attachment trust. Metode yang digunakan selama pengumpulan sampel menggunakan metode quota sampling pendekatan kuantitatif generasi Z di kota Batam khususnya berusia 15-25 tahun. Dalam penilitian 412 data pengujian hipotesis SEM PLS. Hasil penelitian men...