Pengaruh Brand Image, Brand ambassador, dan Penempatan Barang Terhadap Keputusan Gen Z Untuk Membeli Barang

Abstract

Generation Z includes those born between mid-1995 and early 2010. Generation Z has become a huge trading opportunity because of their high purchasing power. One of the main activities of the community is to purchase goods to meet their needs. In buying goods, sometimes there are certain characteristics that make consumers interested in buying a product. The purpose of this study (1) to determine the effect of brand image on the purchase of goods by generation Z at Hypermart Malang Town Square; (2) determine the influence of brand ambassadors on the purchase of goods by generation Z at Hypermart Malang Town Square; and (3) determine the effect of placing goods on the purchase of goods by generation Z at Hypermart Malang Town Square. the research method used is a case study qualitative method because this research is based on understanding and human behavior based on human opinion. The results of this study are (1) brand image does not significantly influence the purchase of goods by generation Z because generation Z is more interested in buying goods that are on sale even though the item has an image or not; (2) brand ambassadors do not significantly influence the purchase of goods by generation Z because generation Z is more selective in buying goods as needed, the influence of brand ambassadors only makes generation Z know about these goods but not necessarily buy them; and (3) the placement of goods affects the purchase of goods by generation Z because when waiting in line at the cashier, there is a feeling that they have not completed the shopping stage, so the buyer will buy goods near the cashier that he thinks are needed..