Meydina, Shalwa Herdiana and Mardatila, Lydia Shinta and Griffin, Muhammad and Gibran, Muhammad and Maulana, Syahrul and Azizah, Elmy Nur (2024) The Effect of Brand Trust and Endorsement on Consumer Purchase Intention on PT Unilever Products among Gen Z in Jabodetabek. In: Proceedings of the 1st UHAMKA International Conference on Economics and Business, UHICEB 2023, 18-19 December 2023, Jakarta, Indonesia.
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Abstract
This study aims to characterize the influence of brand and endorsement on Gen Z consumers’ purchasing interest in PT Unilever Products in the Jabodetabek region. Given their reputation for technological prowess and obsession with social media, Generation Z has a significant impact on the state of th
| Item Type: | Conference or Workshop Item (UNSPECIFIED) |
|---|---|
| Date Deposited: | 04 Mar 2026 18:18 |
| Last Modified: | 16 Apr 2026 22:01 |
| URI: | http://eprints.eai.eu/id/eprint/51921 |
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