Pengaruh Citra Merek, Kemasan, dan Persepsi Harga Terhadap Keputusan Pembelian Konsumen Generasi Z Cokelat Silverqueen Edisi Valentine di Surabaya

Suyanto, Amalia Tasya Salsabila (2023) Pengaruh Citra Merek, Kemasan, dan Persepsi Harga Terhadap Keputusan Pembelian Konsumen Generasi Z Cokelat Silverqueen Edisi Valentine di Surabaya. Undergraduate thesis, UPN Veteran Jawa Timur.

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Abstract

The purpose of this research was to determine the effect of brand perception, packaging, and price perception on Generation Z consumers of SilverQueen chocolate in Surabaya. This quantitative research technique utilized a community of customers who have purchased the unique SilverQueen Valentine's Edition chocolates in Surabaya, Indonesia. Non-probability sampling method and purposive sampling methodology were used to collect 112 research samples from the population. An online survey was used to collect data, and a Likert scale was used to assess responses. Partial Least Square (PLS) analysis was used. The findings indicated that each variable had a significant effect on Generation Z consumers of SilverQueen chocolate in Surabaya, who make purchasing decisions based on brand image, packaging, and price considerations.

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Thesis (Undergraduate)

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