Analisis Pengaruh Brand Image dan Promosi Online terhadap Keputusan Pembelian Produk Kopi Kenangah Oleh Generasi Z di Kopi Kenangan Sulawesi Surabaya

Ramadhan, Akmal Nugraha (2025) Analisis Pengaruh Brand Image dan Promosi Online terhadap Keputusan Pembelian Produk Kopi Kenangah Oleh Generasi Z di Kopi Kenangan Sulawesi Surabaya. Undergraduate thesis, Universitas Pembangunan Nasional "Veteran" Jawa Timur.

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Abstract

This study investigates the impact of brand image and online promotion on the purchasing decisions of Generation Z consumers at the Kopi Kenangan branch located in Sulawesi, Surabaya. Utilizing a quantitative research approach, data were collected from 100 respondents aged 20–27 years through purposive sampling. The data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) with the assistance of WarpPLS 7.0 software. The findings reveal that both brand image and online promotion exert a significant and positive influence on consumer purchase decisions. Online promotion demonstrates a greater effect, underscoring its relevance in engaging digitally active consumers. These results imply the necessity for firms to enhance digital marketing strategies and cultivate a strong brand image to effectively influence Generation Z's purchasing behavior.

Item Type:

Thesis (Undergraduate)

Contributors:

Contribution	Contributors	NIDN/NIDK	Email
Thesis advisor	Setyadi, Taufik	NPT 20119660830250	taufiksetyadi.agri@upnjatim.ac.id
Thesis advisor	Rizkiyah, Noor	NIDN 1120077401	noor.rizkiyah.agribisnis@upnjatim.ac.id

Subjects:

S Agriculture > S Agriculture (General)

Divisions:

Faculty of Agriculture > Departement of Agribusiness

Depositing User:

Akmal Nugraha

Date Deposited:

09 Jul 2025 01:13

Last Modified:

09 Jul 2025 01:13

URI:

https://repository.upnjatim.ac.id/id/eprint/39310