Pengaruh Kualitas Produk dan Brand Image Terhadap Keputusan Pembelian Vaseline Pada Generasi Z di Surabaya

Diana, Nanda Nova Nur (2025) Pengaruh Kualitas Produk dan Brand Image Terhadap Keputusan Pembelian Vaseline Pada Generasi Z di Surabaya. Undergraduate thesis, UPN Veteran Jawa Timur.

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Abstract

The increasing awareness of Generation Z to take care of skin health opens up great opportunities to compete in the beauty and body care industry. However, Vaseline as a brand that has long been a major player actually faces problems regarding product quality and brand image. The purpose of this study was to determine the effect of product quality and brand image on purchasing decisions for Vaseline for Generation Z in Surabaya. This study uses a quantitative method using a questionnaire to collect data. The population in this study was z generation in Surabaya while the sample was taken using non-probability sampling method with purposive sampling technique. This study involved 105 generation z respondents who have purchased Vaseline and live in Surabaya. Data analysis was carried out using the Partial Least Square (PLS) method, using the SmartPLS 3 application. The results of the research analysis show that 1) product quality contributes to purchasing decisions 2) brand image contributes to purchasing decisions. So that to increase consumer purchasing decisions, Vaseline must consider product quality and brand image especially among generation z in Surabaya as Vaseline's main segment.

Item Type:

Thesis (Undergraduate)

Contributors:

Contribution	Contributors	NIDN/NIDK	Email
Thesis advisor	Supriyono, Supriyono	NIDN0726066102	supriyono.ma@upnjatim.ac.id
Thesis advisor	Hariyana, Nanik	NIDN2110108701	nanik.hariyana.ma@upnjatim.ac.id

Subjects:

H Social Sciences > HC Economics
H Social Sciences > HF Commerce
H Social Sciences > HF Commerce > HF5410 Marketing. Distribution of Products

Divisions:

Faculty of Economic > Departement of Management

Depositing User:

Unnamed user with email 21012010259@student.upnjatim.ac.id

Date Deposited:

21 Jul 2025 02:30

Last Modified:

21 Jul 2025 02:30

URI:

https://repository.upnjatim.ac.id/id/eprint/39956