Dwinanda, Rizky (2025) Pengaruh Kualitas Produk, Harga, Lokasi, Dan Media Sosial Terhadap Keputusan Konsumen Membeli Produk Kopi Keliling Pada Generasi Z DI Surabaya. Undergraduate thesis, UPN Veteran Jawa Timur.
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Abstract
The increasing coffee consumption among Generation Z has encouraged the emergence of various coffee business models, including mobile coffee vendors that offer easy access, affordable prices, and a flexible coffee-drinking experience. However, intense market competition and the constantly shifting preferences of young consumers present challenges for business owners, particularly in understanding the factors that truly influence purchasing decisions. This study aims to analyze the influence of product quality, price, location, and social media on the purchasing decisions of mobile coffee products among Generation Z in Surabaya. The research employed a quantitative approach using a survey method involving 68 respondents from Generation Z in East Surabaya. Data were analyzed using the Structural Equation Modeling Partial Least Squares (SEM-PLS) technique. The results indicate that social media has the strongest and most significant influence on purchase decisions, followed by price and location, which also have a significant influence at the 10% significance level. Meanwhile, product quality does not have a significant effect on purchasing decisions. These findings suggest that Generation Z is more influenced by digital promotions, accessibility, and affordable pricing, rather than the technical quality of the product itself, when making decisions to purchase coffee from mobile vendors.
| Item Type: | Thesis (Undergraduate) | ||||||||||||
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| Subjects: | S Agriculture > S Agriculture (General) | ||||||||||||
| Divisions: | Faculty of Agriculture > Departement of Agribusiness | ||||||||||||
| Depositing User: | Rizky dwi nanda | ||||||||||||
| Date Deposited: | 10 Sep 2025 04:45 | ||||||||||||
| Last Modified: | 10 Sep 2025 04:45 | ||||||||||||
| URI: | https://repository.upnjatim.ac.id/id/eprint/42383 |
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