Priambudi, Alwan Rafi (2026) Pengaruh Social Media Marketing, Brand Image, dan Product Quality Terhadap Keputusan Pembelian Produk Suko Pada Gen Z di Surabaya. Undergraduate thesis, UPN Veteran Jawa Timur.
|
Text (Cover)
22012010286.-cover.pdf Download (365kB) | Preview |
|
|
Text (BAB I)
22012010286.-bab 1.pdf Download (471kB) | Preview |
|
![[img]](https://repository.upnjatim.ac.id/style/images/fileicons/text.png) |
Text (BAB II)
22012010286.-bab 2.pdf Restricted to Repository staff only until 3 July 2028. Download (149kB) |
|
|
Text (BAB III)
22012010286.-bab 3.pdf Restricted to Repository staff only until 3 July 2028. Download (142kB) |
|
|
Text (BAB IV)
22012010286.-bab 4.pdf Restricted to Repository staff only until 3 July 2028. Download (139kB) |
|
|
Text (BAB V)
22012010286.-bab 5.pdf Download (14kB) | Preview |
|
|
Text (Daftar Pustaka)
22012010286.-daftarpustaka.pdf Download (75kB) | Preview |
|
|
Text (Lampiran)
22012010286.-lampiran.pdf Restricted to Repository staff only until 3 July 2028. Download (575kB) |
Abstract
This study is based on the phenomenon of Suko's business expansion, as reflected by the increasing number of outlets, which was not accompanied by sales growth and instead coincided with a decline in sales from 2023 to 2025. A quantitative method was conducted through a survey questionnaire involving 145 respondents aged 17–29 years in Surabaya who had previously bought and used Suko clothing products. The respondents were selected through purposive sampling and were processed using PLS-SEM. The results show that social media marketing, brand image, and product quality simultaneously and partially have a positive and significant effect on purchase decisions, with brand image having the strongest effect.
| Item Type: | Thesis (Undergraduate) | ||||||||
|---|---|---|---|---|---|---|---|---|---|
| Contributors: |
|
||||||||
| Subjects: | H Social Sciences > HF Commerce > HF5410 Marketing. Distribution of Products | ||||||||
| Divisions: | Faculty of Economic and Business > Departement of Management | ||||||||
| Depositing User: | ALWAN RAFI PRIAMBUDI | ||||||||
| Date Deposited: | 06 Jul 2026 02:10 | ||||||||
| Last Modified: | 06 Jul 2026 02:10 | ||||||||
| URI: | https://repository.upnjatim.ac.id/id/eprint/54567 |
Actions (login required)
 |
View Item |