THE INFLUENCE OF PRODUCT INNOVATION, PRODUCT QUALITY, AND INFLUENCER MARKETING ON PURCHASE DECISIONS THROUGH THE FORE APPLICATION (A CASE STUDY ON GENERATION Z IN SURABAYA)

Siregar, Faliha Nayza Syafhan (2026) THE INFLUENCE OF PRODUCT INNOVATION, PRODUCT QUALITY, AND INFLUENCER MARKETING ON PURCHASE DECISIONS THROUGH THE FORE APPLICATION (A CASE STUDY ON GENERATION Z IN SURABAYA). Undergraduate thesis, UPN Veteran Jawa Timur.

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Abstract

The rapid growth of digital coffee consumption in Indonesia has positioned Generation Z as a primary market segment that relies on mobile ordering platforms. Despite Fore Coffee's strong market presence, a significant decline in sales volume was observed in Surabaya in 2024, highlighting a potential gap in converting digital interest into confirmed transactions. This research aims to analyze how product innovation, product quality, and influencer marketing affect the purchase decisions of young consumers, specifically through the brand's mobile application. This study provides an original contribution by focusing on the digital ecosystem of an application rather than physical store locations, addressing a specific research gap in the Surabaya market. The findings suggest that coffee retailers must prioritize consistent menu updates and optimize application features to maintain competitiveness. These insights imply that digital marketing strategies for the food and beverage industry should emphasize product variety and user convenience to secure the loyalty of the younger generation successfully.

Item Type:	Thesis (Undergraduate)
Contributors:	Contribution Contributors NIDN/NIDK Email Thesis advisor Fauziah, Sumainah NIP199312072022032015 fauziah.adbis@gmail.com
Subjects:	H Social Sciences > HF Commerce > HF5001 Business. Business Administration
Divisions:	Faculty of Social and Political Sciences > Departement of Business Administration
Depositing User:	Faliha Nayza Syafhan Siregar
Date Deposited:	10 Jul 2026 08:05
Last Modified:	10 Jul 2026 08:44
URI:	https://repository.upnjatim.ac.id/id/eprint/55002

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