Tarigan, Nina Esikelta (2026) Pengaruh Brand Image,Perceived Value, dan Influencer Marketing Terhadap Keputusan Pembelian Produk Finally Found You (FFY) Pada Konsumen Generasi Z di Tiktok Shop Surabaya. Undergraduate thesis, UPN Veteran Jawa Timur.
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Abstract
Digitalization has an influence on the development of world and Indonesian business with the use of aggressive online platforms. This is accompanied by the growth of the digital-based beauty industry which encourages the purchase of beauty products through the Tiktok Shop platform. Generation Z dominates the use of online platforms and is the main consumer of beauty brands today. With competitive competition between brands and consumers, companies must understand the factors that influence consumer purchasing decisions, such as increasing the value of brand image, perceived value, and influencer marketing on consumer purchasing decisions. This study is useful to analyze the influence of Brand Image. Perceived Value, and Influencer Marketing towards purchasing decisions for Finally Found You products in Tiktok Shop among Generation Z consumers in the city of Surabaya. This study uses a quantitative multiple regression approach with the distribution of online questionnaires and calculation of SPSS 29. The population in this study is Generation Z consumers in Surabaya. The sampling technique uses purposive sampling with the condition that you have purchased and used Finally Found You products through the Tiktok Shop and viewed influencer promotional videos on Tiktok so that the number of respondents is 160 people. The results of this study show that Brand Image, Perceived Value, and Influencer Marketing partially have a positive and significant influence on purchasing decisions. Simultaneously the three independent variables have a significant effect on purchasing decisions. This study was able to confirm that increasing Brand Image, Perceived Value, and effective Influencer Marketing can improve purchasing decisions for Generation Z consumers in Tiktok Shop so that companies can focus on improving these variables. Keywords: Brand Image, Perceived Value, Influencer Marketing,Purchase Decision, Generation Z, Tiktok Shop.
| Item Type: | Thesis (Undergraduate) | ||||||||
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| Subjects: | H Social Sciences > HF Commerce > HF5001 Business. Business Administration H Social Sciences > HF Commerce > HF5410 Marketing. Distribution of Products |
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| Divisions: | Faculty of Social and Political Sciences > Departement of Business Administration | ||||||||
| Depositing User: | Nina Esikelta Tarigan | ||||||||
| Date Deposited: | 14 Jul 2026 06:23 | ||||||||
| Last Modified: | 14 Jul 2026 06:23 | ||||||||
| URI: | https://repository.upnjatim.ac.id/id/eprint/55221 |
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