Bilhaky, Muhammad Nasrudin (2026) Pengaruh Persepsi Harga, Brand Image, dan Electronic Word of Mouth (E-WOM) terhadap Keputusan Pembelian Produk Erigo pada Generasi Z di Kota Surabaya. Undergraduate thesis, UPN Veteran Jawa Timur.
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Abstract
This study aims to analyze the influence of Price Perception, Brand Image, and Electronic Word of Mouth (E-WOM) on the Purchase Decision of Erigo products among Generation Z in Surabaya City. This study employed a quantitative approach using a purposive sampling technique. The respondents were Generation Z consumers residing in Surabaya City who had previously purchased Erigo products. The sample consisted of 120 respondents. Data were collected through questionnaires and analyzed using Structural Equation Modeling (SEM) based on Partial Least Square (PLS). The results indicate that Price Perception, Brand Image, and Electronic Word of Mouth (E-WOM) have a positive and significant effect on the Purchase Decision of Erigo products among Generation Z in Surabaya City.
| Item Type: | Thesis (Undergraduate) | ||||||||
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| Subjects: | H Social Sciences > HF Commerce > HF5410 Marketing. Distribution of Products | ||||||||
| Divisions: | Faculty of Economic and Business > Departement of Management | ||||||||
| Depositing User: | Muhammad Nasrudin Bilhaky | ||||||||
| Date Deposited: | 15 Jul 2026 06:31 | ||||||||
| Last Modified: | 15 Jul 2026 06:52 | ||||||||
| URI: | https://repository.upnjatim.ac.id/id/eprint/55506 |
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