Hermansyah, Krisna Putra (2026) PENGARUH BRAND IMAGE, HARGA, DAN KUALITAS PRODUK TERHADAP PURCHASE INTENTION PADA KONSUMEN POP MART (Studi Pada Generasi Z di Surabaya). Undergraduate thesis, UPN Veteran Jawa Timur.
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Abstract
This study aims to identify and analyzed the simultaneous and individual effects of brand image, price, and product quality on purchase intention among Pop Mart consumers, specifically among Generation Z in Surabaya. The subject of this study is the rapidly growing blind-box collectible toy industry. The research method employed is a quantitative approach with an associative research design. Data were collected through an online questionnaire distributed to 157 respondents selected using non-probability purposive sampling, with the criteria being Generation Z individuals aged 18–29 who reside in Surabaya and are familiar with the Pop Mart brand. The data analysis technique used in this study was multiple linear regression using SPSS 25 software. The results of this study, analyzed simultaneously (F-test), showed that Brand Image, Price, and Product Quality collectively had a positive and significant effect on purchase intention. Meanwhile, when analyzed individually, all three variables were also found to have a significant influence on purchase intention. The findings also indicate that price is the most dominant factor influencing purchase intention, as consumers perceive the price paid to be commensurate with the exclusivity and happiness they derive from the product. Keyword: Brand Image, Price, Product Quality, Purchase Intention, Pop Mart
| Item Type: | Thesis (Undergraduate) | ||||||||
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| Subjects: | H Social Sciences > HF Commerce > HF5001 Business. Business Administration | ||||||||
| Divisions: | Faculty of Social and Political Sciences > Departement of Business Administration | ||||||||
| Depositing User: | Krisna Putra Hermansyah | ||||||||
| Date Deposited: | 31 Aug 2026 03:44 | ||||||||
| Last Modified: | 31 Aug 2026 03:44 | ||||||||
| URI: | https://repository.upnjatim.ac.id/id/eprint/59287 |
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