Wardani, Imelda Putri (2026) Pengaruh Packaging, Price dan Electronic Word of Mouth Terhadap Kepuasan Pelanggan Kopi Fore BG Junction Mall Surabaya Studi Pada Generasi Z di Surabaya). Undergraduate thesis, UPN Veteran Jawa Timur.
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Abstract
This study aims to analyze the effects of Packaging (X1), Price (X2), and Electronic Word of Mouth (X3) on Customer Satisfaction (Y) among Generation Z consumers at the Kopi Fore outlet in BG Junction Mall, Surabaya, both simultaneously and partially. The study employs a quantitative approach using an associative method. Primary data were collected via a Google Forms questionnaire from 150 respondents selected using purposive sampling (non-probability sampling), who reside in Surabaya, are at least 17 years old, and have previously purchased products from Kopi Fore at BG Junction Mall. The data were analyzed using validity tests, reliability tests, classical assumption tests, multiple linear regression, the coefficient of determination, the F-test, and the t-test with the aid of SPSS. The results indicate that Packaging, Price, and Electronic Word of Mouth simultaneously have a positive and significant effect on Customer Satisfaction (calculated F = 56.388 > table F = 2.67; p = 0.000), with a coefficient of determination (R²) of 0.537 or 53.7%. Partially, all three variables were also found to have a positive and significant effect, with Electronic Word of Mouth showing the most dominant influence (t-calculated 5.183), followed by Price (t-calculated 4.534) and Packaging (t-calculated 3.076). These findings indicate that Kopi Fore’s marketing strategy needs to integrate packaging innovation, competitive pricing, and digital reputation management to maximize Generation Z customer satisfaction. Keywords: Packaging, Price, Electronic Word of Mouth, Customer Satisfaction, Generation Z
| 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: | Imelda Putri Wardani | ||||||||
| Date Deposited: | 09 Sep 2026 03:55 | ||||||||
| Last Modified: | 09 Sep 2026 03:55 | ||||||||
| URI: | https://repository.upnjatim.ac.id/id/eprint/60159 |
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