Amelia, Siska (2025) Pengaruh Brand Awareness, Electronic Word Of Mouth Dan Brand Trust Terhadap Brand Preference Richeese Factory Di Kalangan Gen Z Kota Surabaya. Undergraduate thesis, UPN Veteran Jawa Timur.
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Abstract
The fast food industry continues to experience rapid development, especially with changing consumption patterns among Gen Z who prioritize comfort and practicality. Richeese Factory, as a local brand, faces challenges in enhancing consumer preferences amidst intense competition. This study aims to examine the effects of Brand Awareness, Electronic Word of Mouth, and Brand Trust on Brand Preference for Richeese Factory among Gen Z in the city of Surabaya. The research method used is quantitative with a sample of 98 Gen Z respondents aged 17-27 who have purchased or consumed Richeese Factory at least once. The sampling technique employed is purposive sampling, and the data is analyzed using Structural Equation Modeling (SEM) based on Partial Least Square (PLS). The results show that Brand Awareness, Electronic Word of Mouth, and Brand Trust have a positive and significant effect on Brand Preference. These findings underline the importance of marketing strategies focused on increasing Brand Awareness, managing Electronic Word of Mouth, and maintaining Brand Trust. This research also contributes to the understanding of marketing in the fast food industry and opens up opportunities for further research with other variables and expanding the geographical scope.
| Item Type: | Thesis (Undergraduate) | ||||||||
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| Subjects: | H Social Sciences > H Social Sciences (General) H Social Sciences > HC Economics H Social Sciences > HF Commerce H Social Sciences > HF Commerce > HF5410 Marketing. Distribution of Products |
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| Divisions: | Faculty of Economic > Departement of Management | ||||||||
| Depositing User: | Siska Amelia | ||||||||
| Date Deposited: | 18 Jun 2025 08:20 | ||||||||
| Last Modified: | 18 Jun 2025 08:20 | ||||||||
| URI: | https://repository.upnjatim.ac.id/id/eprint/38426 |
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