Zulyanto, Agus (2025) PENGARUH KUALITAS PRODUK, CITRA MEREK, DAN PERSEPSI HARGA TERHADAP KEPUTUSAN PEMBELIAN PRODUK PASTA GIGI PEPSODENT DI KALANGAN KONSUMEN GENERASI Z ( Studi 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 product quality, brand image, and price perception on the purchase decision of Pepsodent toothpaste among Generation Z consumers in Surabaya. The background of this research is based on the growing awareness of dental health among young people and Pepsodent's dominance in the national toothpaste market, as indicated by Top Brand Index data. This study employs a quantitative approach using a survey method involving 150 respondents from Generation Z in Surabaya. The sampling technique used is purposive sampling, and the data were processed using multiple linear regression analysis, including validity and reliability tests, classical assumption tests, and hypothesis testing. The results show that product quality, brand image, and price perception simultaneously have a significant effect on purchase decisions. Partially, all three variables also have a positive and significant influence on purchase decisions. These findings reinforce the understanding that to enhance product competitiveness, companies must pay attention to product quality, strengthen brand image, and develop pricing strategies aligned with the perceived value of the target consumers.
| 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: | Agus Zulyanto | ||||||||
| Date Deposited: | 02 Jul 2025 06:20 | ||||||||
| Last Modified: | 02 Jul 2025 06:20 | ||||||||
| URI: | https://repository.upnjatim.ac.id/id/eprint/39169 |
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