Analisis Pengaruh Brand Image dan Promosi Online terhadap Keputusan Pembelian Produk Kopi Kenangah Oleh Generasi Z di Kopi Kenangan Sulawesi Surabaya

Ramadhan, Akmal Nugraha (2025) Analisis Pengaruh Brand Image dan Promosi Online terhadap Keputusan Pembelian Produk Kopi Kenangah Oleh Generasi Z di Kopi Kenangan Sulawesi Surabaya. Undergraduate thesis, Universitas Pembangunan Nasional "Veteran" Jawa Timur.

[img] Text (Cover)
20024010155-cover.pdf

Download (487kB)
[img] Text (Bab 1)
20024010155-bab 1.pdf

Download (252kB)
[img] Text (Bab 2)
20024010155-bab 2.pdf
Restricted to Repository staff only until 8 July 2027.

Download (319kB)
[img] Text (Bab 3)
20024010155-bab 3.pdf
Restricted to Repository staff only until 8 July 2027.

Download (401kB)
[img] Text (Bab 4)
20024010155-bab 4.pdf
Restricted to Repository staff only until 8 July 2027.

Download (466kB)
[img] Text (Bab 5)
20024010155-bab 5.pdf

Download (223kB)
[img] Text (Daftar Pustaka)
20024010155-daftar pustaka.pdf

Download (201kB)
[img] Text (Lampiran)
20024010155-lampiran.pdf
Restricted to Repository staff only until 8 July 2027.

Download (589kB)

Abstract

This study investigates the impact of brand image and online promotion on the purchasing decisions of Generation Z consumers at the Kopi Kenangan branch located in Sulawesi, Surabaya. Utilizing a quantitative research approach, data were collected from 100 respondents aged 20–27 years through purposive sampling. The data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) with the assistance of WarpPLS 7.0 software. The findings reveal that both brand image and online promotion exert a significant and positive influence on consumer purchase decisions. Online promotion demonstrates a greater effect, underscoring its relevance in engaging digitally active consumers. These results imply the necessity for firms to enhance digital marketing strategies and cultivate a strong brand image to effectively influence Generation Z's purchasing behavior.

Item Type: Thesis (Undergraduate)
Contributors:
ContributionContributorsNIDN/NIDKEmail
Thesis advisorSetyadi, TaufikNPT 20119660830250taufiksetyadi.agri@upnjatim.ac.id
Thesis advisorRizkiyah, NoorNIDN 1120077401noor.rizkiyah.agribisnis@upnjatim.ac.id
Subjects: S Agriculture > S Agriculture (General)
Divisions: Faculty of Agriculture > Departement of Agribusiness
Depositing User: Akmal Nugraha
Date Deposited: 09 Jul 2025 01:13
Last Modified: 09 Jul 2025 01:13
URI: https://repository.upnjatim.ac.id/id/eprint/39310

Actions (login required)

View Item View Item