Rahmawati, Lailatul Fitri Dwi (2025) PENGARUH PRODUK, HARGA DAN KONTEN INSTAGRAM TERHADAP KEPUTUSAN PEMBELIAN KOPI KENANGAN PADA GEN Z. Undergraduate thesis, UPN Veteran Jawa Timur.
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Abstract
The rapid growth of the coffee industry in Indonesia, driven by Gen Z and social media, is the background to this research. This study analyzes the influence of social media on purchasing decisions for Kopi Kenangan among Generation Z. The focus is on identifying purchasing drivers, Kopi Kenangan's content strategy, and its effectiveness. The results show that Kopi Kenangan's product significantly influences social media and purchasing decisions. Social media also proved significant in influencing purchasing decisions. Interestingly, price and content did not have a significant direct influence, but social media played a significant role as a mediator between the product and purchasing decisions.
| Item Type: | Thesis (Undergraduate) | ||||||||
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| Subjects: | H Social Sciences > HF Commerce H Social Sciences > HF Commerce > HF5001 Business. Business Administration H Social Sciences > HF Commerce > HF5410 Marketing. Distribution of Products |
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| Divisions: | Faculty of Social and Political Sciences > Departement of Business Administration | ||||||||
| Depositing User: | Mahasiswa Rahmawati Lailatul Fitri Dwi | ||||||||
| Date Deposited: | 02 Dec 2025 04:14 | ||||||||
| Last Modified: | 02 Dec 2025 04:14 | ||||||||
| URI: | https://repository.upnjatim.ac.id/id/eprint/47181 |
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