Ramadanti, Arin Oktavia (2026) PENGARUH CITRA MEREK, KESADARAN MEREK, DAN PERSEPSI HARGA TERHADAP NIAT BELI PRODUK FASHION LOKAL COLORBOX (Studi Pada Generasi Z Di Surabaya). Undergraduate thesis, UPN "VETERAN" JAWA TIMUR.
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Abstract
The increasing competitiveness of the local fashion industry requires companies to understand the factors influencing consumers’ purchase intention, particularly Generation Z, who tend to be critical and selective in brand choices. As a local fashion brand, Colorbox needs to optimize brand image, brand awareness, and price perception to remain competitive amid the dominance of global brands. This study aims to analyze the effects of brand image, brand awareness, and price perception on the purchase intention of Colorbox products among Generation Z in Surabaya. This research adopts a quantitative approach using a survey method. Data were collected through questionnaires distributed to 100 Generation Z respondents in Surabaya who had purchased or used Colorbox products, selected using purposive sampling. Data analysis was conducted using multiple linear regression with SPSS version 27. The results indicate that brand image, brand awareness, and price perception have a positive and significant effect on purchase intention, both simultaneously and partially. These findings highlight the importance of strengthening these factors to enhance Generation Z’s purchase intention toward local fashion products. Keywords: Purchase Intention, Brand Image, Brand Awareness, Price Perception, Local Fashion,Colorbox, Generation Z.
| Item Type: | Thesis (Undergraduate) | ||||||||
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| Subjects: | H Social Sciences > H Social Sciences (General) 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: | Arin Oktavia Ramadanti | ||||||||
| Date Deposited: | 05 Mar 2026 07:36 | ||||||||
| Last Modified: | 05 Mar 2026 08:07 | ||||||||
| URI: | https://repository.upnjatim.ac.id/id/eprint/50182 |
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