Pertiwi, Devi Rosa Kusuma (2026) Pengaruh Social Media Marketing, Brand Image, dan Persepsi Harga terhadap Keputusan Pembelian Produk By.U 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 social media marketing, brand image, and price perception on the purchase decision of by.U products among Generation Z in Surabaya, as well as to identify the most dominant variable. This research employs a quantitative approach with a survey method involving 155 Generation Z respondents who are by.U users, selected through purposive sampling. Data were analyzed using multiple linear regression with SPSS version 31. The results show that simultaneously, all three variables significantly influence purchase decisions (F = 54.617; sig. < 0.001). Partially, social media marketing (t = 3.878), brand image (t = 3.777), and price perception (t = 4.751) each have a positive and significant effect. The coefficient of determination (R²) of 0.520 indicates that the three variables explain 52% of the variation in purchase decisions. Price perception is the most dominant variable with a contribution of 19.81%, followed by social media marketing at 17.12%, and brand image at 15.15%. These findings confirm that price affordability, price-to-quality alignment, and price competitiveness are the primary considerations for Generation Z in choosing by.U products
| 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: | Devi Rosa Kusuma Pertiwi | ||||||||
| Date Deposited: | 25 May 2026 05:52 | ||||||||
| Last Modified: | 25 May 2026 07:01 | ||||||||
| URI: | https://repository.upnjatim.ac.id/id/eprint/52447 |
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