Huda, Miftahul Huda and Winarno, Sri Tjondro and Mubarokah, Mubarokah (2026) Pengaruh Kualitas Produk, Citra Merek, dan Lokasi Terhadap Keputusan Pembelian Konsumen Kopi Keliling Sejuta Jiwa di Kota Surabaya bagi Gen Z. Undergraduate thesis, UPN Veteran Jawa Timur.
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Abstract
This study examines the influence of product quality, brand image, and location on purchase decisions of mobile coffee (kopi keliling) consumers among Generation Z in Surabaya. Unlike conventional coffee shops, this business model is highly mobile, requiring a reinterpretation of location as dynamic accessibility. A quantitative approach was employed using a survey of 100 respondents, and the data were analyzed using SEM-PLS. The results show that Gen Z respondents have a positive perception of the mobile coffee phenomenon. Then all variables significantly influence purchasing decisions, with brand image as the most dominant factor, followed by product quality and location. These findings suggest that in a mobile operational context, consumers rely more on brand perception as a signal of trust than on other attributes. This research emphasizes the importance of strengthening brand image and product quality consistency in increasing mobile coffee purchases. Keywords: product quality, brand image, location, purchase decision, mobile coffee, Generation Z.
| Item Type: | Thesis (Undergraduate) | ||||||||||||
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| Subjects: | S Agriculture > S Agriculture (General) | ||||||||||||
| Divisions: | Faculty of Agriculture > Departement of Agribusiness | ||||||||||||
| Depositing User: | Faris Miftahul Huda | ||||||||||||
| Date Deposited: | 03 Jun 2026 06:24 | ||||||||||||
| Last Modified: | 03 Jun 2026 06:24 | ||||||||||||
| URI: | https://repository.upnjatim.ac.id/id/eprint/53537 |
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