Putra, Dani Sysnanda Cahya (2026) Pengaruh Content Marketing, Customer Review, dan Brand Image terhadap Purchase Decision Produk Whitelab pada Konsumen Generasi Z di Kota Surabaya. Undergraduate thesis, UPN Veteran Jawa Timur.
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Abstract
The massive growth of the skincare industry has triggered intense competition among local skincare brands in the digital market, including Whitelab, which faces fluctuations in market position in attracting the attention of young consumers. This study aims to determine and analyze the effect of content marketing, customer reviews, and brand image, both partially and simultaneously, on the purchase decisions of Whitelab products among Generation Z consumers in Surabaya City. The research employed a causal associative quantitative approach. Primary data were collected through a digital questionnaire based on a Likert Scale from 156 respondents selected using purposive sampling techniques based on the Slovin Formula. Data analysis was conducted using multiple linear regression processed with IBM SPSS Statistics. The results of partial hypothesis testing prove that content marketing, customer reviews, and brand image each have a positive and significant effect on purchase decisions. The results of simultaneous testing also indicate a significant collective effect of all independent variables on the dependent variable. The coefficient of determination confirms the model's contribution, while the remainder is influenced by other factors beyond the scope of this study. The research concludes that brand image is the most dominant stimulating factor influencing the actual purchase decisions of Generation Z in Surabaya.
| 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: | Dani Sysnanda Cahya Putra | ||||||||
| Date Deposited: | 06 Jul 2026 03:14 | ||||||||
| Last Modified: | 06 Jul 2026 03:14 | ||||||||
| URI: | https://repository.upnjatim.ac.id/id/eprint/54610 |
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