Makatita, Tegar Fajar Ramadhan (2026) Pengaruh Konten Digital dan Ulasan Daring terhadap Keputusan Pembelian Konsumen Generasi Z pada Kedai Semoga Sukses Surabaya. Undergraduate thesis, UPN Veteran Jawa Timur.
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Abstract
The rapid development of digital technology has fundamentally altered consumer behavior, particularly among Generation Z, a cohort recognized as digital natives. In the food and beverage industry, business owners are increasingly required to leverage digital media to maintain competitiveness through effective management of digital content and online reviews. In this study, digital content and online reviews serve as independent variables, while purchase decision serves as the dependent variable. This study aims to analyze the simultaneous and partial influence of digital content and online reviews on the purchase decision of Generation Z consumers at Kedai Semoga Sukses Surabaya. A quantitative approach was employed using purposive sampling of 155 Generation Z respondents. Data were collected via questionnaire and analyzed using multiple linear regression with IBM SPSS Statistics.
| Item Type: | Thesis (Undergraduate) | ||||||||
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| Subjects: | H Social Sciences > HB Economic Theory H Social Sciences > HC Economics H Social Sciences > HG Finance H Social Sciences > HJ Public Finance |
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| Divisions: | Faculty of Social and Political Sciences > Departement of Business Administration | ||||||||
| Depositing User: | Tegar Fajar Ramadhan Makatita | ||||||||
| Date Deposited: | 13 Jul 2026 08:32 | ||||||||
| Last Modified: | 13 Jul 2026 08:37 | ||||||||
| URI: | https://repository.upnjatim.ac.id/id/eprint/55279 |
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