Puspitayani, Dhea Fitri (2026) Pengaruh Kualitas Konten dan Brand Awareness di Media Sosial Instagram Terhadap Minat Beli Produk Batik Puspita (Studi Pada Generasi Z di Pacitan). Undergraduate thesis, UPN Veteran Jawa Timur.
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Abstract
The rapid advancement of digital technology has significantly transformed marketing communication strategies from conventional methods to digital marketing through social media platforms. Among these platforms, Instagram has emerged as one of the most effective channels for businesses to promote products and foster relationships with consumers. This study aims to examine the effects of content quality and brand awareness on the purchase intention of Batik Puspita products among Generation Z in Pacitan Regency. A quantitative research approach with a causal design was employed in this study. The research sample consisted of 156 Generation Z respondents selected using a purposive sampling technique. Data were collected through a structured questionnaire and analyzed using multiple linear regression analysis. The results reveal that content quality and brand awareness simultaneously exert a positive and statistically significant influence on purchase intention, as indicated by an F-value of 325.404 with a significance level of less than 0.001. Individually, content quality demonstrates a positive and significant effect on purchase intention, with a regression coefficient of 0.625 and a t-value of 10.184. Similarly, brand awareness has a positive and significant effect on purchase intention, with a regression coefficient of 0.360 and a t-value of 5.239. Furthermore, the coefficient of determination (R2) of 0.810 indicates that 81% of the variance in purchase intention can be explained by content quality and brand awareness. These findings suggest that enhancing the quality of Instagram content and strengthening brand awareness can effectively increase Generation Z's purchase intention toward Batik Puspita products.
| Item Type: | Thesis (Undergraduate) | ||||||||
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| Subjects: | H Social Sciences > HF Commerce > HF5410 Marketing. Distribution of Products | ||||||||
| Depositing User: | Dhea Fitri Puspitayani | ||||||||
| Date Deposited: | 14 Jul 2026 08:28 | ||||||||
| Last Modified: | 14 Jul 2026 08:28 | ||||||||
| URI: | https://repository.upnjatim.ac.id/id/eprint/55390 |
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