Islamy, Jasmine Sabrina (2026) PENGARUH ELECTRONIC WORD OF MOUTH DAN BRAND IMAGE TERHADAP IMPULSE BUYING PRODUK FEEL MATCHA PADA KONSUMEN GENERASI Z DI SURABAYA. Undergraduate thesis, UPN Veteran Jawa Timur.
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Abstract
This study aims to analyze the influence of Electronic Word of Mouth (E-WOM) and Brand Image on impulse buying of Feel Matcha products among Generation Z consumers in Surabaya. The background of this study is based on the high trend in matcha consumption in Indonesia and the significant growth in Feel Matcha sales, amid the emergence of negative reviews regarding inconsistencies in service and product quality on social media. This study employs a quantitative approach using the Partial Least Square-Structural Equation Modeling (PLS-SEM) method, analyzed using SmartPLS. The sample consisted of 100 respondents—Generation Z consumers residing in Surabaya who had purchased Feel Matcha within the past year selected using purposive sampling. The results show that E-WOM and Brand Image each have a positive and significant effect on Impulse Buying, with Brand Image contributing more significantly than E-WOM. Among the Brand Image variables, the indicators of visual appeal and packaging were the most dominant, whereas among the E-WOM variables, the indicator of recommendations from other users was the most dominant in driving Impulse Buying.
| Item Type: | Thesis (Undergraduate) | ||||||||
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| Subjects: | H Social Sciences > HC Economics | ||||||||
| Divisions: | Faculty of Economic and Business > Departement of Management | ||||||||
| Depositing User: | Jasmine Sabrina Islamy | ||||||||
| Date Deposited: | 28 Jul 2026 07:07 | ||||||||
| Last Modified: | 28 Jul 2026 07:07 | ||||||||
| URI: | https://repository.upnjatim.ac.id/id/eprint/58254 |
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