samudro, firmansyah putra (2026) Pengaruh digital marketing dan brand image terdahadap keputusan pembelian fore coffe pada generasi z. Undergraduate thesis, UPN Veteran Jawa Timur.
![[img]](https://repository.upnjatim.ac.id/style/images/fileicons/text.png) |
Text (Cover)
22012010342.-cover.pdf.pdf Download (1MB) |
|
Text (Bab 1)
22012010342.-bab 1.pdf Download (1MB) |
|
Text (Bab 2)
22012010342.-bab 2.pdf Restricted to Repository staff only until 1 September 2028. Download (1MB) |
|
Text (Bab 3)
22012010342.-bab 3.pdf Restricted to Repository staff only until 1 September 2028. Download (2MB) |
|
Text (Bab 4)
22012010342.-bab 4.pdf Restricted to Repository staff only until 1 September 2028. Download (5MB) |
|
Text (Bab 5)
22012010342.-bab 5.pdf Download (243kB) |
|
Text (Daftar pustaka)
22012010342.-daftarpustaka.pdf Download (433kB) |
|
Text (Lampiran)
22012010342.-lampiran.pdf Restricted to Repository staff only until 1 September 2028. Download (2MB) |
Abstract
The development of digital technology has brought significant changes to marketing activities, particularly in the food and beverage industry. The utilization of Digital Marketing has become one of the strategies employed by Fore Coffee to reach consumers more broadly through various digital platforms. In addition, Brand Image is also an important factor in shaping consumers’ perceptions of a brand, thereby potentially influencing purchasing decisions. This study aims to analyze the influence of Digital Marketing and Brand Image on the Purchase Decision of Fore Coffee among Generation Z. This research is motivated by the high level of competition in the coffee shop industry and changes in consumer behavior, with consumers increasingly relying on digital media to obtain information and make purchases. This study employs a quantitative approach using purposive sampling. The research sample consisted of 104 Generation Z respondents who had purchased Fore Coffee products and met the specified research criteria. Data were collected through an online questionnaire distributed via Google Forms using a Likert scale. The data obtained were then analyzed using SmartPLS through the Structural Equation Modeling (SEM) approach based on Partial Least Squares (PLS). The results of the study indicate that Digital Marketing has a positive and significant effect on the Purchase Decision of Fore Coffee among Generation Z. Meanwhile, Brand Image has a positive relationship with Purchase Decision, but its effect is not statistically significant. These findings indicate that digital marketing strategies play a more dominant role in driving purchasing decisions than Brand Image in the context of this study. Keywords: Digital Marketing, Brand Image, Purchase Decision
| Item Type: | Thesis (Undergraduate) | ||||||||
|---|---|---|---|---|---|---|---|---|---|
| Contributors: |
|
||||||||
| Subjects: | H Social Sciences > HF Commerce > HF5410 Marketing. Distribution of Products | ||||||||
| Divisions: | Faculty of Economic and Business > Departement of Management | ||||||||
| Depositing User: | Firmansyah Putra Samudro | ||||||||
| Date Deposited: | 02 Sep 2026 07:20 | ||||||||
| Last Modified: | 02 Sep 2026 07:20 | ||||||||
| URI: | https://repository.upnjatim.ac.id/id/eprint/59833 |
Actions (login required)
 |
View Item |