FARRIZQI RAMADHANTI, ALAYYA (2024) ANALISIS PENGARUH CITRA MEREK, KUALITAS PRODUK, DAN HARGA TERHADAP KEPUTUSAN PEMBELIAN KOPI KENANGAN OLEH GENERASI Z DI KOTA BEKASI. S1 thesis, UNIVERSITAS SULTAN AGENG TIRTAYASA.
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Abstract
This research on the purchasing decision of Kopi Kenangan by Generation Z in Bekasi City is based on the coffee industry in Indonesia which has growing rapidly, especially coffee shops that are in great demand by Generation Z, dominated by young people with an average birth year of 1995 – 2010. Generation Z is an important group of buyers because most group members focus on pragmatic actions and rarely rethink before making a purchase. This study aims to determine what variables make the coffee industry has growing rapidly, whether brand image (X1); product quality (X2); or price (X3) on purchasing decisions (Y). The method used in this research is descriptive quantitative, the population in this study are consumers of Kopi Kenangan in Bekasi City, the sample for this study are consumers of Kopi Kenangan in Bekasi City who were born between 1995-2010 and have purchased Kopi Kenangan at least 2 times. This research uses the Cluster Sampling Technique with data processing tools using SPSS with instrument validity tests, classical assumption tests, multiple linear regression analysis tests and hypothesis testing. The results showed that product quality and price have a positive and significant relationship with purchasing decisions, while brand image has no positive effect on purchasing decisions for Kopi Kenangan by Generation Z in Bekasi City.
| Item Type: | Thesis (S1) | |||||||||
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| Additional Information: | Penelitian keputusan pembelian Kopi Kenangan oleh Generasi Z di Kota Bekasi ini didasarkan pada industri kopi di Indonesia yang berkembang pesat, terutama kedai kopi yang sangat diminati oleh Generasi Z, yang didominasi oleh kaum muda dengan rata-rata tahun kelahiran 1995–2010. Generasi Z merupakan kelompok pembeli yang penting karena sebagian besar anggotanya cenderung fokus pada tindakan pragmatis dan jarang mempertimbangkan ulang sebelum melakukan pembelian. Penelitian ini bertujuan untuk mengetahui variabel apa saja yang menyebabkan industri kopi berkembang pesat, apakah citra merek (X1), kualitas produk (X2), atau harga (X3) terhadap keputusan pembelian (Y). Metode yang digunakan dalam penelitian ini adalah deskriptif kuantitatif. Populasi dalam penelitian ini adalah konsumen Kopi Kenangan di Kota Bekasi, sedangkan sampel penelitian ini adalah konsumen Kopi Kenangan di Kota Bekasi yang lahir antara tahun 1995–2010 dan telah membeli Kopi Kenangan setidaknya 2 kali. Penelitian ini menggunakan Teknik Cluster Sampling dengan alat pengolah data menggunakan SPSS, melalui uji validitas instrumen, uji asumsi klasik, analisis regresi linier berganda, dan pengujian hipotesis. Hasil penelitian menunjukkan bahwa kualitas produk dan harga memiliki hubungan positif dan signifikan terhadap keputusan pembelian, sedangkan citra merek tidak memiliki pengaruh positif terhadap keputusan pembelian Kopi Kenangan oleh Generasi Z di Kota Bekasi. | |||||||||
| Uncontrolled Keywords: | Brand Image, Product Quality, Price, Purchasing Decisions. Citra Merek, Kualitas Produk, Harga, Keputusan Pembelian | |||||||||
| Subjects: | S Agriculture > S Agriculture (General) | |||||||||
| Divisions: | 04-Fakultas Pertanian 04-Fakultas Pertanian > 54201-Program Studi Agribisnis |
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| Depositing User: | Alayya Farrizqi Ramadhanti | |||||||||
| Date Deposited: | 31 Dec 2024 10:41 | |||||||||
| Last Modified: | 31 Dec 2024 10:41 | |||||||||
| URI: | http://eprints.untirta.ac.id/id/eprint/44706 |
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