relation: https://eprints.untirta.ac.id/44706/ title: ANALISIS PENGARUH CITRA MEREK, KUALITAS PRODUK, DAN HARGA TERHADAP KEPUTUSAN PEMBELIAN KOPI KENANGAN OLEH GENERASI Z DI KOTA BEKASI creator: FARRIZQI RAMADHANTI, ALAYYA subject: S Agriculture (General) description: 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. date: 2024 type: Thesis type: NonPeerReviewed format: text language: en identifier: https://eprints.untirta.ac.id/44706/1/ALAYYA%20FARRIZQI%20RAMADHANTI_4441200086_fulltext.pdf format: text language: en identifier: https://eprints.untirta.ac.id/44706/3/ALAYYA%20FARRIZQI%20RAMADHANTI_4441200086_02.pdf format: text language: en identifier: https://eprints.untirta.ac.id/44706/4/ALAYYA%20FARRIZQI%20RAMADHANTI_4441200086_03.pdf format: text language: en identifier: https://eprints.untirta.ac.id/44706/5/ALAYYA%20FARRIZQI%20RAMADHANTI_4441200086_04.pdf format: text language: en identifier: https://eprints.untirta.ac.id/44706/8/ALAYYA%20FARRIZQI%20RAMADHANTI_4441200086_LAMP.pdf format: text language: en identifier: https://eprints.untirta.ac.id/44706/7/ALAYYA%20FARRIZQI%20RAMADHANTI_4441200086_REF.pdf format: text language: en identifier: https://eprints.untirta.ac.id/44706/9/ALAYYA_FARRIZQI_RAMADHANTI_4441200086_01.pdf format: text language: en identifier: https://eprints.untirta.ac.id/44706/10/ALAYYA%20FARRIZQI%20RAMADHANTI_4441200086_05.pdf identifier: 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.