Nabila Fajar Rizqiana, . (2025) KEPUTUSAN PEMBELIAN STARBUCKS: Studi Pada Generasi Z. Skripsi thesis, Universitas Pembangunan Nasional Veteran Jakarta.
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Abstract
This study aims to analyze the influence of brand image, electronic word of mouth (E-WOM), and service quality on Starbucks purchasing decisions among Generation Z. The background of this study is based on the decline in Starbucks' global sales amid increasing coffee production, exports, and consumption. The study is also based on the importance of brand image, digital reviews, and service quality in influencing consumer behavior, especially among Generation Z. The research uses a quantitative method with a survey of 100 Generation Z respondents who are active in the Daerah Khusus Jakarta (excluding the Kabupaten Administrasi Kepulauan Seribu), have read reviews and purchased Starbucks products directly/offline, and are between the ages of 17 and 30. Data analysis was performed using Partial Least Squares-Structural Equation Modeling (PLS-SEM) through SmartPLS 4. This technique was used to test the relationship between variables used in the research model. The findings show that brand image, e-WOM, and service quality have a positive and significant effect on Generation Z's decision to purchase Starbucks products.
| Item Type: | Thesis (Skripsi) |
|---|---|
| Additional Information: | [No. Panggil: 2210111074] ]Pembimbing: Suharyati] [Penguji 1: Dea Delia Lestari] [Ketua Penguji: Prasetyo Hadi] |
| Uncontrolled Keywords: | Brand Image, E-WOM, Generation Z, Purchase Decision, Service Quality. |
| Subjects: | H Social Sciences > HB Economic Theory H Social Sciences > HC Economic History and Conditions H Social Sciences > HF Commerce |
| Divisions: | Fakultas Ekonomi dan Bisnis > Program Studi Manajemen (S1) |
| Depositing User: | NABILA FAJAR RIZQIANA |
| Date Deposited: | 26 Mar 2026 07:26 |
| Last Modified: | 26 Mar 2026 07:26 |
| URI: | http://repository.upnvj.ac.id/id/eprint/41337 |
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