ANALISIS MINAT BELI BRAND AEROSTREET PADA GEN Z DI KOTA BEKASI

ANANG SULAIMAN, . (2025) ANALISIS MINAT BELI BRAND AEROSTREET PADA GEN Z DI KOTA BEKASI. Sarjana thesis, UNIVERSITAS NEGERI JAKARTA.

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Abstract

Penelitian ini bertujuan untuk menganalisis minat beli Generasi Z di Kota Bekasi terhadap produk Aerostreet dengan menggunakan pendekatan Theory of Planned Behavior (TPB), yang mencakup tiga dimensi utama: Attitude Toward Behavior, Subjective Norms, dan Perceived Behavioral Control. Penelitian ini menggunakan metode kuantitatif dengan pengumpulan data melalui kuesioner kepada 196 responden yang dipilih menggunakan teknik purposive sampling. Analisis data dilakukan dengan metode analisis deskriptif dan Exploratory Factor Analysis (EFA) untuk mengidentifikasi faktor-faktor dominan yang membentuk minat beli. Hasil penelitian menunjukkan bahwa ketiga dimensi TPB berada pada kategori tinggi. Dimensi Attitude Toward Behavior mengindikasikan bahwa responden memiliki pandangan positif terhadap produk Aerostreet, terutama pada indikator persepsi nilai positif dan kesesuaian gaya hidup. Dimensi Subjective Norms menunjukkan bahwa pengaruh keluarga dan dukungan teman menjadi pendorong utama dalam membentuk minat beli. Dimensi Perceived Behavioral Control mengungkapkan bahwa kemudahan mendapatkan produk dan kendali pribadi atas keputusan pembelian menjadi faktor dominan yang memperkuat niat beli. Temuan ini menunjukkan bahwa Aerostreet memiliki potensi besar untuk meningkatkan penjualan pada segmen Gen Z melalui strategi pemasaran yang fokus pada relevansi desain, penguatan eksposur sosial, dan peningkatan persepsi kualitas.*****This study aims to analyze the purchase intention of Generation Z in Bekasi City toward Aerostreet products using the Theory of Planned Behavior (TPB) framework, which consists of three main dimensions: Attitude Toward Behavior, Subjective Norms, and Perceived Behavioral Control. This research employed a quantitative approach, with data collected through a questionnaire distributed to 196 respondents selected using purposive sampling. Data analysis was conducted using descriptive analysis and Exploratory Factor Analysis (EFA) to identify the dominant factors shaping purchase intention. The findings reveal that all three TPB dimensions fall into the high category. The Attitude Toward Behavior dimension indicates that respondents have a positive perception of Aerostreet products, particularly in terms of perceived value and lifestyle compatibility. The Subjective Norms dimension shows that family influence and peer support are the main drivers in shaping purchase intention. The Perceived Behavioral Control dimension highlights that ease of access to products and personal control over purchasing decisions are the dominant factors reinforcing purchase intention. These results suggest that Aerostreet has strong potential to increase sales within the Gen Z segment by implementing marketing strategies focused on design relevance, strengthening social exposure, and improving perceived product quality.

Item Type:	Thesis (Sarjana)
Additional Information:	1). Prof. Dr. Mohamad Rizan, M.M. ; 2). Andi Muhammad Sadat, S.E., M.Si., Ph.D.
Subjects:	Karya Umum > Karya Tulis Perguruan TInggi
Divisions:	FE > D IV Pemasaran Digital
Depositing User:	Anang Sulaiman .
Date Deposited:	19 Aug 2025 01:38
Last Modified:	19 Aug 2025 01:38
URI:	http://repository.unj.ac.id/id/eprint/61563

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