PENGARUH SOCIAL MEDIA MARKETING, PERCEIVED PRICE, DAN BRAND IMAGE TERHADAP PURCHASE INTENTION PADA GENERASI – Z DI KOPILOJIK

RAFILINO RIANDA SASTRODININGRAT, . (2026) PENGARUH SOCIAL MEDIA MARKETING, PERCEIVED PRICE, DAN BRAND IMAGE TERHADAP PURCHASE INTENTION PADA GENERASI – Z DI KOPILOJIK. Sarjana thesis, UNIVERSITAS NEGERI JAKARTA.

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Abstract

Penelitian ini bertujuan untuk menganalisis pengaruh social media marketing, perceived price, dan brand image terhadap purchase intention pada Generasi Z terhadap KOPILOJIK. Fenomena ini muncul seiring berkembangnya pemasaran digital dan social commerce, di mana platform seperti Instagram, TikTok, dan media sosial lainnya menjadi sarana utama bagi KOPILOJIK untuk membangun eksposur merek, menyampaikan informasi promosi, serta membentuk persepsi harga dan citra merek di kalangan konsumen muda. Generasi Z sebagai digital native menunjukkan perilaku konsumsi yang aktif, kritis, serta sangat dipengaruhi oleh pengalaman bermedia sosial dan persepsi terhadap nilai yang ditawarkan sebuah brand. Penelitian ini menggunakan pendekatan kuantitatif dengan metode survei. Populasi penelitian adalah Generasi Z di Jakarta yang mengetahui KOPILOJIK dan pernah berkunjung atau melakukan pembelian di KOPILOJIK maupun mengikuti akun media sosial KOPILOJIK. Teknik pengambilan sampel yang digunakan adalah purposive sampling dengan jumlah minimal 140 responden. Pengumpulan data dilakukan melalui kuesioner daring berbasis Google Form yang terdiri dari empat variabel penelitian dengan pengukuran menggunakan skala Likert. Data yang diperoleh dianalisis menggunakan metode Structural Equation Modeling (SEM) berbasis Partial Least Squares (PLS) dengan bantuan software SmartPLS 4, karena teknik ini mampu menguji hubungan prediktif antarkonstruk laten secara simultan meskipun data tidak sepenuhnya berdistribusi normal. Hasil penelitian diharapkan menunjukkan bahwa social media marketing, perceived price, dan brand image berpengaruh positif dan signifikan terhadap purchase intention Generasi Z terhadap KOPILOJIK. Penelitian ini diharapkan memberikan kontribusi teoritis terhadap pengembangan kajian perilaku konsumen dalam konteks pemasaran digital kafe, serta kontribusi praktis bagi manajemen KOPILOJIK dan pelaku bisnis sejenis dalam merancang strategi konten media sosial, penetapan harga, dan pengelolaan citra merek yang lebih efektif untuk meningkatkan niat beli konsumen. Kata kunci: social media marketing, perceived price, brand image, purchase intention, Generasi Z, KOPILOJIK. ***** This study aims to analyze the influence of social media marketing, perceived price, and brand image on purchase intention toward KOPILOJIK among Generation Z. This phenomenon emerges along with the rapid growth of digital marketing and social commerce, where platforms such as Instagram, TikTok, and other social media channels become the main tools for KOPILOJIK to build brand exposure, communicate promotional information, and shape price perceptions and brand image among young consumers. Generation Z as digital natives displays active and critical consumption behavior and is highly affected by social media experiences and their perception of the value offered by a brand. The research adopts a quantitative approach with a survey method. The population consists of Generation Z in Jakarta who are aware of KOPILOJIK and have either visited or made a purchase at KOPILOJIK, or follow KOPILOJIK’s social media accounts. The sampling technique used is purposive sampling with a minimum of 140 respondents. Data are collected through an online questionnaire using Google Forms, consisting of four research variables measured with a Likert scale. The data are analyzed using Structural Equation Modeling (SEM) based on Partial Least Squares (PLS) with the aid of SmartPLS 4 software, as this technique enables simultaneous testing of predictive relationships among latent constructs even when the data are not perfectly normally distributed. The findings are expected to show that social media marketing, perceived price, and brand image have a positive and significant effect on Generation Z’s purchase intention toward KOPILOJIK. This research is expected to provide theoretical contributions to the development of consumer behavior studies in the context of digital marketing for coffee shops, as well as practical contributions for KOPILOJIK’s management and similar businesses in designing more effective social media content strategies, pricing decisions, and brand image management to enhance consumers’ purchase intention. Keywords: social media marketing, perceived price, brand image, purchase intention, Generation Z, KOPILOJIK.

Item Type:	Thesis (Sarjana)
Additional Information:	1). Ryna Parlyna, Μ.Β.Α. ; 2). Inkreswari Retno Hardini, S.Kom., M.T.
Subjects:	Manajemen > Manajemen , Business Manajemen > Manajemen Sumber Daya Manusia Manajemen > Manajemen Pemasaran Manajemen > Perilaku Konsumen
Divisions:	FE > S1 Bisnis Digital
Depositing User:	Rafilino Rianda Sastrodiningrat .
Date Deposited:	25 Jun 2026 07:09
Last Modified:	25 Jun 2026 07:09
URI:	http://repository.unj.ac.id/id/eprint/65148

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