PENGARUH BRAND AMBASSADOR, ELECTRONIC WORD OF MOUTH, DAN PRODUCT QUALITY TERHADAP PURCHASE DECISION AIR MINERAL KEMASAN MEREK LE MINERALE PADA GENERASI Z DI JAKARTA.

ZULFA ALRAFI, . (2026) PENGARUH BRAND AMBASSADOR, ELECTRONIC WORD OF MOUTH, DAN PRODUCT QUALITY TERHADAP PURCHASE DECISION AIR MINERAL KEMASAN MEREK LE MINERALE PADA GENERASI Z DI JAKARTA. Sarjana thesis, UNIVERSITAS NEGERI JAKARTA.

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Abstract

Penelitian ini bertujuan untuk menganalisis pengaruh Brand Ambassador, Electronic Word of Mouth (e-WOM), dan Product Quality terhadap Purchase Decision air mineral kemasan merek Le Minerale pada Generasi Z di Jakarta. Pendekatan kuantitatif digunakan dengan menyebarkan kuesioner secara daring kepada 170 responden Generasi Z yang dipilih melalui teknik purposive sampling. Data dianalisis menggunakan regresi linear berganda dengan bantuan IBM SPSS Statistics. Hasil penelitian menunjukkan bahwa Brand Ambassador, e-WOM, dan Product Quality masing-masing berpengaruh positif dan signifikan terhadap Purchase Decision, dengan kontribusi gabungan sebesar 51,0%. Brand Ambassador (Beta = 0,410) merupakan prediktor paling dominan, diikuti oleh Product Quality (Beta = 0,303) dan e-WOM (Beta = 0,188). Temuan ini dijelaskan melalui kerangka Elaboration Likelihood Model (ELM), di mana Brand Ambassador berfungsi sebagai peripheral cue, sedangkan e-WOM dan Product Quality diproses melalui central route. Penelitian ini memberikan kontribusi empiris terhadap pemahaman perilaku konsumen Generasi Z pada produk Fast Moving Consumer Goods (FMCG) serta implikasi strategis bagi Le Minerale dalam mengoptimalkan strategi pemasaran berbasis figur publik, ulasan digital, dan kualitas produk. ***** This study aims to analyze the influence of Brand Ambassador, Electronic Word of Mouth (e-WOM), and Product Quality on the Purchase Decision of Le Minerale bottled mineral water among Generation Z in Jakarta. A quantitative approach was employed by distributing online questionnaires to 170 Generation Z respondents selected through purposive sampling. Data were analyzed using multiple linear regression with IBM SPSS Statistics. The results indicate that Brand Ambassador, e-WOM, and Product Quality each have a positive and significant effect on Purchase Decision, with a combined contribution of 51.0%. Brand Ambassador (Beta = 0.410) is the most dominant predictor, followed by Product Quality (Beta = 0.303) and e-WOM (Beta = 0.188). These findings are explained through the Elaboration Likelihood Model (ELM) framework, in which Brand Ambassador functions as a peripheral cue, while e-WOM and Product Quality are processed through the central route. This study contributes empirically to the understanding of Generation Z consumer behavior in Fast Moving Consumer Goods (FMCG) products and offers strategic implications for Le Minerale in optimizing marketing strategies based on public figures, digital reviews, and Product Quality.

Item Type:	Thesis (Sarjana)
Additional Information:	1). Nadya Fadillah Fidhyallah, M.Pd.; 2). Sefrimel Angriani ZN, S.E., M.Sc.
Subjects:	Manajemen > Manajemen Pemasaran
Divisions:	FE > S1 Pendidikan Bisnis
Depositing User:	Zulfa Alrafi .
Date Deposited:	14 Aug 2026 01:48
Last Modified:	14 Aug 2026 01:48
URI:	http://repository.unj.ac.id/id/eprint/70999

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