KSRIPSI: Analisis Pengaruh Kualitas Produk, Harga, dan Citra Merek dengan Media Sosial sebagai Variabel Moderasi terhadap Keputusan Pembelian Produk Shopatcloth pada Generasi Z

AZIZAH, Wafiqa (2025) KSRIPSI: Analisis Pengaruh Kualitas Produk, Harga, dan Citra Merek dengan Media Sosial sebagai Variabel Moderasi terhadap Keputusan Pembelian Produk Shopatcloth pada Generasi Z. Masters thesis, STIM YKPN Yogyakarta.

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Abstract

This research aims to examine the influence of product quality, price, and brand image on Generation Z's purchasing decisions for Shopatcloth products with social media as a moderating variable. This research employs a quantitative research approach. The population in this study consists of Generation Z followers social media Shopatcloth. The sampling technique used was non-probability sampling with purposive sampling method. The sample size consisted of 152 respondents who are Shopatcloth consumers aged 12-27 years. Data was collected through online questionnaires distributed via social media. Data analysis was performed using PLS-SEM method with SmartPLS v.3.0 software. The results show that product quality and price each have a positive and significant effect on purchasing decisions, but brand image does not significantly influence purchasing decisions. Social media positively and significantly moderates the relationship between product quality and brand image on purchasing decisions, but is not significant in the relationship between price and purchasing decisions. Of the six hypotheses proposed, four hypotheses were accepted, while two hypotheses - the influence of brand image on purchasing decisions and the influence of price on purchasing decisions moderated by social media - were rejected.

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