HIDAYAT, MAYDA AZZAHRA (2025) PENGARUH PROGRAM MARKETING PUBLIC RELATION BRAND SOMETHINC TERHADAP PERILAKU PEMBELIAN KONSUMEN GENERASI Z (SURVEI PENELITIAN KEPADA GEN Z DI DAERAH KHUSUS JAKARTA BARAT). S1 thesis, Universitas Mercu Buana Jakarta.
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Abstract
In the increasingly developing digital era, companies in the beauty sector, especially for skincare and make-up products, one of which is a local brand in Indonesia, namely the Somethinc brand, have utilized a marketing strategy through the Marketing Public Relations approach which is used to increase product awareness and encourage purchasing decisions in consumer purchasing behavior. This study aims to determine and explain the influence of the Something brand marketing public relations program on the purchasing behavior of generation z consumers. This research is based on the theory of Marketing Public Relations and Purchasing Behavior. In this study used the paradigm is a positivistic paradigm with a quantitative method approach, where data is collected through a survey of 154 Generation Z respondents as users of the Somethinc brand. Each variable has a different dimension. Variable X is based on the dimensions of publication, events, sponsorship, news, public service activities, and media identity. And Variable Y is based on the dimensions of Consumer Behavior, personal factors, psychological factors, cultural factors, and social factors. Which is then processed using data analysis techniques using correlation tests, simple linear regression tests, hypothesis tests and determination coefficient tests. The next for the results of this study indicate a significant influence on the Some brand Marketing Public Relations Program on the Consumer Purchasing Behavior of Generation Z. The results of this study based on the results of data analysis show that the regression coefficient value of 0.790 indicates that the variable Influence of the Marketing Public Relations Program (X) on Consumer Purchasing Behavior (Y). And the correlation coefficient value (R) of 0.854 to calculate the coefficient of determination. The results of the determination coefficient of this study are 0.729 or 72.9% and while 27.1% is influenced by other variables. Keywords: Marketing Public Relations, Somethinc, Purchasing Behavior, Generation Z, Marketing Communication. Dalam era digital yang semakin berkembang, perusahaan di bidang kecantikan khususnya untuk produk skincare dan make up, salah satunya pada brand lokal di Indonesia yaitu pada brand Somethinc yang telah memanfaatkan strategi pemasaran melalui pendekatan Marketing Public Relations yang mana dimanfaatkan untuk meningkatkan kesadaran akan produk, dan mendorong keputusan pembelian dalam perilaku pembelian konsumen. Penelitian ini bertujuan untuk mengetahui dan menjelaskan pengaruh program marketing public relations brand somethinc terhadap perilaku pembelian konsumen generasi z. Penelitian ini didasari oleh teori Marketing Public Relations dan Perilaku Pembelian. Dalam penelitian ini menggunakan paradigma positivistik dengan pendekatan metode kuantitatif, di mana data dikumpulkan melalui survey terhadap 154 responden Generasi Z sebagai pengguna brand Somethinc. Masing – masing variabel memiliki dimensi yang berbeda. Variabel X dilandasi dimensi publikasi, event, sponsorship, berita, public service activities, dan identity media. Kemudian Variabel Y dilandasi dimensi Perilaku konsumen, faktor pribadi, faktor psikologis, faktor budaya, dan faktor sosial. Yang kemudian diolah menggunakan teknik analisa data dengan menggunakan uji korelasi, uji regresi linear sederhana, uji hipotesis dan uji koefisien determinasi. Selanjutnya hasil dari penelitian ini adanya Pengaruh secara signifikan pada Program Marketing Public Relations brand Somethinc terhadap Perilaku Pembelian Konsumen generasi Z. Hasil penelitian ini berdasarkan hasil analisis data menunjukkan bahwa nilai koefisien regresi sebesar 0, 790 terindikasi bahwa variabel Pengaruh Program Marketing Public Relations (X) terhadap Perilaku Pembelian Konsumen (Y). Dan nilai koefisien korelasi (R) sebesar 0,854 untuk menghitung koefisien determinasi. Hasil koefisien determinasi penelitian ini adalah 0,729 atau sebesar 72,9% dan sementara 27,1% dipengaruhi oleh variabel lain. Kata Kunci: Marketing Public Relations, Somethinc, Perilaku Pembelian, Generasi Z, Komunikasi Pemasaran.
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