<> "The repository administrator has not yet configured an RDF license."^^ . <> . . . "PENGARUH PROGRAM MARKETING PUBLIC RELATION BRAND SOMETHINC TERHADAP PERILAKU PEMBELIAN KONSUMEN GENERASI Z\r\n(SURVEI PENELITIAN KEPADA GEN Z DI DAERAH KHUSUS JAKARTA BARAT)"^^ . "In the increasingly developing digital era, companies in the beauty sector,\r\nespecially for skincare and make-up products, one of which is a local brand in\r\nIndonesia, namely the Somethinc brand, have utilized a marketing strategy\r\nthrough the Marketing Public Relations approach which is used to increase\r\nproduct awareness and encourage purchasing decisions in consumer purchasing\r\nbehavior. This study aims to determine and explain the influence of the Something\r\nbrand marketing public relations program on the purchasing behavior of\r\ngeneration z consumers.\r\nThis research is based on the theory of Marketing Public Relations and\r\nPurchasing Behavior. In this study used the paradigm is a positivistic paradigm\r\nwith a quantitative method approach, where data is collected through a survey of\r\n154 Generation Z respondents as users of the Somethinc brand. Each variable has\r\na different dimension. Variable X is based on the dimensions of publication,\r\nevents, sponsorship, news, public service activities, and media identity. And\r\nVariable Y is based on the dimensions of Consumer Behavior, personal factors,\r\npsychological factors, cultural factors, and social factors. Which is then processed\r\nusing data analysis techniques using correlation tests, simple linear regression\r\ntests, hypothesis tests and determination coefficient tests.\r\nThe next for the results of this study indicate a significant influence on the\r\nSome brand Marketing Public Relations Program on the Consumer Purchasing\r\nBehavior of Generation Z. The results of this study based on the results of data\r\nanalysis show that the regression coefficient value of 0.790 indicates that the\r\nvariable Influence of the Marketing Public Relations Program (X) on Consumer\r\nPurchasing Behavior (Y). And the correlation coefficient value (R) of 0.854 to\r\ncalculate the coefficient of determination. The results of the determination\r\ncoefficient of this study are 0.729 or 72.9% and while 27.1% is influenced by other\r\nvariables.\r\nKeywords: Marketing Public Relations, Somethinc, Purchasing Behavior, Generation Z, Marketing Communication.\r\n\r\nDalam era digital yang semakin berkembang, perusahaan di bidang\r\nkecantikan khususnya untuk produk skincare dan make up, salah satunya pada\r\nbrand lokal di Indonesia yaitu pada brand Somethinc yang telah memanfaatkan\r\nstrategi pemasaran melalui pendekatan Marketing Public Relations yang mana\r\ndimanfaatkan untuk meningkatkan kesadaran akan produk, dan mendorong\r\nkeputusan pembelian dalam perilaku pembelian konsumen. Penelitian ini\r\nbertujuan untuk mengetahui dan menjelaskan pengaruh program marketing public\r\nrelations brand somethinc terhadap perilaku pembelian konsumen generasi z.\r\nPenelitian ini didasari oleh teori Marketing Public Relations dan Perilaku\r\nPembelian. Dalam penelitian ini menggunakan paradigma positivistik dengan\r\npendekatan metode kuantitatif, di mana data dikumpulkan melalui survey terhadap\r\n154 responden Generasi Z sebagai pengguna brand Somethinc. Masing – masing\r\nvariabel memiliki dimensi yang berbeda. Variabel X dilandasi dimensi publikasi,\r\nevent, sponsorship, berita, public service activities, dan identity media. Kemudian\r\nVariabel Y dilandasi dimensi Perilaku konsumen, faktor pribadi, faktor psikologis,\r\nfaktor budaya, dan faktor sosial. Yang kemudian diolah menggunakan teknik\r\nanalisa data dengan menggunakan uji korelasi, uji regresi linear sederhana, uji\r\nhipotesis dan uji koefisien determinasi.\r\nSelanjutnya hasil dari penelitian ini adanya Pengaruh secara signifikan pada\r\nProgram Marketing Public Relations brand Somethinc terhadap Perilaku\r\nPembelian Konsumen generasi Z. Hasil penelitian ini berdasarkan hasil analisis\r\ndata menunjukkan bahwa nilai koefisien regresi sebesar 0, 790 terindikasi bahwa\r\nvariabel Pengaruh Program Marketing Public Relations (X) terhadap Perilaku\r\nPembelian Konsumen (Y). Dan nilai koefisien korelasi (R) sebesar 0,854 untuk\r\nmenghitung koefisien determinasi. Hasil koefisien determinasi penelitian ini\r\nadalah 0,729 atau sebesar 72,9% dan sementara 27,1% dipengaruhi oleh variabel\r\nlain.\r\nKata Kunci: Marketing Public Relations, Somethinc, Perilaku Pembelian, Generasi Z, Komunikasi Pemasaran."^^ . "2025-07-04" . . . . . . . . . . "Universitas Mercu Buana Jakarta"^^ . . . "Biro Perpustakaan, Universitas Mercu Buana Jakarta"^^ . . . . . . . . . . "Riki"^^ . "Arswendi"^^ . "Riki Arswendi"^^ . . "MAYDA AZZAHRA"^^ . "HIDAYAT"^^ . "MAYDA AZZAHRA HIDAYAT"^^ . . . . . . "PENGARUH PROGRAM MARKETING PUBLIC RELATION BRAND SOMETHINC TERHADAP PERILAKU PEMBELIAN KONSUMEN GENERASI Z\r\n(SURVEI PENELITIAN KEPADA GEN Z DI DAERAH KHUSUS JAKARTA BARAT) (Text)"^^ . . . "01 COVER.pdf"^^ . . . "PENGARUH PROGRAM MARKETING PUBLIC RELATION BRAND SOMETHINC TERHADAP PERILAKU PEMBELIAN KONSUMEN GENERASI Z\r\n(SURVEI PENELITIAN KEPADA GEN Z DI DAERAH KHUSUS JAKARTA BARAT) (Text)"^^ . . . "PENGARUH PROGRAM MARKETING PUBLIC RELATION BRAND SOMETHINC TERHADAP PERILAKU PEMBELIAN KONSUMEN GENERASI Z\r\n(SURVEI PENELITIAN KEPADA GEN Z DI DAERAH KHUSUS JAKARTA BARAT) (Text)"^^ . . . "PENGARUH PROGRAM MARKETING PUBLIC RELATION BRAND SOMETHINC TERHADAP PERILAKU PEMBELIAN KONSUMEN GENERASI Z\r\n(SURVEI PENELITIAN KEPADA GEN Z DI DAERAH KHUSUS JAKARTA BARAT) (Text)"^^ . . . "PENGARUH PROGRAM MARKETING PUBLIC RELATION BRAND SOMETHINC TERHADAP PERILAKU PEMBELIAN KONSUMEN GENERASI Z\r\n(SURVEI PENELITIAN KEPADA GEN Z DI DAERAH KHUSUS JAKARTA BARAT) (Text)"^^ . . . "PENGARUH PROGRAM MARKETING PUBLIC RELATION BRAND SOMETHINC TERHADAP PERILAKU PEMBELIAN KONSUMEN GENERASI Z\r\n(SURVEI PENELITIAN KEPADA GEN Z DI DAERAH KHUSUS JAKARTA BARAT) (Text)"^^ . . . "PENGARUH PROGRAM MARKETING PUBLIC RELATION BRAND SOMETHINC TERHADAP PERILAKU PEMBELIAN KONSUMEN GENERASI Z\r\n(SURVEI PENELITIAN KEPADA GEN Z DI DAERAH KHUSUS JAKARTA BARAT) (Text)"^^ . . . "PENGARUH PROGRAM MARKETING PUBLIC RELATION BRAND SOMETHINC TERHADAP PERILAKU PEMBELIAN KONSUMEN GENERASI Z\r\n(SURVEI PENELITIAN KEPADA GEN Z DI DAERAH KHUSUS JAKARTA BARAT) (Text)"^^ . . . "PENGARUH PROGRAM MARKETING PUBLIC RELATION BRAND SOMETHINC TERHADAP PERILAKU PEMBELIAN KONSUMEN GENERASI Z\r\n(SURVEI PENELITIAN KEPADA GEN Z DI DAERAH KHUSUS JAKARTA BARAT) (Other)"^^ . . . . . . "indexcodes.txt"^^ . . . "PENGARUH PROGRAM MARKETING PUBLIC RELATION BRAND SOMETHINC TERHADAP PERILAKU PEMBELIAN KONSUMEN GENERASI Z\r\n(SURVEI PENELITIAN KEPADA GEN Z DI DAERAH KHUSUS JAKARTA BARAT) (Other)"^^ . . . . . . "PENGARUH PROGRAM MARKETING PUBLIC RELATION BRAND SOMETHINC TERHADAP PERILAKU PEMBELIAN KONSUMEN GENERASI Z\r\n(SURVEI PENELITIAN KEPADA GEN Z DI DAERAH KHUSUS JAKARTA BARAT) (Other)"^^ . . . . . . "PENGARUH PROGRAM MARKETING PUBLIC RELATION BRAND SOMETHINC TERHADAP PERILAKU PEMBELIAN KONSUMEN GENERASI Z\r\n(SURVEI PENELITIAN KEPADA GEN Z DI DAERAH KHUSUS JAKARTA BARAT) (Other)"^^ . . . . . . "PENGARUH PROGRAM MARKETING PUBLIC RELATION BRAND SOMETHINC TERHADAP PERILAKU PEMBELIAN KONSUMEN GENERASI Z\r\n(SURVEI PENELITIAN KEPADA GEN Z DI DAERAH KHUSUS JAKARTA BARAT) (Other)"^^ . . . . . . "PENGARUH PROGRAM MARKETING PUBLIC RELATION BRAND SOMETHINC TERHADAP PERILAKU PEMBELIAN KONSUMEN GENERASI Z\r\n(SURVEI PENELITIAN KEPADA GEN Z DI DAERAH KHUSUS JAKARTA BARAT) (Other)"^^ . . . . . . "PENGARUH PROGRAM MARKETING PUBLIC RELATION BRAND SOMETHINC TERHADAP PERILAKU PEMBELIAN KONSUMEN GENERASI Z\r\n(SURVEI PENELITIAN KEPADA GEN Z DI DAERAH KHUSUS JAKARTA BARAT) (Other)"^^ . . . . . . "PENGARUH PROGRAM MARKETING PUBLIC RELATION BRAND SOMETHINC TERHADAP PERILAKU PEMBELIAN KONSUMEN GENERASI Z\r\n(SURVEI PENELITIAN KEPADA GEN Z DI DAERAH KHUSUS JAKARTA BARAT) (Other)"^^ . . . . . . "PENGARUH PROGRAM MARKETING PUBLIC RELATION BRAND SOMETHINC TERHADAP PERILAKU PEMBELIAN KONSUMEN GENERASI Z\r\n(SURVEI PENELITIAN KEPADA GEN Z DI DAERAH KHUSUS JAKARTA BARAT) (Other)"^^ . . . . . . "PENGARUH PROGRAM MARKETING PUBLIC RELATION BRAND SOMETHINC TERHADAP PERILAKU PEMBELIAN KONSUMEN GENERASI Z\r\n(SURVEI PENELITIAN KEPADA GEN Z DI DAERAH KHUSUS JAKARTA BARAT) (Other)"^^ . . . . . . "PENGARUH PROGRAM MARKETING PUBLIC RELATION BRAND SOMETHINC TERHADAP PERILAKU PEMBELIAN KONSUMEN GENERASI Z\r\n(SURVEI PENELITIAN KEPADA GEN Z DI DAERAH KHUSUS JAKARTA BARAT) (Other)"^^ . . . . . . "PENGARUH PROGRAM MARKETING PUBLIC RELATION BRAND SOMETHINC TERHADAP PERILAKU PEMBELIAN KONSUMEN GENERASI Z\r\n(SURVEI PENELITIAN KEPADA GEN Z DI DAERAH KHUSUS JAKARTA BARAT) (Other)"^^ . . . . . . "PENGARUH PROGRAM MARKETING PUBLIC RELATION BRAND SOMETHINC TERHADAP PERILAKU PEMBELIAN KONSUMEN GENERASI Z\r\n(SURVEI PENELITIAN KEPADA GEN Z DI DAERAH KHUSUS JAKARTA BARAT) (Other)"^^ . . . . . . "PENGARUH PROGRAM MARKETING PUBLIC RELATION BRAND SOMETHINC TERHADAP PERILAKU PEMBELIAN KONSUMEN GENERASI Z\r\n(SURVEI PENELITIAN KEPADA GEN Z DI DAERAH KHUSUS JAKARTA BARAT) (Other)"^^ . . . . . . "PENGARUH PROGRAM MARKETING PUBLIC RELATION BRAND SOMETHINC TERHADAP PERILAKU PEMBELIAN KONSUMEN GENERASI Z\r\n(SURVEI PENELITIAN KEPADA GEN Z DI DAERAH KHUSUS JAKARTA BARAT) (Other)"^^ . . . . . . "PENGARUH PROGRAM MARKETING PUBLIC RELATION BRAND SOMETHINC TERHADAP PERILAKU PEMBELIAN KONSUMEN GENERASI Z\r\n(SURVEI PENELITIAN KEPADA GEN Z DI DAERAH KHUSUS JAKARTA BARAT) (Other)"^^ . . . . . . "PENGARUH PROGRAM MARKETING PUBLIC RELATION BRAND SOMETHINC TERHADAP PERILAKU PEMBELIAN KONSUMEN GENERASI Z\r\n(SURVEI PENELITIAN KEPADA GEN Z DI DAERAH KHUSUS JAKARTA BARAT) (Other)"^^ . . . . . . "PENGARUH PROGRAM MARKETING PUBLIC RELATION BRAND SOMETHINC TERHADAP PERILAKU PEMBELIAN KONSUMEN GENERASI Z\r\n(SURVEI PENELITIAN KEPADA GEN Z DI DAERAH KHUSUS JAKARTA BARAT) (Other)"^^ . . . . . . "PENGARUH PROGRAM MARKETING PUBLIC RELATION BRAND SOMETHINC TERHADAP PERILAKU PEMBELIAN KONSUMEN GENERASI Z\r\n(SURVEI PENELITIAN KEPADA GEN Z DI DAERAH KHUSUS JAKARTA BARAT) (Other)"^^ . . . . . . "PENGARUH PROGRAM MARKETING PUBLIC RELATION BRAND SOMETHINC TERHADAP PERILAKU PEMBELIAN KONSUMEN GENERASI Z\r\n(SURVEI PENELITIAN KEPADA GEN Z DI DAERAH KHUSUS JAKARTA BARAT) (Other)"^^ . . . . . . "PENGARUH PROGRAM MARKETING PUBLIC RELATION BRAND SOMETHINC TERHADAP PERILAKU PEMBELIAN KONSUMEN GENERASI Z\r\n(SURVEI PENELITIAN KEPADA GEN Z DI DAERAH KHUSUS JAKARTA BARAT) (Other)"^^ . . . . . . "PENGARUH PROGRAM MARKETING PUBLIC RELATION BRAND SOMETHINC TERHADAP PERILAKU PEMBELIAN KONSUMEN GENERASI Z\r\n(SURVEI PENELITIAN KEPADA GEN Z DI DAERAH KHUSUS JAKARTA BARAT) (Other)"^^ . . . . . . "PENGARUH PROGRAM MARKETING PUBLIC RELATION BRAND SOMETHINC TERHADAP PERILAKU PEMBELIAN KONSUMEN GENERASI Z\r\n(SURVEI PENELITIAN KEPADA GEN Z DI DAERAH KHUSUS JAKARTA BARAT) (Other)"^^ . . . . . . "PENGARUH PROGRAM MARKETING PUBLIC RELATION BRAND SOMETHINC TERHADAP PERILAKU PEMBELIAN KONSUMEN GENERASI Z\r\n(SURVEI PENELITIAN KEPADA GEN Z DI DAERAH KHUSUS JAKARTA BARAT) (Other)"^^ . . . . . . "PENGARUH PROGRAM MARKETING PUBLIC RELATION BRAND SOMETHINC TERHADAP PERILAKU PEMBELIAN KONSUMEN GENERASI Z\r\n(SURVEI PENELITIAN KEPADA GEN Z DI DAERAH KHUSUS JAKARTA BARAT) (Other)"^^ . . . . . . "PENGARUH PROGRAM MARKETING PUBLIC RELATION BRAND SOMETHINC TERHADAP PERILAKU PEMBELIAN KONSUMEN GENERASI Z\r\n(SURVEI PENELITIAN KEPADA GEN Z DI DAERAH KHUSUS JAKARTA BARAT) (Other)"^^ . . . . . . "PENGARUH PROGRAM MARKETING PUBLIC RELATION BRAND SOMETHINC TERHADAP PERILAKU PEMBELIAN KONSUMEN GENERASI Z\r\n(SURVEI PENELITIAN KEPADA GEN Z DI DAERAH KHUSUS JAKARTA BARAT) (Other)"^^ . . . . . . "PENGARUH PROGRAM MARKETING PUBLIC RELATION BRAND SOMETHINC TERHADAP PERILAKU PEMBELIAN KONSUMEN GENERASI Z\r\n(SURVEI PENELITIAN KEPADA GEN Z DI DAERAH KHUSUS JAKARTA BARAT) (Other)"^^ . . . . . . "PENGARUH PROGRAM MARKETING PUBLIC RELATION BRAND SOMETHINC TERHADAP PERILAKU PEMBELIAN KONSUMEN GENERASI Z\r\n(SURVEI PENELITIAN KEPADA GEN Z DI DAERAH KHUSUS JAKARTA BARAT) (Other)"^^ . . . . . . "PENGARUH PROGRAM MARKETING PUBLIC RELATION BRAND SOMETHINC TERHADAP PERILAKU PEMBELIAN KONSUMEN GENERASI Z\r\n(SURVEI PENELITIAN KEPADA GEN Z DI DAERAH KHUSUS JAKARTA BARAT) (Other)"^^ . . . . . . "PENGARUH PROGRAM MARKETING PUBLIC RELATION BRAND SOMETHINC TERHADAP PERILAKU PEMBELIAN KONSUMEN GENERASI Z\r\n(SURVEI PENELITIAN KEPADA GEN Z DI DAERAH KHUSUS JAKARTA BARAT) (Other)"^^ . . . . . . "PENGARUH PROGRAM MARKETING PUBLIC RELATION BRAND SOMETHINC TERHADAP PERILAKU PEMBELIAN KONSUMEN GENERASI Z\r\n(SURVEI PENELITIAN KEPADA GEN Z DI DAERAH KHUSUS JAKARTA BARAT) (Other)"^^ . . . . . . "PENGARUH PROGRAM MARKETING PUBLIC RELATION BRAND SOMETHINC TERHADAP PERILAKU PEMBELIAN KONSUMEN GENERASI Z\r\n(SURVEI PENELITIAN KEPADA GEN Z DI DAERAH KHUSUS JAKARTA BARAT) (Other)"^^ . . . . . . "PENGARUH PROGRAM MARKETING PUBLIC RELATION BRAND SOMETHINC TERHADAP PERILAKU PEMBELIAN KONSUMEN GENERASI Z\r\n(SURVEI PENELITIAN KEPADA GEN Z DI DAERAH KHUSUS JAKARTA BARAT) (Other)"^^ . . . . . . "PENGARUH PROGRAM MARKETING PUBLIC RELATION BRAND SOMETHINC TERHADAP PERILAKU PEMBELIAN KONSUMEN GENERASI Z\r\n(SURVEI PENELITIAN KEPADA GEN Z DI DAERAH KHUSUS JAKARTA BARAT) (Other)"^^ . . . . . . "PENGARUH PROGRAM MARKETING PUBLIC RELATION BRAND SOMETHINC TERHADAP PERILAKU PEMBELIAN KONSUMEN GENERASI Z\r\n(SURVEI PENELITIAN KEPADA GEN Z DI DAERAH KHUSUS JAKARTA BARAT) (Other)"^^ . . . . . . "PENGARUH PROGRAM MARKETING PUBLIC RELATION BRAND SOMETHINC TERHADAP PERILAKU PEMBELIAN KONSUMEN GENERASI Z\r\n(SURVEI PENELITIAN KEPADA GEN Z DI DAERAH KHUSUS JAKARTA BARAT) (Other)"^^ . . . . . . "lightbox.jpg"^^ . . . "PENGARUH PROGRAM MARKETING PUBLIC RELATION BRAND SOMETHINC TERHADAP PERILAKU PEMBELIAN KONSUMEN GENERASI Z\r\n(SURVEI PENELITIAN KEPADA GEN Z DI DAERAH KHUSUS JAKARTA BARAT) (Other)"^^ . . . . . . "preview.jpg"^^ . . . "PENGARUH PROGRAM MARKETING PUBLIC RELATION BRAND SOMETHINC TERHADAP PERILAKU PEMBELIAN KONSUMEN GENERASI Z\r\n(SURVEI PENELITIAN KEPADA GEN Z DI DAERAH KHUSUS JAKARTA BARAT) (Other)"^^ . . . . . . "medium.jpg"^^ . . . "PENGARUH PROGRAM MARKETING PUBLIC RELATION BRAND SOMETHINC TERHADAP PERILAKU PEMBELIAN KONSUMEN GENERASI Z\r\n(SURVEI PENELITIAN KEPADA GEN Z DI DAERAH KHUSUS JAKARTA BARAT) (Other)"^^ . . . . . . "small.jpg"^^ . . "HTML Summary of #96128 \n\nPENGARUH PROGRAM MARKETING PUBLIC RELATION BRAND SOMETHINC TERHADAP PERILAKU PEMBELIAN KONSUMEN GENERASI Z \n(SURVEI PENELITIAN KEPADA GEN Z DI DAERAH KHUSUS JAKARTA BARAT)\n\n" . "text/html" . . . "006.754 Online Social Network/Situs Jejaring Sosial, Sosial Media"@en . . . "381.1 Retail Trade/Perdagangan Ritail, Pasar"@en . . . "650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan"@en . . . "658.8 Marketing, Management of Distribution/Marketing, Manajemen Distribusi"@en . .