SAFIRA, DESMI (2026) PENGARUH USER-GENERATED CONTENT, STRATEGI PEMASARAN DIGITAL DAN VISUALISASI PRODUK TERHADAP KEPUTUSAN PEMBELIAN (Studi Pada Konsumen Generasi Z di Ecaps Coffee Kemang). S1 thesis, Universitas Mercu Buana Jakarta.
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Abstract
This study aims to analyze the influence of User-Generated Content (UGC), digital marketing strategies, and product visualization on social media on the purchasing decisions of Generation Z consumers at Ecaps Coffee Kemang. The urgency of this research is based on the growing dominance of Gen Z as a primary market in the F&B sector, especially in digitally connected urban environments. This generation tends to be highly responsive to visual content and peer-generated recommendations on social media. The research adopts a quantitative approach with a causal explanatory design. The population in this study consists of active followers of the Instagram account @ecaps.jkt. The sampling technique used is purposive sampling, with criteria including ages 18–27 and active social media usage, resulting in a total sample of 100 respondents. Data was collected through an online questionnaire. The data analysis method employed is Partial Least Squares Structural Equation Modeling (PLS-SEM). The research results indicate that User-Generated Content, Digital Marketing Strategy, and Product Visualization each have a positive and significant influence on the purchase decisions of Ecaps Coffee Kemang consumers. Keywords: User-Generated Content, Digital Strategy, Product Visualization, Purchase Decision, Generation Z. Penelitian ini bertujuan untuk menganalisis pengaruh User-Generated Content (UGC), strategi pemasaran digital, dan visualisasi produk terhadap keputusan pembelian konsumen Generasi Z pada Ecaps Coffee Kemang. Urgensi penelitian ini didasarkan pada meningkatnya dominasi Gen Z sebagai pasar utama di sektor F&B, khususnya dalam lingkungan urban yang sangat terhubung secara digital. Generasi ini cenderung responsif terhadap konten visual dan rekomendasi yang bersumber dari sesama pengguna media sosial. Penelitian ini menggunakan pendekatan kuantitatif dengan desain eksplanatori kausal. Populasi dalam penelitian ini merupakan pengikut aktif akun Instagram @ecaps.jkt. Teknik pengambilan sampel menggunakan purposive sampling dengan kriteria usia 18–27 tahun dan aktif menggunakan media sosial, dengan jumlah sampel sebanyak 100 responden. Pengumpulan data dilakukan melalui kuesioner online. Metode analisis data yang digunakan adalah Partial Least Squares Structural Equation Modeling (PLS-SEM). Hasil penelitian menunjukkan bahwa User Generated Content, Strategi Pemasaran digital, dan Visualisasi Produk masing-masing berpengaruh positif dan signifikan terhadap keputusan pembelian Konsumen Ecaps Cofee Kemang. Kata Kunci: User-Generated Content, Strategi Digital, Visualisasi Produk, Keputusan Pembelian, Generasi Z.
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