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SKRIPSI/JUR.ADB.PS.MANAJEMEN PERMASARAN 016 FIT a 2024
SKRIPSI/JUR.ADB.PS.MANAJEMEN PERMASARAN 017 VIN i2024
SKRIPSI/JUR.ADB.PS.MANAJEMEN PERMASARAN 018 WID p 2024
ABSTRACT This research was conducted based on the phenomenon of the success of MIXUE Ice Cream & Tea business management in exploring various Indonesian market points, one of which is in Samarinda. The success was obtained, inseparable from the social and cultural phenomena in Indonesia which are starting to change now. The dominance of the Z-generation with its characteristics that are quite different from previous generations provides many perspectives to uncover the truth. Thus, this study tries to bring together various causes in one study frame to analyze and prove the impact of social influence, country of origin image, consumer ethnocentrism, and consumer animosity on product judgment, purchase intention, and purchase decisions of Z-generation MIXUE Ice Cream & Tea consumers in Samarinda. This study uses a survey method with a sample size of 180 Z-generation MIXUE Ice Cream & Tea consumers spread across Samarinda randomly obtained by accidental purposive random sampling technique. The data collected from respondents (primary data) was tabulated and tested using statistical methods which were then analyzed. Based on the results of the instrument test using SPSS software, all statements in this research are valid (coefficient value> 0.30) and reliable (cronbach alpha value > 0.60). For the research results conducted with the analysis tool SEM (structural equation modelling) AMOS version 23 shows that social influence and country of origin image have a positive and significant impact on product judgement. Furthermore, consumer ethnocentrism and consumer animosity have a negative and significant impact on purchase intention. Then, social influence and product judgment have a positive and significant impact on purchase intention. Finally, social influence, product judgment, and purchase intention have a positive and significant impact on purchase decision of Z-generation MIXUE Ice Cream & Tea consumers in Samarinda. Keywords: Social Influence, Country of Origin Image, Consumer Ethnocentrism, Consumer Animosity, Product Judgment, Purchase Intention, Purchase Decision, Z- generation Consumer Behavior.;  WIDYA PUTRI SAMGUSTIA SARI
SKRIPSI/JUR.ADB.PS.MANAJEMEN PERMASARAN 019 GIN p 2024
SKRIPSI/JUR.ADB.PS.MANAJEMEN PERMASARAN 020 IND a 2024
SKRIPSI/JUR.ADB.PS.MANAJEMEN PERMASARAN 021 TIT p 2024
SKRIPSI/JUR.ADB.PS.MANAJEMEN PERMASARAN 022 HAN p 2024
SKRIPSI/JUR.ADB.PS.MANAJEMEN PERMASARAN 023 yes a 2024
SKRIPSI/JUR.ADB.PS.MANAJEMEN PERMASARAN 024 FIT a 2024
SKRIPSI/JUR.ADB.PS.MANAJEMEN PERMASARAN 025 EVA a 2024
SKRIPSI/JUR.ADB.PS.MANAJEMEN PERMASARAN 026 BES a 2024
SKRIPSI/JUR.ADB.PS.MANAJEMEN PERMASARAN 027 ZAK i 2024
TESIS ADMINISTRASI BISNIS/001 FAJ a 2024
TESIS ADMINISTRASI BISNIS/002 RIF a 2024
TESIS ADMINISTRASI BISNIS/002 RIF a 2024