PENGARUH KONTEN BUATAN PENGGUNA TIKTOK DAN CITRA MEREK TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN GEN Z PADA MAKECENTS COFFEE SPACE, MEDAN
Keywords:
TikTok User-Generated Content; Brand Image; Purchase Decision; Generation Z; Coffee ShopAbstract
This study aims to examine the effect of TikTok User-Generated Content and Brand Image on the purchase decisions of Generation Z consumers at Makecents Coffee Space, Medan. The research employs a quantitative approach involving 100 respondents selected through accidental sampling based on the Lemeshow formula. Data were collected using a Likert-scale questionnaire and analyzed using multiple linear regression with the assistance of SPSS version 22. The results indicate that TikTok User-Generated Content and Brand Image have a positive and significant effect on purchasing decisions, both partially and simultaneously. The coefficient of determination of 0.879 indicates that the independent variables explain 87.9% of the variation in purchase decisions, while the remaining 12.1% is influenced by other factors not examined in this study.
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