Analysis of the Influence of Brand Image and Online Promotion on the Purchase Decision of Kopi Kenangan Products by Generation Z at Kopi Kenangan Sulawesi Surabaya

Authors

  • Akmal Nugraha Ramadhan Universitas Pembangunan Nasional "Veteran" Jawa Timur
  • Taufik Setyadi Universitas Pembangunan Nasional "Veteran" Jawa Timur
  • Noor Rizkiyah Universitas Pembangunan Nasional "Veteran" Jawa Timur

DOI:

https://doi.org/10.26418/jsea.v14i1.94674

Keywords:

Brand Image, Online Promotion, Generation Z, Purchase Decision, Kopi Kenangan

Abstract

This study investigates the impact of brand image and online promotion on the purchasing decisions of Generation Z consumers at the Kopi Kenangan branch located in Sulawesi, Surabaya. Utilizing a quantitative research approach, data were collected from 100 respondents aged 20"“27 years through purposive sampling. The data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) with the assistance of WarpPLS 7.0 software. The findings reveal that both brand image and online promotion exert a significant and positive influence on consumer purchase decisions. Online promotion demonstrates a greater effect, underscoring its relevance in engaging digitally active consumers. These results imply the necessity for firms to enhance digital marketing strategies and cultivate a strong brand image to effectively influence Generation Z's purchasing behavior.

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Published

2025-07-01

Issue

Vol. 14 No. 1 (2025): June

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Articles

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Copyright (c) 2025 Akmal Nugraha Ramadhan

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