Pengaruh Branding dan Citra Merek terhadap Keputusan Pembelian Mahasiswa Generasi Z Program Studi Manajemen Universitas Islam Kebangsaan Indonesia
DOI:
https://doi.org/10.31004/joecy.v5i2.313Keywords:
Branding, Citra Merek, Keputusan Pembelian, Generasi Z, MahasiswaAbstract
Penelitian ini bertujuan untuk menganalisis pengaruh branding dan citra merek terhadap keputusan pembelian mahasiswa generasi Z di Program Studi Manajemen Universitas Islam Kebangsaan Indonesia (UNIKI). Dengan menggunakan pendekatan kuantitatif, data dikumpulkan melalui survei kepada 100 mahasiswa yang merupakan konsumen aktif produk yang dipasarkan oleh berbagai merek. Analisis data dilakukan dengan metode regresi linier untuk menguji hubungan antara branding, citra merek, dan keputusan pembelian. Hasil penelitian menunjukkan bahwa branding dan citra merek memiliki pengaruh signifikan terhadap keputusan pembelian mahasiswa generasi Z. Penelitian ini memberikan wawasan bagi perusahaan untuk memahami pentingnya membangun citra merek yang kuat serta strategi branding yang tepat dalam menarik perhatian konsumen muda di era digital.
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