Oetman, Muzi Arbico (2024) The influence of electronic word of mouth, brand image, and product knowledge on generation z’s purchase intention at uniqlo sun plaza Medan. Bachelor thesis, Universitas Pelita Harapan.
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Abstract
The fashion industry's evolution, fueled by technology and social media, has
empowered Gen Z consumers to shape brand perceptions profoundly. Uniqlo's
strategic initiatives, such as its "Green Sustainability Mode," underscore the
importance of aligning with Gen Z's values, especially in urban hubs like Medan,
North Sumatra. This study investigates how electronic word-of-mouth, brand
image, and product knowledge influence Gen Z's purchase intentions towards
Uniqlo at Sun Plaza Medan, offering crucial insights for fashion marketers in
Indonesia's fast-fashion sector.
This study employed an electronic questionnaire, Google Form, to collect
data from 200 potential buyers of Uniqlo Medan's. This study uses Statistical
Package for the Social Sciences (SPSS). Existing research results underscore that
eWOM significantly influences purchase intention (t-statistic 8.864, p-value
0.010), contributing 53.9% of the variance, while product knowledge emerges as
the strongest predictor (t-statistic 13.668, p-value 0.000). Conversely, brand
imageshows a weaker impact, with no statistical significance (t-statistic 0.404, pvalue 0.192), suggesting other factors play a larger role in driving purchase
intention.
Recommendations include boosting eWOM through referral programs that
reward customers for sharing experiences, addressing the neutral sharing score
(mean 3.21). For product knowledge, targeted campaigns highlighting pricing tiers
and quality assurance can address gaps in price clarity (mean 3.71) and perceived
quality (mean 3.30). Efforts to strengthen brand image should emphasize quality
control processes and leverage trusted influencers, ensuring alignment with Gen Z’s
preferences and bolstering trust in Uniqlo’s offerings. These strategies aim to
maximize purchase intention and enhance Uniqlo's appeal to Gen Z consumers./ Industri fashion terus berkembang pesat berkat teknologi dan media sosial,
memungkinkan Gen Z untuk memainkan peran besar dalam membentuk persepsi
merek. Inisiatif strategis Uniqlo, seperti "Green Sustainability Mode,"
menunjukkan pentingnya menyelaraskan nilai-nilai dengan Generasi Z, khususnya
di kota besar seperti Medan, Sumatera Utara. Penelitian ini mengkaji bagaimana
electronic word-of-mouth (eWOM), citra merek, dan pengetahuan produk
memengaruhi niat beli Gen Z terhadap Uniqlo di Sun Plaza Medan, memberikan
wawasan berharga bagi pemasar fashion di Indonesia.
Studi ini menggunakan kuesioner elektronik melalui Google Form untuk
mengumpulkan data dari 200 responden calon pembeli Uniqlo Medan. Hasilnya
menunjukkan bahwa eWOM memiliki dampak signifikan terhadap niat beli (tstatistik 8,864, p-value 0,010) dan berkontribusi sebesar 53,9% terhadap varians,
sementara pengetahuan produk menjadi faktor terkuat (t-statistik 13,668, p-value
0,000). Sebaliknya, citra merek memiliki pengaruh yang lebih lemah dan tidak
signifikan secara statistik (t-statistik 0,404, p-value 0,192), mengindikasikan
adanya faktor lain yang lebih dominan dalam memengaruhi niat beli.
Rekomendasi mencakup meningkatkan eWOM melalui program rujukan
yang memberikan insentif kepada pelanggan untuk berbagi pengalaman, serta
kampanye yang menyoroti transparansi harga dan jaminan kualitas guna
memperkuat pengetahuan produk. Upaya untuk memperkuat citra merek dapat
dilakukan dengan menonjolkan kontrol kualitas dan melibatkan influencer
terpercaya. Strategi ini bertujuan untuk memaksimalkan niat beli dan memperkuat
daya tarik Uniqlo di kalangan konsumen Generasi Z.
Item Type: | Thesis (Bachelor) |
---|---|
Creators: | Creators NIM Email ORCID Oetman, Muzi Arbico NIM03011180003 muziarbico123@gmail.com UNSPECIFIED |
Contributors: | Contribution Contributors NIDN/NIDK Email Thesis advisor Alimin, Erina NIDN0103097202 erina.alimin@uph.edu |
Uncontrolled Keywords: | Electronic word of mouth; citra merek; pengetahuan produk; minat pembelian |
Subjects: | H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management |
Divisions: | University Subject > Current > Faculty/School - UPH Medan > Business School > Management Current > Faculty/School - UPH Medan > Business School > Management |
Depositing User: | Muzi Arbico Oetman |
Date Deposited: | 25 Apr 2025 01:35 |
Last Modified: | 25 Apr 2025 01:35 |
URI: | http://repository.uph.edu/id/eprint/68154 |