Pengaruh Kepercayaan Merek, Persepsi Kualitas, dan Promosi Terhadap Keptusan Pembelian Serta Dampaknya Pada Kepuasan Konsumen di Kalangan Gen-Z  (Studi Pada Digital Out of Home Advertising Mobile Led)

Muhammad Dhafin Syah; Osly Usman; Nofriska Krissanya

doi:10.35870/ljit.v2i2b.2885

Published: 2024-07-12

Pengaruh Kepercayaan Merek, Persepsi Kualitas, dan Promosi Terhadap Keptusan Pembelian Serta Dampaknya Pada Kepuasan Konsumen di Kalangan Gen-Z (Studi Pada Digital Out of Home Advertising Mobile Led)

DOI: 10.35870/ljit.v2i2b.2885

Muhammad Dhafin Syah, Osly Usman, Nofriska Krissanya

Affiliation Details

Muhammad Dhafin Syah: State University of Jakarta
Osly Usman: State University of Jakarta
Nofriska Krissanya: State University of Jakarta

This research aims to gain new knowledge and analyze the influence of brand trust, perceived quality, and promotions on purchase intention and its impact on costumer satisfaction on digital out of home advertising among Gen Z with a study mobile led. This type of research is quantitative research using a survey method via questionnaires distributed online, with the population used being Gen Z who live in DKI Jakarta. The sampling technique used in this research was a purposive sampling technique with a sample size of 200 respondents. The analysis technique used to process the collected data is validity and reliability testing, using SmartPLS software and hypothesis testing using Structural Equation Modeling (SEM) with SmartPLS software.

Keywords

Digital Out Of Home (DOOH) ; Brand Trust ; Perceived Quality ; Promotion ; Purchase Decision ; Consumer Satisfaction ; Mobile Led

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How to Cite

Dhafin Syah, M., Usman, O., & Krissanya, N. (2024). Pengaruh Kepercayaan Merek, Persepsi Kualitas, dan Promosi Terhadap Keptusan Pembelian Serta Dampaknya Pada Kepuasan Konsumen di Kalangan Gen-Z (Studi Pada Digital Out of Home Advertising Mobile Led). LANCAH: Jurnal Inovasi Dan Tren, 2(2b), 787~799. https://doi.org/10.35870/ljit.v2i2b.2885

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Article Information

This article has been peer-reviewed and published in the LANCAH: Jurnal Inovasi dan Tren. The content is available under the terms of the Creative Commons Attribution 4.0 International License.

Issue: Vol. 2 No. 2b (2024)
Section: Articles
Published: July 12, 2024

License: CC BY 4.0
Copyright: © 2024 Authors
DOI: 10.35870/ljit.v2i2b.2885

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Author Biographies

Muhammad Dhafin Syah

Pendidikan Bisnis, Fakultas Ekonomi, Universitas Negeri Jakarta, Jakarta, Indonesia

Osly Usman

Pendidikan Bisnis, Fakultas Ekonomi, Universitas Negeri Jakarta, Jakarta, Indonesia

Nofriska Krissanya

Pendidikan Bisnis, Fakultas Ekonomi, Universitas Negeri Jakarta, Jakarta, Indonesia

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Published: 2024-07-12

Pengaruh Kepercayaan Merek, Persepsi Kualitas, dan Promosi Terhadap Keptusan Pembelian Serta Dampaknya Pada Kepuasan Konsumen di Kalangan Gen-Z (Studi Pada Digital Out of Home Advertising Mobile Led)