JER
Vol. 9 No. 1 (2026): October - March

Analisis Pengaruh Pemasaran Digital dan Citra Merek terhadap Niat Pembelian Generasi Z pada Brand Jiniso

Anwar, Amwalil (Unknown)
Lengkong, Rachel Cornideva (Unknown)
Wijaya, Yudha Ari (Unknown)
Calvin, Muhammad Azhwan (Unknown)
Maulana, Fachrul (Unknown)
Muchtar, Muchtar (Unknown)

Article Info

Publish Date
08 Dec 2025

Abstract

Penelitian ini menganalisis pengaruh Pemasaran Digital dan Citra Merek terhadap Niat Pembelian Generasi Z pada brand Jiniso. Metode kuantitatif dengan kuesioner skala Likert disebarkan kepada 208 responden Generasi Z, dianalisis menggunakan PLS-SEM. Hasil menunjukkan Citra Merek dan Pemasaran Digital berpengaruh positif signifikan terhadap Niat Pembelian. Temuan ini menekankan pentingnya penguatan citra merek melalui kualitas produk dan storytelling, dipadukan dengan strategi pemasaran digital interaktif untuk Generasi Z.

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Journal Info
JER
Website

Abbrev

JER

Publisher

Universitas Muslim Indonesia

Subject

Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

Description

Jurnal Economic Resource_(JER) is open access. This journal is published in _ March & September. Journal of Economic Resources|e-ISSN 2620-6196] is a peer-reviewed journal published twice a year (March & September) by the Faculty of Economics and Business, Universitas Muslim Indonesia_UMI. Journal ...