The Effect of Social Media Marketing, Influencer Credibility, and Price Perception on Customer Preference on Purchase Decision in Tomoro Coffee For Gen Z in Jakarta

About Us

Ipmi Repository is an online archive service which is managed by IPMI Library - Learning Resource Center. Established for collecting, managing, saving, preserving and disseminating digital copies of intellectual output of IPMI International Business School such as academic journal, books, theses, Group Field Project, Community Involvement Project, Case Study, conference paper, and other types of research publication. The main objective of this repository is to provide long-term, public, open access and easily retrieve to the digital collection to support teaching-learning process.

"Knowledge without observation is nil"

Prakoso, Adianto Juniardi (2026) The Effect of Social Media Marketing, Influencer Credibility, and Price Perception on Customer Preference on Purchase Decision in Tomoro Coffee For Gen Z in Jakarta. Diploma thesis, IPMI Institute.

[thumbnail of Adianto Juniardi Prakoso.pdf]

Text
Adianto Juniardi Prakoso.pdf
Download (317kB)

Abstract

Purchase decision has become a crucial stage for consumer buying journey especially in Tomorro Coffee. Some studies presented that Social Media Marketing affected purchase decision. Other studies also state Influencer Credibility and Price Perception giving an effect to the purchase decision. There are some studies that indicates that customer preferences has mediating effects between the independent variables and dependent variables. This study investigates the relationship of social media marketing, Influencer Credibility, and Price Perception toward the purchase decision and the mediating effect, customer preference. Data collection in this study was obtained through online questionnaire using Likert- scale, targeting generation Z residing in Indonesia’s capital city. The tools that going to be use for this study is SEM PLS. The result shows of this study shows that customer preference didn’t mediates purchase decision, instead it mediates influencer credibility and price perception.

Keywords: Social Media Marketing, Influencer Credibility, Price Perception, Customer Preferences, and Purchase Decision

Item Type:	Thesis (Diploma)
Subjects:	H Social Sciences > H Social Sciences (General)
Divisions:	Thesis > Bachelor of Business Administration
Depositing User:	sandra margaretha
Date Deposited:	29 Sep 2026 07:46
Last Modified:	29 Sep 2026 07:46
URI:	http://repository.ipmi.ac.id/id/eprint/3054

Actions (login required)

View Item