Puspitaningrum, Rina (2026) ANALISIS PENGARUH GAYA HIDUP TERHADAP KEPUTUSAN PEMBELIAN DIMEDIASI SIKAP DAN MINAT BELI DI COFFEE SHOP FORE PADA KALANGAN GEN Z. Thesis thesis, Universitas BPD.
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Abstract
The rapid growth of the coffee shop industry in Indonesia has led to changes in consumption patterns, particularly among Generation Z, who increasingly adopt digital and hedonic lifestyles. Fore Coffee, as a modern coffee shop, offers a consumption experience that aligns with these characteristics. This study aims to analyze the effect of Digital Hedonic Lifestyle on Purchasing Behavior, with Attitude and Purchasing Intention as mediating variables among Generation Z consumers of Fore Coffee in Yogyakarta. This study employs a quantitative approach using a survey method. Data were collected through an online questionnaire distributed to 100 respondents selected using purposive sampling. Data analysis was conducted using Structural Equation Modeling–Partial Least Squares (SEM-PLS) with SmartPLS 4 software. The results indicate that Digital Hedonic Lifestyle has a positive and significant effect on Attitude, Purchasing Intention, and Purchasing Behavior. Furthermore, Attitude has a positive and significant effect on Purchasing Behavior, while Purchasing Intention does not have a significant effect on Purchasing Behavior. Mediation analysis reveals that Attitude significantly mediates the relationship between Digital Hedonic Lifestyle and Purchasing Behavior, whereas Purchasing Intention does not function as a mediating variable. This study concludes that purchasing behavior among Generation Z consumers at Fore Coffee is more strongly influenced by emotional factors and positive attitudes than by cognitive purchase intentions. These findings suggest that Fore Coffee’s marketing strategies should emphasize enhancing digital experiences and fostering positive consumer attitudes to effectively encourage purchasing behavior.
| Item Type: | Thesis (Thesis) |
|---|---|
| Subjects: | H Social Sciences > HD Industries. Land use. Labor H Social Sciences > HF Commerce |
| Divisions: | Faculty of Law, Arts and Social Sciences > School of Management |
| Depositing User: | Wisudawan S2 |
| Date Deposited: | 15 Mar 2026 01:10 |
| Last Modified: | 15 Mar 2026 01:10 |
| URI: | http://eprints.stiebankbpdjateng.ac.id/id/eprint/3069 |
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