PENGARUH KUALITAS PRODUK DAN PROMOSI DIGITAL TERHADAP BRAND TRUST PRODUK TONER AUTUMN PURE NATURE PADA KALANGAN GEN Z DENGAN BRAND AWARENESS SEBAGAI VARIABEL MEDIASI

Khoirunnisa, Aninda (2026) PENGARUH KUALITAS PRODUK DAN PROMOSI DIGITAL TERHADAP BRAND TRUST PRODUK TONER AUTUMN PURE NATURE PADA KALANGAN GEN Z DENGAN BRAND AWARENESS SEBAGAI VARIABEL MEDIASI. Skripsi thesis, Universitas BPD.

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Abstract

The development of the skincare industry in the digital era increases competition between brands, especially among Gen Z, so that brand trust becomes an important factor in choosing skincare products. This study aims to analyze the effect of product quality and digital promotion on brand trust with brand awareness as a mediating variable in Gen Z consumers who use Autumn Pure Nature toner. The study used a quantitative approach with purposive sampling of 100 respondents and was analyzed using PLS-SEM through SmartPLS 4. The results showed that product quality had a positive and significant effect on brand trust, while digital promotion had a significant effect on brand awareness. However, brand awareness was not able to mediate the effect of product quality and digital promotion on brand trust.

Item Type:	Thesis (Skripsi)
Additional Information:	Abstrak Perkembangan industri perawatan kulit di era digital meningkatkan persaingan antar brand, khususnya pada kalangan Gen Z, sehingga brand trust menjadi faktor penting dalam pemilihan produk skincare. Penelitian ini bertujuan untuk menganalisis pengaruh kualitas produk dan promosi digital terhadap brand trust dengan brand awareness sebagai variabel mediasi pada konsumen Gen Z pengguna toner Autumn Pure Nature. Penelitian menggunakan pendekatan kuantitatif dengan purposive sampling terhadap 100 responden dan dianalisis menggunakan PLS-SEM melalui SmartPLS 4. Hasil penelitian menunjukkan bahwa kualitas produk berpengaruh positif dan signifikan terhadap brand trust, sedangkan promosi digital berpengaruh signifikan terhadap brand awareness. Namun, brand awareness tidak mampu memediasi pengaruh kualitas produk dan promosi digital terhadap brand trust.
Uncontrolled Keywords:	Product Quality, Digital Promotion, Brand Awareness, Brand Trust
Subjects:	H Social Sciences > H Social Sciences (General) H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management H Social Sciences > HF Commerce
Divisions:	Faculty of Law, Arts and Social Sciences > School of Management
Depositing User:	Wisudawan S1
Date Deposited:	29 Mar 2026 10:14
Last Modified:	29 Mar 2026 10:14
URI:	http://eprints.stiebankbpdjateng.ac.id/id/eprint/3154

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