Electronic Theses and Dissertation

Penelitian ini bertujuan untuk menganalisis pengaruh gaya hidup, content marketing, dan kesadaran halal terhadap keputusan pembelian gen z pada coffee shop di kota banda aceh. adapun objek pada penelitian ini adalah coffee shop kopi kenangan di kota banda aceh. penelitian ini menggunakan metode kuantitatif, dengan metode penentuan sampel probability sampling dengan teknik propotional random sampling dengan jumlah sampel sebanyak 108 responden. sampel penelitian ini adalah generasi z di kota banda aceh dengan rentang usia 15-24 tahun. skala pengukuran variabel dilakukan menggunakan skala likert. teknik analisis data yang digunakan yaitu analisis regresi linear berganda. berdasarkan hasil analisis penelitian diperoleh hasil bahwab secara parsial gaya hidup, content marketing, dan kesadaran halal berpengaruh positif dan signifikan terhadap keputusan pembelian gen z pada coffe shop di kota banda aceh. dan secara simultan gaya hidup, content marketing, dan kesadaran halal juga berpengaruh positif dan signifikan terhadap keputusan pembelian gen z pada coffe shop di kota banda aceh. kata kunci: gaya hidup, content marketing, kesadaran halal, keputusan pembelian

This study aims to analyze the effect of lifestyle, content marketing, and halal awareness on Gen Z purchasing decisions at Coffee Shop in Banda Aceh City. The object of this research is Coffee Shop Kopi Kenangan in Banda Aceh City. This study uses quantitative methods, with a probability sampling method with proportional random sampling technique with a sample size of 108 respondents. The sample of this study was Generation Z in Banda Aceh City with an age range of 15-24 years. The variable measurement scale is carried out using a Likert scale. The data analysis technique used is multiple linear regression analysis. Based on the results of the research analysis, it is found that partially lifestyle, content marketing, and halal awareness have a positive and significant effect on Gen Z purchasing decisions at coffee shops in Banda Aceh City. And simultaneously lifestyle, content marketing, and halal awareness also have a positive and significant effect on Gen Z purchasing decisions at coffee shops in Banda Aceh City. Keywords: lifestyle, content marketing, halal awareness, purchasing decisions