Electronic Theses and Dissertation

Penelitian ini bertujuan untuk menganalisis pengaruh kesadaran merek, harga, dan kemudahan akses terhadap minat beli buku bajakan pada generasi z, serta menguji peran religiusitas sebagai variabel moderasi. generasi z dipilih sebagai objek penelitian karena mereka merupakan kelompok usia yang sangat aktif dalam konsumsi produk digital dan fisik, termasuk buku. penelitian ini menggunakan metode kuantitatif. data dikumpulkan melalui kuesioner yang disebarkan kepada responden yang memenuhi kriteria generasi z. analisis data dilakukan dengan menggunakan teknik regresi moderasi untuk melihat sejauh mana religiusitas dapat memperlemah atau memperkuat hubungan antara variabel bebas dan minat beli buku bajakan. hasil penelitian menunjukkan bahwa kesadaran merek, dan kemudahan akses memiliki pengaruh positif dan signifikan terhadap minat beli buku bajakan, sedangkan harga berpengaruh negatif terhadap minat beli buku bajakan. selain itu, religiusitas terbukti dapat memoderasi hubungan antara kesadaran merek, harga, kemudahan akses dan minat beli. kata kunci: kesadaran merek, harga, kemudahan akses, minat beli, buku bajakan, religiusitas, generasi z

This study aims to analyze the effect of brand awareness, price, and ease of access on the purchase intention of pirated books in Generation Z, and examine the role of religiosity as a moderating variable. Generation Z was chosen as the object of research because they are a very active age group in the consumption of digital and physical products, including books. This research uses quantitative methods. Data were collected through questionnaires distributed to respondents who met the criteria of Generation Z. Data analysis was conducted using moderation regression techniques to see the extent to which religiosity can weaken or strengthen the relationship between independent variables and purchase intention of pirated books. The results showed that brand awareness, and ease of access have a positive and significant effect on buying interest in pirated books, while price has a negative effect on buying interest in pirated books. In addition, religiosity is proven to moderate the relationship between brand awareness, price ease of access and purchase intention. Keywords: Brand Awareness, Price, Ease of Access, Purchase Intention, Pirated Books, Religiosity, Generation Z