NIAT BELI GENERASI Z TERHADAP TEH CHATIME DI DAERAH ISTIMEWA YOGYAKARTA

Abstract

The purpose of this study is to look at how attitudes, subjective norms, perceived behavioral control, lifestyle, and brand image affect Generation Z's purchase intentions for Chatime tea in Yogyakarta's Special Region. This study is an after-the-fact study. In this investigation, the approach for finding the location was purposeful. The number of samples is determined using the Maximum Likelihood estimation methodology, which requires at least 100 to 200 samples. There are 200 people in the sample. The data gathering technique makes use of a Google Forms-based questionnaire that is delivered online. Structural Equation Modeling with AMOS 22 software was utilized for instrument testing and data analysis. Instrument testing, assumption testing, evaluation of the Goodness of Fit criteria, and hypothesis testing were all part of the data analysis. The findings revealed that the variables of attitude, subjective norm, perceived behavioral control, lifestyle, and image had a favorable impact on Generation Z's purchase intention for Chatime tea in Yogyakarta's Special Region.
Keywords: Chatime, Maximum Likelihood, Structural Equation Modelling, Purchase Intention, Yogyakarta