Analisis Faktor-faktor yang mempengaruhi Keputusan Pembelian Konsumen Generasi Z pada Domino’s Pizza di TikTok Shop
DOI:
https://doi.org/10.36312/jar.v4iSpecial%20Issue.3388Keywords:
Domino's Pizza, Gen Z, Keputusan Pembelian, TikTok, Sosial Media MarketingAbstract
Penelitian ini bertujuan untuk mengetahui faktor-faktor yang memengaruhi keputusan pembelian konsumen Generasi Z pada Domino’s Pizza di TikTok Shop. Metode penelitian yang digunakan adalah kuantitatif dengan pendekatan asosiatif. Data primer diperoleh dari 150 responden Generasi Z yang telah melakukan pembelian Domino’s Pizza melalui TikTok Shop, dengan teknik analisis menggunakan konfirmatori SEM-PLS. Hasil penelitian menunjukkan bahwa hanya kualitas produk yang berpengaruh signifikan terhadap keputusan pembelian konsumen Generasi Z pada Domino’s Pizza di TikTok Shop, dan sekaligus menjadi faktor yang paling dominan. Berdasarkan temuan ini, dapat disimpulkan bahwa konsumen Generasi Z lebih mengutamakan kualitas makanan, baik dari segi rasa, tekstur, maupun konsistensi, dibandingkan faktor promosi atau citra merek. Diskon dan kampanye pemasaran yang masif tidak serta-merta mendorong keputusan pembelian apabila kualitas produk tidak sesuai dengan ekspektasi. Implikasi praktis dari penelitian ini adalah bahwa perusahaan makanan cepat saji, khususnya Domino’s Pizza, perlu lebih menekankan pada pengendalian kualitas dan inovasi produk untuk mempertahankan loyalitas konsumen Generasi Z di platform e-commerce berbasis media sosial seperti TikTok Shop.
This study aims to identify the factors influencing purchasing decisions of Generation Z consumers on Domino’s Pizza through TikTok Shop. The research employed a quantitative method with an associative approach. Primary data were collected from 150 Generation Z respondents who had purchased Domino’s Pizza on TikTok Shop, and the analysis was conducted using confirmatory SEM-PLS. The findings reveal that only product quality significantly influences purchasing decisions of Generation Z consumers, making it the most dominant factor. The results conclude that Generation Z consumers prioritize food quality, particularly in terms of taste, texture, and consistency, over promotional activities or brand image. Discounts and intensive promotional campaigns do not directly drive purchasing decisions if the product quality does not meet expectations. The practical implication of this study suggests that fast-food companies, especially Domino’s Pizza, should focus more on product quality control and innovation to maintain Generation Z consumer loyalty in social media–based e-commerce platforms such as TikTok Shop.
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