Agustia, Anjelita (2026) Efek Digital Marketing Terhadap Keputusan Pembelian Dimediasi Brand Image Motor Listik U-Winfly Di Kalangan Gen – Z Di Kota Pekanbaru. Other thesis, Universitas Islam Riau.

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Abstract

This study aims to analyze the effect of digital marketing on purchase decisions with brand image as a mediating variable for U-Winfly electric motorcycles among Generation Z in Pekanbaru City. The study involved 102 Generation Z respondents who had been exposed to U-Winfly’s digital marketing campaigns through various digital platforms. Data were collected using questionnaires and analyzed using the Partial Least Squares (PLS) method with SmartPLS 4.00. The results indicate that digital marketing has a positive effect on brand image and purchase decisions, brand image has a positive effect on purchase decisions, and brand image mediates the effect of digital marketing on purchase decisions of UWinfly electric motorcycles among Generation Z in Pekanbaru City.

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