<mets:mets OBJID="eprint_5730" LABEL="Eprints Item" xsi:schemaLocation="http://www.loc.gov/METS/ http://www.loc.gov/standards/mets/mets.xsd http://www.loc.gov/mods/v3 http://www.loc.gov/standards/mods/v3/mods-3-3.xsd" xmlns:mets="http://www.loc.gov/METS/" xmlns:mods="http://www.loc.gov/mods/v3" xmlns:xlink="http://www.w3.org/1999/xlink" xmlns:xsi="http://www.w3.org/2001/XMLSchema-instance"><mets:metsHdr CREATEDATE="2026-08-09T08:01:29Z"><mets:agent ROLE="CUSTODIAN" TYPE="ORGANIZATION"><mets:name>Repository Universitas Bojonegoro</mets:name></mets:agent></mets:metsHdr><mets:dmdSec ID="DMD_eprint_5730_mods"><mets:mdWrap MDTYPE="MODS"><mets:xmlData><mods:titleInfo><mods:title>Pengaruh Influencer Marketing Harga dan Branding Merek Terhadap Preferensi Belanja dan Loyalitas Pelanggan Generasi Z di Kota Bojonegoro</mods:title></mods:titleInfo><mods:name type="personal"><mods:namePart type="given">Kosim</mods:namePart><mods:namePart type="family">Arina Salwa Ghoutsil Haq Kosim</mods:namePart><mods:role><mods:roleTerm type="text">author</mods:roleTerm></mods:role></mods:name><mods:abstract>Perkembangan social commerce melalui platform TikTok Shop telah mengubah perilaku belanja masyarakat, khususnya Generasi Z yang merupakan kelompok pengguna internet dan media sosial yang aktif. Persaingan bisnis digital yang semakin ketat menuntut pelaku usaha untuk menerapkan strategi pemasaran yang efektif melalui influencer marketing, penetapan harga yang kompetitif, dan penguatan branding merek guna meningkatkan preferensi belanja dan loyalitas pelanggan. Penelitian ini bertujuan untuk menganalisis pengaruh influencer marketing, harga, dan branding merek terhadap preferensi belanja serta loyalitas pelanggan Generasi Z pengguna TikTok Shop di Kabupaten Bojonegoro, baik secara parsial maupun simultan. Penelitian ini menggunakan pendekatan kuantitatif dengan metode survei. Data penelitian dikumpulkan melalui penyebaran kuesioner kepada 250 responden Generasi Z pengguna TikTok Shop di Kabupaten Bojonegoro yang dipilih menggunakan teknik purposive sampling. Analisis data dilakukan menggunakan regresi linier berganda dengan bantuan program IBM SPSS Statistics versi 26, yang meliputi uji validitas, uji reliabilitas, uji asumsi klasik, uji t, uji F, dan uji koefisien determinasi (R²). Hasil penelitian menunjukkan bahwa influencer marketing, harga, dan branding merek secara parsial maupun simultan berpengaruh positif dan signifikan terhadap preferensi belanja dan loyalitas pelanggan. Nilai koefisien determinasi menunjukkan bahwa ketiga variabel independen mampu menjelaskan variasi preferensi belanja sebesar 55,5% dan loyalitas pelanggan sebesar 56,7%. Branding merek menjadi variable yang paling dominan dalam memengaruhi preferensi belanja maupun loyalitas pelanggan. Temuan ini memberikan kontribusi bagi pengembangan kajian pemasaran digital dan perilaku konsumen dalam konteks social commerce. Secara praktis, hasil penelitian dapat menjadi dasar bagi pelaku usaha untuk mengoptimalkan influencer marketing, menetapkan harga yang kompetitif, dan memperkuat branding merek guna meningkatkan preferensi belanja dan loyalitas pelanggan Generasi Z.</mods:abstract><mods:classification authority="lcc">Prodi Manajemen Ritel</mods:classification><mods:originInfo><mods:dateIssued encoding="iso8601">2026-07-13</mods:dateIssued></mods:originInfo><mods:originInfo><mods:publisher>Fakultas Ekonomi;Manajemen Ritel</mods:publisher></mods:originInfo><mods:genre>Thesis</mods:genre></mets:xmlData></mets:mdWrap></mets:dmdSec><mets:amdSec ID="TMD_eprint_5730"><mets:rightsMD ID="rights_eprint_5730_mods"><mets:mdWrap MDTYPE="MODS"><mets:xmlData><mods:useAndReproduction>
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