THE INFLUENCE OF PRODUCT IMAGE AND DIGITAL PROMOTION ON REPETITION BUYING OF PEMPEK PRODUCTS AMONG GEN Z IN PALEMBANG CITY POST-COVID-19 PANDEMIC

Abstract

The existence of Micro, Small, and Medium Enterprises (MSMEs) in Indonesia has long been recognized as the backbone of national economic stability, boasting extraordinary resilience to various global crises. However, the stability of the pempek industry was severely tested when the COVID-19 pandemic struck in early 2020. However, the reality on the ground shows that there is still a gap between the potential of the digital market and the technical capabilities of business actors. The focus on Generation Z in Palembang City was chosen because they are the most dominant and influential demographic segment in determining current and future culinary market trends. This research is a quantitative descriptive study using experimental research methods. The population and sample in this study were Generation Z in Palembang City, represented by 100 randomly selected students from the Management Department of Sriwijaya University. This study aims to determine the influence of Product Image and Digital Promotion on Repeat Purchases of Pempek products among Gen Z. This study used SPSS 26, and the results showed that Product Image and Digital Promotion simultaneously influence Repeat Purchases of Pempek among Gen Z in Palembang City.

Keywords: Product Image, Digital Promotion, Pempek, Gen Z