Pengaruh Brand Image dan Kualitas Produk terhadap Keputusan Pembelian Gen Z pada Skintific Pink Cushion
DOI:
https://doi.org/10.70900/jea.v5i1.128Keywords:
brand image, product quality, purchase decisio, Generation Z, Skintific Pink CushionAbstract
This study aims to analyze the effect of brand image and product quality on Generation Z’s purchase decisions regarding Skintific Pink Cushion. This research employs a quantitative approach using a survey method by distributing questionnaires to respondents who are Generation Z consumers of Skintific Pink Cushion. The sampling technique used was purposive sampling. The collected data were analyzed using multiple linear regression analysis with the assistance of statistical software.
The results indicate that partially, brand image has a positive and significant effect on purchase decisions, and product quality also has a positive and significant effect on purchase decisions. Simultaneously, brand image and product quality have a significant effect on purchase decisions. The coefficient of determination (R²) of 0.816 shows that brand image and product quality are able to explain 81.6% of the variation in purchase decisions, while the remaining percentage is influenced by other factors outside the research model.
The conclusion of this study is that Generation Z’s purchase decisions toward Skintific Pink Cushion are influenced by a positive brand image and good product quality. Therefore, companies are advised to strengthen brand image development strategies and maintain product quality in order to enhance competitiveness in the cosmetic market.
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