Brand Image and Product Quality: Drivers of Urban Gen Z Consumer Purchasing Decisions

Anis Mahmudah Dariati

Abstract


This study aims to analyze the influence of brand image and product quality on the purchasing decisions of Generation Z consumers in urban areas. The research method employed is a quantitative approach using Partial Least Squares-Structural Equation Modeling (PLS-SEM) as the analytical technique. The sample consists of 100 Gen Z respondents residing in urban areas who have previously purchased local fashion products. The findings reveal that both brand image and product quality have a direct and significant effect on purchasing decisions, with product quality exerting a slightly stronger influence. These results imply that companies should prioritize the continuous improvement of product quality and build a positive brand image to enhance the appeal and loyalty of Gen Z consumers.


Keywords


Brand Image; Product Quality; Purchasing Decision

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References


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