Pengaruh Kualitas Produk dan Citra Merek terhadap Keputusan Pembelian Generasi Z pada Kopi Kenangan Cibinong City Mall, Bogor

Abstract

This study aims to analyze the effects of product quality and brand image on the purchasing decisions of Generation Z consumers at Kopi Kenangan, Cibinong City Mall. This study employed a quantitative approach involving 96 Generation Z consumers as respondents. Data were collected through a questionnaire using a five-point Likert scale and analyzed using multiple linear regression with SPSS version 22. The results indicate that product quality has a positive and significant effect on purchasing decisions, with a t-value of 11.429 and a significance value of 0.000 < 0.05. Brand image also has a positive and significant effect on purchasing decisions, with a t-value of 9.719 and a significance value of 0.000 < 0.05. Simultaneously, product quality and brand image have a positive and significant effect on purchasing decisions, as indicated by an F-value of 3375.359 and a significance value of 0.000 < 0.05. The adjusted R-squared value of 0.986 indicates that product quality and brand image explain 98.6% of the variation in purchasing decisions, while the remaining 1.4% is explained by other factors outside the research model. These findings demonstrate that product quality and brand image play important roles in shaping the purchasing decisions of Generation Z consumers. Therefore, Kopi Kenangan should maintain consistent product quality, continuously innovate its menu, improve order accuracy and service quality, and strengthen its brand image through marketing communications and customer experiences that are relevant to the characteristics of Generation Z.