PENGARUH CITRA MEREK, KUALITAS PRODUK, DAN HARGA TERHADAP KEPUTUSAN PEMBELIAN SEPATU VENTELA DI KABUPATEN PATI PADA KONSUMEN GEN Z

Abstract

The purpose of this study is to determine the influence of brand image, product quality and price on purchase decisions. This study is a quantitative approach with purposive sampling used for sample determination. The number of samples is determined by the Slovin formula. A likert scale of five was used to spread the questionnaire with 100 samples. SmartPLS 4 to analyze data. The results obtained both brand image, product quality and price significantly influence the purchase decision. The novelty of this research is a non-metropolitan area, in this case Pati Regency with a target of Gen Z in the area, while previous research was often conducted in big cities.

Keywords: Brand Image, Product Quality, Price, Purchasing Decisions.