Pengaruh Citra Merek, Kualitas Produk, dan Harga terhadap Keputusan Pembelian Gen Z Pada Produk Jiniso

Aura Annasty Syakurani ; Aditya Liliyan
GEMILANG: Jurnal Manajemen dan Akuntansi 📅 2025 Vol 6, No 1 🔗 DOI: 10.56910/gemilang.v6i1.3563
Abstract
The research aims to investigate how brand image, price, and product quality affect the purchase decisions of Generation Z consumers toward Jiniso, a notable local fashion brand in Indonesia. Utilizing an associative quantitative method, this study enables a systematic empirical evaluation of the interconnections among these variables. The participants consisted of 108 Generation Z women who had previously bought Jiniso products, chosen via purposive sampling. Information was gathered through an online questionnaire employing a five-point Likert scale, subsequently analyzed with multiple linear regression via IBM SPSS Statistics 25 software. Results show that brand image exerts no meaningful influence on purchase decisions, while price and product quality provide substantial positive contributions. An Adjusted R² figure of 0.499 indicates that these three factors together account for 49.9% of the variance in purchase decisions. These outcomes highlight Generation Z consumers' inclination to favor concrete product features and financial worth rather than symbolic brand views, thereby delivering valuable guidance for promotional tactics of local fashion brands.
 
 
 
Keywords
Brand Image; Generation Z; Price; Product Quality; Purchasing Decision
How to Cite

Aura Annasty Syakurani & Aditya Liliyan (2025). Pengaruh Citra Merek, Kualitas Produk, dan Harga terhadap Keputusan Pembelian Gen Z Pada Produk Jiniso. GEMILANG: Jurnal Manajemen dan Akuntansi, 6(1). https://doi.org/10.56910/gemilang.v6i1.3563

Aura Annasty Syakurani; Aditya Liliyan, " Pengaruh Citra Merek, Kualitas Produk, dan Harga terhadap Keputusan Pembelian Gen Z Pada Produk Jiniso," GEMILANG: Jurnal Manajemen dan Akuntansi, vol. 6, no. 1, 2025.

Aura Annasty Syakurani; Aditya Liliyan. " Pengaruh Citra Merek, Kualitas Produk, dan Harga terhadap Keputusan Pembelian Gen Z Pada Produk Jiniso." GEMILANG: Jurnal Manajemen dan Akuntansi, vol. 6, no. 1, 2025.

Aura Annasty Syakurani; Aditya Liliyan. " Pengaruh Citra Merek, Kualitas Produk, dan Harga terhadap Keputusan Pembelian Gen Z Pada Produk Jiniso." GEMILANG: Jurnal Manajemen dan Akuntansi 6, no. 1 (2025).

Aura Annasty Syakurani & Aditya Liliyan (2025) ' Pengaruh Citra Merek, Kualitas Produk, dan Harga terhadap Keputusan Pembelian Gen Z Pada Produk Jiniso', GEMILANG: Jurnal Manajemen dan Akuntansi, 6(1). doi: 10.56910/gemilang.v6i1.3563.

Aura Annasty Syakurani; Aditya Liliyan. Pengaruh Citra Merek, Kualitas Produk, dan Harga terhadap Keputusan Pembelian Gen Z Pada Produk Jiniso. GEMILANG: Jurnal Manajemen dan Akuntansi. 2025;6(1).

Artikel Terkait

Analisis Perbandingan Kualitas Pelayanan Richeese Factory Cabang Hasan Basri Kota Samarinda melalui Aplikasi Gojek dan Grab

Sabrina Emilia; Hairul Anwar

Peran Kualitas Produk, Host Live, dan Brand Awareness terhadap Penjualan Miso Butik melalui Live Shopee

Wahyuningrum, Shinta; Satria Veriansyah Wiguna

Analisis Penerapan SAK EMKM pada UMKM di Kota Kaliwungu: Perspektif Teori Sinyal

Diella Islamy Rahma Putri; Muhammad Ja’far Shodiq

Analisis Faktor-Faktor yang Mempengaruhi Kemiskinan di Provinsi Sulawesi Tenggara

Nurul Humaera; Muhammad Ghafur Wibowo; Muhammad Wakhid Musthofa

Pengaruh ESG Performance dan Debt Maturity Terhadap Efisiensi Investasi

M Rizky Ramadhan; Reni Oktavia; Ratna Septiyanti

Pengaruh Kualitas Laporan Keuangan terhadap Kepercayaan Publik di Lingkungan Pemerintah Provinsi Sumatera Barat

Jovan Alfredo Shaquille; Alex Djan Serumi Kawer; Muhammad Alvin Brilian Ankares; Muhammad Rafi Tri Saputra; Arina Romarina
Tren Sitasi Jurnal