Pengaruh Harga, Kualitas Produk, dan Citra Merek terhadap Keputusan Pembelian Air Mineral Pristine pada Generasi Z di Kabupaten Tasikmalaya

Siti Hilma Azizah; Herdiyanti Herdiyanti

doi:10.59024/jumek.v4i3.701

Authors

Siti Hilma Azizah Universitas Cipasung Tasikmalaya
Herdiyanti Herdiyanti Universitas Cipasung Tasikmalaya

DOI:

https://doi.org/10.59024/jumek.v4i3.701

Keywords:

Brand Image, Generation Z, Price Influence, Product Quality, Purchasing Decisions

Abstract

This study aims to examine the influence of price, product quality, and brand image on the purchasing decisions of Pristine mineral water among Generation Z consumers in Tasikmalaya Regency. The research employed a quantitative survei method involving 160 respondents selected through purposive sampling based on specific criteria related to product familiarity and purchasing experience. Data analysis was conducted using SPSS software and included validity and reliability testing, classical assumption testing, and multiple linear regression analysis to measure the relationship among variables. The findings reveal that all research instruments are valid and reliable, with a Cronbach’s Alpha value of 0.957, indicating high internal consistency. Partially, price, product quality, and brand image each have a positive and significant effect on purchasing decisions, with significance values below 0.05. Simultaneously, the three variables also significantly affect purchasing decisions, as indicated by a significance value of 0.000. Furthermore, the coefficient of determination (R Square) of 0.618 demonstrates that 61.8% of purchasing decisions can be explained by the proposed model, while the remaining 38.2% is influenced by other variables outside the scope of this study.

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