The Influence of Brand Image and Product Quality on Consumer Purchase Decision (Case Study on Kopi Jago South Jakarta)

Ghozy Arib Taqiyuddin () and Evi Sofia ()
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Ghozy Arib Taqiyuddin: Universitas Pertamina, Faculty of Economics and Business
Evi Sofia: Universitas Pertamina, Faculty of Economics and Business

A chapter in Proceedings of the International Conference on Contemporary Risk Studies (ICONIC-RS 2025), 2026, pp 159-167 from Springer

Abstract: Abstract This study examines the effects of brand image and product quality on purchase decisions among Generation Z consumers of Kopi Jago in South Jakarta. A quantitative approach using Partial Least Squares Structural Equation Modeling (PLS-SEM) was employed with 100 Generation Z respondents who had previously purchased Kopi Jago products. Data were collected through an online questionnaire and analyzed using SmartPLS 3.2.9. The findings indicate that brand image does not significantly affect purchase decisions (T-statistic = 0.444; p-value = 0.657), whereas product quality has a positive and significant effect (T-statistic = 3.561; p-value

Keywords: Brand image; Product quality; Purchase decision; Generation Z; PLS-SEM (search for similar items in EconPapers)
Date: 2026
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Persistent link: https://EconPapers.repec.org/RePEc:spr:advbcp:978-2-38476-595-9_12

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DOI: 10.2991/978-2-38476-595-9_12

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