Pengaruh Kualitas Produk, Harga, dan Citra Merek terhadap Keputusan Pembelian Produk Glad2Glow di Kalangan Gen Z

Ismiya Wardhani Haghiyani; Aditya Liliyan

doi:10.55606/jurimbik.v6i1.1780

Authors

Ismiya Wardhani Haghiyani Sekolah Tinggi Ilmu Ekonomi Surakarta
Aditya Liliyan Sekolah Tinggi Ilmu Ekonomi Surakarta

DOI:

https://doi.org/10.55606/jurimbik.v6i1.1780

Keywords:

Brand Image, Buying Decisions, Price, Product Quality, Skincare

Abstract

The rapid expansion of Indonesia’s local skincare industry has intensified competition and heightened the need for brands to understand the determinants of purchasing decisions, particularly among Generation Z consumers who tend to be critical and trend-oriented. This study aims to examine the effects of product quality, price, and brand image on purchasing decisions for Glad2Glow products. A quantitative approach with an associative design was employed, involving 126 female Generation Z respondents who had previously purchased Glad2Glow. The research instrument was tested for validity and reliability, and the data were analyzed using multiple linear regression. The findings reveal that product quality and price significantly influence purchasing decisions, indicating that Generation Z consumers place strong emphasis on product performance and perceived economic value. In contrast, brand image does not exert a significant effect, suggesting that Glad2Glow’s brand perception has not yet developed into a decisive factor for purchasing behavior. These results highlight the importance of strengthening product quality and competitive pricing strategies for emerging local skincare brands. The study also contributes to consumer behavior literature and encourages future research exploring additional variables such as digital experience, brand trust, or user reviews that may shape purchasing tendencies among younger consumers.

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