Pengaruh Brand Image, Kualitas Produk, Harga, Dan Promosi Online Terhadap Keputusan Pembelian Produk Matchaboy Pada Generasi Z Di Kabupaten Sampang

Abstract

Abstract

The ready-to-drink beverage business based on matcha has grown rapidly along with the increasing interest of Generation Z in a healthy and aesthetic lifestyle. This study aims to analyze the influence of brand image, product quality, price, and online promotion on the purchase decision of MatchaBoy products among Generation Z in Sampang Regency, both simultaneously and partially. A quantitative approach was employed using purposive sampling of 113 Generation Z respondents who had purchased MatchaBoy products. Data were collected through questionnaires and analyzed using multiple linear regression with SPSS version 25.0. The results show that brand image, product quality, price, and online promotion simultaneously have a positive and significant effect on purchase decisions (Adjusted R² = 0.812). Partially, only online promotion has a positive and significant effect on purchase decisions, while brand image, product quality, and price show no significant partial effect. These findings indicate that digital promotion through social media is the most dominant factor in driving Generation Z's purchase decisions toward matcha-based beverage products.

Keywords: Brand Image; Product Quality; Price; Online Promotion; Purchase Decision; Generation Z