Pengaruh Citra Merek dan Kualitas Produk Terhadap Keputusan Pembelian Body Lotion Vaseline pada Generasi Z di Kota Palembang

Abstract

Brand image and product quality are factors that can influence consumer purchasing decisions. The decline in the Top Brand Index percentage for Vaseline body lotion, coupled with varying consumer perceptions regarding the brand and its product quality, highlights the importance of examining the factors influencing purchasing decisions. This study aims to determine the impact of brand image and product quality on the purchasing decisions of Generation Z in Palembang City regarding Vaseline body lotion. A quantitative approach was employed using purposive sampling to select 100 respondents who had previously purchased and used Vaseline body lotion. Data were collected via questionnaires and analyzed using multiple linear regression to assess the influence of each variable, both individually and simultaneously. The results indicate that brand image has a positive but insignificant effect on purchasing decisions, whereas product quality has a positive and significant effect. Simultaneously, brand image and product quality significantly influence purchasing decisions. These findings suggest that product quality plays a more dominant role than brand image in driving purchasing decisions for Vaseline body lotion among Generation Z in Palembang City.