The Impact of Brand Equity of Korean Barbeque Restaurants on Purchase Decision among Generation-Z in Metro Manila

Brand equity is crucial in boosting the success of a company or any organization. This study aims to look at how the brand equity of Samgyupsal restaurants affects purchasing decisions among generation Z in Metro Manila. The study was conducted due to the fact that the Korean BBQ industry has been growing and has taken over the Philippine Market. Furthermore, to evaluate what are the underlying reasons that influence customers to willfully buy a certain brand over the other. The study adopted a quantitative type of research and consisted of 200 respondents coming from Metro Manila. A random sampling technique was utilized in choosing the respondents, and a survey questionnaire was used as the instrument. Before administering the survey, a pilot test was conducted to test the instrument's validity and reliability, which returned an alpha value of 0.817. Structural Equation Modelling was utilized to establish the statistical significance of the variables. With the topic being centred around Korean BBQ restaurants and various factors related to purchasing decisions, the research will be of great significance to Korean restaurant operators, marketers, and future researchers. The study findings indicate that Brand equity, perceived quality, and customer satisfaction have a considerable impact on Generation-Z purchasing decisions in Metro Manila. As a result of the study's findings, the researchers have made the following recommendations: (1) Identify their gaps to deliver quality goods and services. (2) Strengthening their competitive analysis. A strong brand is one that can adapt to changing market conditions. (3) In order to succeed, Korean barbeque restaurants must understand the market and its role within it. (4) and lastly, To determine whether or not their customers are satisfied, Korean barbecue restaurants should pay closer attention to their customers' feedback and suggestions.