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

In: Proceedings of the International Conference on Contemporary Risk Studies (ICONIC-RS 2025)

Author

Listed:
  • Ghozy Arib Taqiyuddin

    (Universitas Pertamina, Faculty of Economics and Business)

  • Evi Sofia

    (Universitas Pertamina, Faculty of Economics and Business)

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

Suggested Citation

  • Ghozy Arib Taqiyuddin & Evi Sofia, 2026. "The Influence of Brand Image and Product Quality on Consumer Purchase Decision (Case Study on Kopi Jago South Jakarta)," Advances in Economics, Business and Management Research, in: Eka Puspitawati & Dewi Hanggraeni & Indra Kusumawardhana & Parulian Sihotang & Nanda Nurdianto (ed.), Proceedings of the International Conference on Contemporary Risk Studies (ICONIC-RS 2025), pages 159-167, Springer.
    • Handle: RePEc:spr:advbcp:978-2-38476-595-9_12
    DOI: 10.2991/978-2-38476-595-9_12
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