THE EFFECT OF PRODUCT QUALITY, BRAND IMAGE , AND BRAND TRUST ON PRODUCT PURCHASE DECISIONS PINKFLASH BRAND EYESHADOW (CASE STUDY ON GEN Z IN MEDAN CITY)
Published:
2026-10-14Downloads
Abstract
This study aims to see the impact of brand image , brand trust , and product quality. to Decision Purchase eyeshadow productsPinkflash on Generation Z in Medan City. This study uses a quantitative approach with various associative. The target population is Generation Z women aged 17 to 25 year in City Medan, with estimate amount population a number of 165,505 soul. Techniquewithdrawal sample use non-probability sampling through approach Purposive sampling . Referring to the Slovin formula calculation at a 10% error level , a sample of 100 respondents was obtained. Data collection was carried out by distributing a Likert -scale questionnaire , then the data were analyzed using SPSS 26. through validity, reliability, classical assumptions, multiple linear regression , t-test, F-test, and coefficient of determination ( R² ) tests. The results of the study show that Product Quality has a positive and significant influence on Purchasing Decisions, with a t-value of 2.761 and a significance of 0.007. Brand image has a positive and significant influence on Purchasing Decisions, with a t-value of 3.515 and a significance of 0.001. On the other hand, brand trust does not have a significant influence on Purchasing Decisions, through The t-value is 1.676 and the significance is 0.097. Simultaneously, Product Quality, brand image , and brand trust have a positive and significant influence on Purchasing Decisions, through the F-value of 22.662 and the significance of 0.000. The R Square of 0.415 indicates that the three independent variables can explain the Purchase Decision by 41.5%, while 58.5% is explained by other aspects outside the model. Therefore, Product Quality and brand image are aspects that have been proven to have a partial influence on the Purchase Decision of Pinkflash eyeshadow products , while brand trust has not shown a significant impact.
Keywords:
Quality of Resources Man Professionalism Work Compensation Work Environment Power Competitive OrganizationReferences
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