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

DOI

10.2991/978-2-38476-595-9_12How to use a DOI?

Keywords

Brand image; Product quality; Purchase decision; Generation Z; PLS-SEM

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 < 0.001). The model explains 37.6% of the variance in purchase decisions (R² = 0.376). These results suggest that product quality is the dominant determinant of Generation Z purchasing behavior, while brand image plays a supportive but not decisive role. The study contributes to the understanding of consumer behavior in emerging lifestyle coffee brands and provides managerial implications for improving product-driven value propositions.

Copyright

© 2026 The Author(s)

Open Access

Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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TY  - CONF
AU  - Ghozy Arib Taqiyuddin
AU  - Evi Sofia
PY  - 2026
DA  - 2026/07/08
TI  - The Influence of Brand Image and Product Quality on Consumer Purchase Decision (Case Study on Kopi Jago South Jakarta)
BT  - Proceedings of the  International Conference on Contemporary Risk Studies (ICONIC-RS 2025)
PB  - Atlantis Press
SP  - 159
EP  - 167
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-2-38476-595-9_12
DO  - 10.2991/978-2-38476-595-9_12
ID  - Taqiyuddin2026
ER  -