PENGARUH KUALITAS PRODUK, HARGA, DAN MEREK TERHADAP KEPUTUSAN PEMBELIAN MINUMAN LUWAK WHITE KOFFIE PADA GENERASI Z DI BEKASI TIMUR
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Abstract
This study aims to analyze the effect of product quality, price, and brand on purchasing decisions for Luwak White Koffie drinks for Generation Z in East Bekasi. The background of this research is based on the high competition in the instant coffee industry in Indonesia, especially in the white coffee segment, as well as the characteristics of Generation Z as digital consumers who are selective in choosing products. The research method used is quantitative with data collection techniques through questionnaires to Generation Z respondents who live in East Bekasi. The results showed that product quality, price, and brand simultaneously had a significant effect on purchasing decisions for Luwak White Koffie. Partially, the three variables also have a positive and significant effect, where product quality is the most dominant factor in influencing purchasing decisions. These findings reinforce the importance of quality improvement strategies, competitive pricing, and strengthening brand image to maintain and increase market share among Generation Z. This research is expected to be a reference for instant coffee producers and business actors in formulating effective marketing strategies and contribute to further research in the field of consumer behavior of instant coffee drinks.
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