The Effect of Brand Image, Consumer Trust, and Price Perception on Purchase Decisions for Silverqueen Chocolate Products Among General Z (Case Study on Consumers in Bogor City)

Abstract

This study aims to examine: (1) the influence of Brand Image on Purchase Decision, (2) the influence of Consumer Trust on Purchase Decision, and (3) the influence of Price Perception on Purchase Decision of halal-labeled packaged food products among Generation Z. The method used in this research is descriptive quantitative, where the variables were measured using a Likert-scale questionnaire. The data was collected from Gen Z respondents who have consumed halal-labeled packaged food products. A total of 150 responses were analyzed using SmartPLS software to test both partial and simultaneous effects of each variable. The results show that: (1) Brand Image has a positive and significant effect on Purchase Decision, (2) Consumer Trust also has a positive and significant effect on Purchase Decision, and (3) Price Perception has a positive and significant effect on Purchase Decision. Collectively, the three independent variables also have a significant effect on Purchase Decision based on the structural model testing using SmartPLS.