SilverQueen di Mata Generasi Z: Studi Tentang Pengaruh Kepercayaan Merek, Harga, dan Kualitas Produk terhadap Keputusan Pembelian Konsumen
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Abstract
Penelitian ini menyelidiki bagaimana kepercayaan merek, harga, dan kualitas produk memengaruhi keputusan pembelian konsumen Generasi Z terhadap produk cokelat SilverQueen. Data dikumpulkan menggunakan purposive sampling melalui kuesioner daring berdasarkan skala Likert 5 poin, dengan 173 responden yang berpartisipasi. Analisis dilakukan menggunakan perangkat lunak SmartPLS versi 4.0. Temuan menunjukkan bahwa kepercayaan merek, harga, dan kualitas produk secara signifikan memengaruhi keputusan pembelian konsumen. Hasil ini menekankan perlunya membangun kepercayaan merek yang kuat, menerapkan strategi penetapan harga yang efektif, dan mempertahankan kualitas produk yang konsisten agar lebih menarik bagi konsumen Generasi Z SilverQueen.
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