The Influence of Product Quality and Brand Image on Purchase Decision for Pinkflash Product on E-Commerce with Brand Trust as a Mediating Variable among Generation Z in Jabodetabek

This study aims to analyze the influence of product quality and brand image on purchase decisions for Pinkflash products on e-commerce platforms, with brand trust as a mediating variable among Generation Z consumers in Jabodetabek. This research employs a quantitative approach with a causal associative design. The population consists of Generation Z consumers (aged 17-29 years) domiciled in Jabodetabek who have purchased and used Pinkflash products through e-commerce platforms. The sample was determined using non-probability sampling with a purposive sampling technique, resulting in 150 respondents based on the Lemeshow formula. Data were collected through an online questionnaire using a 4-point Likert scale and analyzed using the Partial Least Square-Structural Equation Modeling (PLS-SEM) method with the assistance of SmartPLS version 4.0 software. The results show that product quality and brand image each have a significant effect on brand trust. However, product quality and brand image do not have a significant direct effect on purchase decisions. Conversely, brand trust has a positive and significant effect on purchase decisions and acts as a full mediating variable in the relationship between both product quality and brand image with purchase decisions. These findings indicate that purchase decisions for Pinkflash products among Generation Z in Jabodetabek are more strongly determined by the level of consumer trust in the brand than by direct perceptions of product quality or brand image.