Musytari : Jurnal Manajemen, Akuntansi, dan Ekonomi

Vol. 25 No. 2 (2026): Musytari: Neraca Manajemen, Akuntasi, dan Ekonomi, ISSN 3025-9495
Articles

PENGARUH PERCEIVED QUALITY TERHADAP PURCHASE INTENTION PRODUK “DAVIENA SKINCARE” MELALUI BRAND IMAGE DI KALANGAN GENERASI Z

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  • Regina Cahya Chandra Dinata,
  • Dita Puruwita,
  • Nofriska Krissanya
Regina Cahya Chandra Dinata
Universitas Negeri Jakarta
Dita Puruwita
Universitas Negeri Jakarta
Nofriska Krissanya
Universitas Negeri Jakarta

Published 2026-01-23

Keywords

  • Perceived Quality, Brand Image, and Purchase Intention,
  • Perceived Quality, Brand Image, dan Purchase Intention

How to Cite

PENGARUH PERCEIVED QUALITY TERHADAP PURCHASE INTENTION PRODUK “DAVIENA SKINCARE” MELALUI BRAND IMAGE DI KALANGAN GENERASI Z. (2026). Musytari : Jurnal Manajemen, Akuntansi, Dan Ekonomi, 25(2), 4091-4100. https://cibjournal.com/index.php/musytari/article/view/7070

Abstract

This study was conducted to analyze the effect of perceived quality on purchase intention of Daviena Skincare products through brand image among Generation Z in Jakarta. Purposive sampling was used to select the sample in this study. The questionnaire was distributed via Google Form, which was disseminated through social media to 260 respondents who met the criteria. Data processing and analysis were performed using Structural Equation Modeling, specifically Partial Least Squares (SEM-PLS), with the help of the latest version of SmartPLS software. The findings show that there is a positive and significant influence of perceived quality and brand image on purchase intention. The results also show that there is a positive and significant effect of perceived quality on brand image, and perceived quality shows a positive and significant effect on purchase intention mediated by brand image. The implications of this study indicate that companies must design targeted marketing strategies by improving product quality and maintaining their brand image to encourage consumer interest in purchasing their products.

Penelitian ini dilakukan untuk menganalisis terkait pengaruh perceived quality terhadap purchase intention  produk “Daviena Skincare” melalui brand image di kalangan generasi Z di wilayah Jakarta. Metode yang digunakan untuk memilih sampel dalam penelitian ini adalah purposive sampling. Kuesioner dibagikan melalui Google Form yang disebarkan melalui media sosial kepada 260 responden yang memenuhi kriteria. Pengolahan dan analisis data dilakukan menggunakan Structural Equation Modeling, khususnya Partial Least Squares (SEM-PLS) dengan bantuan software SmartPLS versi terbaru. Berdasarkan hasil temuan yang yang didapatkan menunjukkan bahwa adanya pengaruh positif dan signifikan dari  perceived quality dan brand image terhadap purchase intention. Hasil juga menunjukkan bahwa adanya pengaruh positif dan signifikan perceived quality terhadap brand image serta perceived quality menunjukkan pengaruh yang positif dan signifikan terhadap purchase intention dimediasi oleh brand image. Implikasi dari penelitian menunjukkan bahwa perusahaan harus merancang strategi pemasaran yang terarah dengan meningkatkan kualitas produk dan menjaga brand image mereka untuk mendorong minat beli konsumen terhadap produk milik mereka.

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