Article Per Year (5 Year)
p-Index From 2021 - 2026
0.23
P-Index
This Author published in this journals
All Journal Journal of Management and Creative Business
Arrizki Perdana
Universitas Sains dan Teknologi Komputer
Decision Sciences, Operations Research & Management

Published : 1 Documents Claim Missing Document
Claim Missing Document
Check
Articles

Found 1 Documents
Search

 1 
Brand Image as a Determinant of Generation Z Purchasing Decisions on E-Marketplaces Through the Role of Brand Trust Arrizki Perdana; Edwin Zusrony; Myra Andriana; Heni Dwi Listiyaningrum
Journal of Management and Creative Business Vol. 4 No. 4 (2026): Oktober : Journal of Management and Creative Business
Publisher : Universitas 45 Surabaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.30640/jmcbus.v4i4.7804

Abstract

The objective of this study is to analyze brand trust as a mediating variable between brand image and the purchasing choice of Generation Z in the e-marketplace of Semarang. The method of research used is quantitative. The data were collected from 70 respondents and processed using SEM-PLS with SmartPLS version 4.1.1.8. The study reveals that brand image has positive and considerable influence on brand trust and purchase choice. Brand trust was found to be a major partial mediator indicating that the effect of brand image on purchasing behavior is mostly through customer confidence. The findings add to the theoretical base of the consumer behavior literature by illustrating the trust transfer process across the digital platforms. This research is strategically important for e-marketplace companies who target Generation Z in Semarang. Companies need to appeal to this segment with a heavy emphasis on brand awareness. Brand trust is the critical link between perceptions and actions. Marketing strategies should focus on transparency and customer centricity to build enduring trust. The survey stresses that in the highly competitive digital economy, a brand’s image alone is insufficient to sway the purchasing decisions of young consumers; it must be backed by authentic trust.
Co-Authors Edwin Zusrony Heni Dwi Listiyaningrum Myra Andriana