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All Journal International Journal of Economics (IJEC)
Amalia Tasya Salsabila Suyanto
Study Program in Management, Faculty of Economics and Business, Universitas Pembangunan Nasional “Veteran” Jawa Timur, Indonesia
Economics, Econometrics & Finance

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The Effect of Brand Image, Packaging, and Price Perception on Consumer Purchasing Decisions of Generation Z for Silverqueen Chocolate Valentine Edition in Surabaya Amalia Tasya Salsabila Suyanto; Ugy Soebiantoro
International Journal of Economics (IJEC) Vol. 2 No. 2 (2023): July-December
Publisher : PT Inovasi Pratama Internasional

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55299/ijec.v2i2.544

Abstract

The purpose of this research was to determine the effect of brand perception, packaging, and price perception on Generation Z consumers of SilverQueen chocolate in Surabaya. This quantitative research technique utilized a community of customers who have purchased the unique SilverQueen Valentine's Edition chocolates in Surabaya, Indonesia. Non-probability sampling method and purposive sampling methodology were used to collect 112 research samples from the population. An online survey was used to collect data, and a Likert scale was used to assess responses. Partial Least Square (PLS) analysis was used. The findings indicated that each variable had a significant effect on Generation Z consumers of SilverQueen chocolate in Surabaya, who make purchasing decisions based on brand image, packaging, and price considerations.
Co-Authors Ugy Soebiantoro