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All Journal Al-Kharaj: Journal of Islamic Economic and Business
Naili Rahma Yuliani
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Economics, Econometrics & Finance

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The Role Of Product Quality, Service Quality, And Social Engagement In Mediating The Influence Of Brand Image On Gen Z Purchase Decisions At Corner Nyonya Naili Rahma Yuliani; Sisno Riyoko; Mohamad Rifqy Roosdhani
Al-Kharaj: Journal of Islamic Economic and Business Vol. 8 No. 1 (2026): All articles in this issue include authors from 3 countries of origin (Indonesi
Publisher : LP2M IAIN Palopo

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24256/kharaj.v8i1.9083

Abstract

This study aims to analyze the influence of brand image on purchasing decisions mediated by product quality, service quality, and social media engagement among Generation Z at Corner Nyonya. Corner Nyonya is a contemporary culinary outlet that offers modern-style healthy food and drinks such as Vietnamese spring rolls, vegetable salads, coffee, and non-coffee drinks with distinctive Gen Z flavors, as well as processed banana and honey jackfruit snacks with various topping variants. The phenomenon of the rise of healthy lifestyle-based culinary businesses and social media trends encourages the need for marketing strategies that focus not only on products, but also on brand image and digital interactions with young consumers. This study uses a quantitative approach with the Partial Least Square-Structural Equation Modeling (PLS-SEM) method. Data were collected through an online questionnaire using a Likert scale of 1–10 from 110 Generation Z respondents who had purchased products at Corner Nyonya. The results show that brand image has a significant effect on product quality, service quality, and social media engagement, and indirectly influences purchasing decisions through these three mediating variables. These findings emphasize the importance of building a strong brand image, maintaining consistent product and service quality, and utilizing social media as an effective means of interaction to improve purchasing decisions in the younger generation consumer segment..
Co-Authors Mohamad Rifqy Roosdhani Sisno Riyoko