<![CDATA[Penelitian ini bertujuan untuk mengetahui pengaruh cashless payment, brand identity, dan kualitas produk terhadap keputusan pembelian produk Mie Gacoan pada konsumen Gen Z di Kabupaten Bekasi. Penelitian menggunakan pendeketan kuantitatif. Teknik pengambilan sampel menggunakan teknik non-probability metode purposive sampling dengan responden sebanyak 100 responden. Teknik analisis data yang digunakan adalah SEMPLS dengan bantuan aplikasi SmartPls. Pengujian instrumen melalui uji validitas, reliabilitas, inner model, dan hipotesis. Hasil penelitian ini menunjukkan bahwa cashless payment tidak berpengaruh signifikan terhadap keputusan pembelian. Sedangkan brand identity dan kualitas produk berpengaruh positif signifikan terhadap keputusan pembelian. Implikasi dari penelitian ini menegaskan Mie Gacoan perlu memprioritaskan penguatan brand identity dan peningkatan kualitas produk serta tetap menyediakan opsi cashless payment untuk kenyamanan konsumen. Kata kunci : Cashless Payment, Brand Identity, Kualitas Produk, Keputusan Pembelian, Gen Z. This study aims to determine the effect of cashles payment, brand identity, and product quality on the purchasing decisions of Gen Z consumers in Kabupaten Bekasi regarding Mie Gacoan products. This study uses a quantitative approach. The sampling technique used is non-probability purposive sampling with 100 respondents. The data analysis technique used is SEMPLS with the help of the SmartPls application. The instruments were tested for validity, reliability, inner model, and hypothesis. The results of this study indicate that cashless payment does not have a significant effect on purchasing decisions. Meanwhile, brand identity and product quality have a significant positive effect on purchasing decisions. The implications of this study confirm that Mie Gacoan needs to prioritize strengthening its brand identity and improving product quality while continuing to provide cashless payment options for consumer convenience. Keyword: Cashless Payment, Brand Identity, Product Quality, Purchasing Decisions, Gen Z]]>
