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 (Study Program in Management, Faculty of Economics and Business, Universitas Pembangunan Nasional “Veteran” Jawa Timur, Indonesia)
Ugy Soebiantoro (Study Program in Management, Faculty of Economics and Business, Universitas Pembangunan Nasional “Veteran” Jawa Timur, Indonesia)

International Journal of Economics (IJEC)
Vol. 2 No. 2 (2023): July-December

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.