The influence of brand awareness, brand association, perceived quality, brand loyalty and price on generation z purchase decisions on e-commerce platforms in the greater jakarta area
Keywords:
Brand Awareness, Brand Association, Perceived Quality, Brand Loyalty, PriceAbstract
This study aims to the influence of brand awareness, brand association, perceived quality, brand loyalty, and price on Generation Z's purchase decisions on the Shopee e-commerce platform in the Greater Jakarta area. This study is motivated by the increasing competition in digital marketplaces and the characteristics of Generation Z as digital natives who are sensitive to economic value and promotional dynamics. In a transparent, multi-seller-based marketplace environment, consumers can compare prices, seller reputations, and product reviews simultaneously, so the relevance of the brand equity construct in shaping purchase decisions needs to be empirically re-evaluated. The study used a quantitative approach with a purposive sampling technique on 328 Generation Z respondents who had experience purchasing on Shopee and resided in Greater Jakarta (Jabodetabek). Data were collected through a structured questionnaire with a six-point Likert scale using Structural Equation Model Partial Least Squares (SEM-PLS).
The results showed that brand loyalty and price had a positive and significant influence on purchase decisions, with price being the most dominant determinant. Brand association had a positive effect at a marginal level of significance, while brand awareness and perceived quality showed no significant influence. These findings indicate that Generation Z's purchasing decisions are more influenced by considerations of economic value and user experience than by the cognitive construct of the brand. This research provides theoretical contributions by re-examining the relevance of the brand equity model in the context of a digital marketplace based on information transparency and provides strategic implications for e-commerce platform management in strengthening transaction value and user retention in a sustainable manner.
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