Pengaruh Brand Image Dan Keputusan Pembelian Produk Terhadap Kepuasan Pelanggan Generasi Z Yang Dimediasi Oleh Nilai Pelanggan: Studi Kasus Pada PT. Indomarco Wilayah Kerja Sampang

Adinda Jennifer Pardede; Hartono Hartono; Yoni Evan Pratama; Abdul Halik

doi:10.30640/digital.v4i1.4102

Authors

Adinda Jennifer Pardede Universitas Wijaya Putra Surabaya
Hartono Hartono Universitas Wijaya Putra Surabaya
Yoni Evan Pratama Universitas Wijaya Putra Surabaya
Abdul Halik Universitas Wijaya Putra Surabaya

DOI:

https://doi.org/10.30640/digital.v4i1.4102

Keywords:

Brand image, Product Purchase Decisions, Customer Value, and Customer Satisfaction

Abstract

Hartono, 2025. The Influence of Brand Image and Product Purchasing Decisions on Generation Z Customer Satisfaction Mediated by Customer Value (Case Study at PT. Indomarco Sampang Region). Doctoral Program, University of 17 August 1945 Surabaya. Based on its approach, this research is included in the type of explanatory research . The research sample was 146 respondents. The objectives of this study were 1) To test and analyze the significant effect of brand image on customer satisfaction of generation Z PT. Indomarco Sampang Region . 2) To test and analyze the significant effect of product purchasing decisions have a significant effect on customer satisfaction of generation Z PT. Indomarco Sampang Region. 3) To test and analyze the significant effect of brand image has a significant effect on customer value of PT. Indomarco Sampang Region. 4) To test and analyze the significant effect of product purchasing decisions on customer value of PT. Indomarco Sampang Region. 5) To test and analyze the significant effect of customer value has a significant effect on customer satisfaction of generation Z PT. Indomarco Sampang Region. 6) To test and analyze the indirect effect of brand image on customer satisfaction of generation Z PT. Indomarco Sampang Region mediated by customer value. 7) To test and analyze the indirect effect of product purchasing decisions on customer satisfaction of generation Z PT. Indomarco Sampang Region mediated by customer value. The research results show that : 1) brand image has a significant positive effect on customer satisfaction of generation Z PT. Indomarco Sampang Region with an original sample value of 0.256 . 2) Product purchasing decisions have a significant positive effect on customer satisfaction of generation Z PT. Indomarco Sampang Region with an original sample value of 0.530 . 3) brand image has a significant positive effect on customer value of PT. Indomarco Sampang Region with an original sample value of 0.428 . 4) product purchasing decisions have a significant positive effect on customer value of PT. Indomarco Sampang Region with an original sample value of 0.431 . 5) customer value has a significant positive effect on customer satisfaction of generation Z of PT. Indomarco Sampang Region with an original sample value of 0.335. 6) brand image has a significant positive effect on customer satisfaction of generation Z of PT. Indomarco Sampang Region mediated by customer value with an original sample value of 0.37 . 7) product purchasing decisions have a significant positive effect on customer satisfaction of generation Z PT. Indomarco Sampang Region which is mediated by customer value with an original sample value of 0.244 .

References

Armistead, C. G., & Clark, G. (2016). Customer service and support (Layanan dan dukungan kepada pelanggan). Jakarta: PT Elex Media Komputindo – Kelompok Gramedia.

Aziz Sholeh, A., et al. (2024). Kompensasi terhadap motivasi kerja karyawan pada PT. Insolent Raya di Surabaya. Journal of Management and Creative Business, 2(1), 82–96.

Daengs, G. S. A., Istanti, E., Negoro, R. M. B. K., & Sanusi, R. (2020). The aftermath of management action on competitive advantage through process attributes at food and beverage industries export import in Perak Harbor of Surabaya. International Journal of Criminology and Sociology, 9, 1418–1425.

Fandy, T. (2019). Service, quality & satisfaction. Yogyakarta: Andi.

Griffin, J. (2020). Customer loyalty: Menumbuhkan & mempertahankan kesetiaan pelanggan. Jakarta: Erlangga.

Hendy. (2018). Manajemen sumber daya manusia. Jakarta: Grasindo.

Istanti, E., et al. (2024). Service design performance based on consumer preferences. International Journal of Economics and Management Sciences, 1(3), 142–160.

Istanti, E., Kusumo, B., & Nuryanto, I. (2020). Implementasi harga, kualitas pelayanan dan pembelian berulang pada penjualan produk gamis Afifathin. Ekonomika 45, 8(1), 1–10.

Kotler, P., & Armstrong, G. (2020). Prinsip-prinsip pemasaran. Jakarta: Erlangga.

Kotler, P., & Keller, K. L. (2018). Marketing management (15th ed.). Pearson Education, Inc.

Kristiawati, et al. (2019). Citra merek, persepsi harga dan nilai pelanggan terhadap keputusan pembelian pada mini market Indomaret Lontar Surabaya. Jurnal Ilmu Ekonomi dan Manajemen (JMM 17), 6(2), 27–36.

Kumala Dewi, I., et al. (2022). Peningkatan kinerja UMKM melalui pengelolaan keuangan. Jurnal Ekonomi Akuntansi, UNTAG Surabaya, 23–36.

Lovelock, C., & Wright, L. K. (2018). Manajemen pemasaran jasa. Jakarta: PT Indeks Kelompok Gramedia.

Pramono, B., Istanti, E., Daengs, G. S., Achmad, Syafi’i, Bramastyo, K. N. R. M. (2023). Impact of social media marketing and brand awareness on purchase intention in coffee shop culinary in Surabaya. International Journal of Entrepreneurship and Business Development, 5(6), 968–977.

Rangkuti, F. (2019). Strategi promosi yang kreatif dan analisis kasus integrated marketing communication. Jakarta: PT Gramedia Pustaka Utama.

Rina Dewi, et al. (2020). Internal factor effects in forming the success of small businesses. Jurnal SINERGI UNITOMO, 10(1), 13–21.

Riniwati, H. (2018). Manajemen sumber daya manusia: Aktivitas utama dan pengembangan SDM. Malang: UB Press.

Salim, G., et al. (2024). Ikan Nomei, Merdeka Belajar Kampus Merdeka. 1–98.

Sinambela, L. P. (2019). Manajemen sumber daya manusia. Jakarta: PT Bumi Aksara.

Soemantri, I. A., et al. (2020). Entrepreneurship orientation strategy, market orientation and its effect on business performance in MSMEs. Jurnal EKSPEKTRA Unitomo, 4(1), 1–10.

Sugiyono. (2019). Metode penelitian pendidikan: Pendekatan kuantitatif, kualitatif, dan R&D. Bandung: Alfabeta.

Zuhro, D., et al. (2024). Impact of measurement of service quality using the SERVQUAL method. Digital Innovation: International Journal of Management, 1(3), 94–114.