Brand Image as a Determinant of Generation Z Purchasing Decisions on  E-Marketplaces Through the Role of Brand Trust

Arrizki Perdana; Edwin Zusrony; Myra Andriana; Heni Dwi Listiyaningrum

doi:10.30640/jmcbus.v4i4.7804

Authors

Arrizki Perdana Universitas Sains dan Teknologi Komputer https://orcid.org/0009-0008-1788-5614
Edwin Zusrony Universitas Sains dan Teknologi Komputer https://orcid.org/0000-0002-7298-3283
Myra Andriana Universitas Sains dan Teknologi Komputer https://orcid.org/0009-0003-6457-0416
Heni Dwi Listiyaningrum Universitas Sains dan Teknologi Komputer https://orcid.org/0009-0009-7679-2378

DOI:

https://doi.org/10.30640/jmcbus.v4i4.7804

Keywords:

Brand Image, Brand Trust, E-Marketplace, Generation Z, Purchase Decision, Semarang

Abstract

The objective of this study is to analyze brand trust as a mediating variable between brand image and the purchasing choice of Generation Z in the e-marketplace of Semarang. The method of research used is quantitative. The data were collected from 70 respondents and processed using SEM-PLS with SmartPLS version 4.1.1.8. The study reveals that brand image has positive and considerable influence on brand trust and purchase choice. Brand trust was found to be a major partial mediator indicating that the effect of brand image on purchasing behavior is mostly through customer confidence. The findings add to the theoretical base of the consumer behavior literature by illustrating the trust transfer process across the digital platforms. This research is strategically important for e-marketplace companies who target Generation Z in Semarang. Companies need to appeal to this segment with a heavy emphasis on brand awareness. Brand trust is the critical link between perceptions and actions. Marketing strategies should focus on transparency and customer centricity to build enduring trust. The survey stresses that in the highly competitive digital economy, a brand’s image alone is insufficient to sway the purchasing decisions of young consumers; it must be backed by authentic trust.

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