Pengaruh Brand Image dan Perceived Value terhadap Purchase Intention Produk Timephoria pada Generasi Z

Bahasa Indonesia

Abstract

The rapid expansion of Chinese cosmetic brands (C-Beauty) into Indonesia, particularly through e-commerce channels, has created a need to understand what drives Generation Z consumers' purchase intention toward these brands. This study examines whether brand image and perceived value, both individually and jointly, influence purchase intention for Timephoria lip products among Generation Z consumers in Denpasar City. The research adopts a quantitative explanatory design, with data gathered through a Likert-scale questionnaire from 105 respondents selected via purposive sampling, then analyzed using multiple linear regression in IBM SPSS Statistics 26. Findings show that brand image has no significant partial effect on purchase intention (t = 1.794; Sig. = 0.076), whereas perceived value shows a significant positive partial effect (t = 8.884; Sig. = 0.000). Jointly, both variables drive purchase intention positively and significantly (F = 60.976; Sig. = 0.000), explaining 54.5% of its variance. These results indicate that Generation Z consumers are driven more by the actual value they perceive in a product than by brand image alone, suggesting that marketers should prioritize clear and concrete value communication as a key strategy to capture purchase intention within this segment. Theoretically, these findings reinforce consumer value theory by highlighting functional value as the primary driver of consumer decisions, and suggest that for new foreign-origin cosmetic brands, perceived product value can outweigh brand image in shaping purchase intention.