The Effect of Product Quality and Product Packaging on Purchasing Decisions: Purchase Intention as a Mediating Variable

The purpose of this study was to analyze and test the effect of product quality and product packaging on purchasing decisions with purchase intention as a mediating variable on SilverQueen products for Gen Z in Malang City. This research is a quantitative study with a descriptive approach involving 135 Gen Z respondents from five districts in Malang City. The sample was taken using purposive sampling technique. The research location covers five sub-districts in Malang City, namely Blimbing, Kedungkandang, Klojen, Lowokwaru, and Sukun, with respondents who consume or have consumed SilverQueen products. Measurement of indicators on variables is carried out using a Likert Scale (1-5), which has five levels of answer preference. Data collection was done through an online questionnaire using Google Form, and the results were analyzed with Smart-PLS 4.0 statistical software. The research shows the following results: Product Quality has a negative influence on Purchasing Decisions on SilverQueen Chocolate Products as well as Product Packaging has no significant or negative effect on Purchasing Decisions for SilverQueen Chocolate Products. Product Quality has a positive influence on Purchase Intention on SilverQueen Chocolate Products. Product Packaging has no significant or negative effect on Buying Interest in SilverQueen Chocolate Products. Purchase Intention has a positive influence on Purchasing Decisions on SilverQueen Chocolate Products. The mediating relationship between Product Quality on Purchasing Decisions for SilverQueen Chocolate Products with Purchase Intention has a positive and significant effect. The mediating relationship between Product Packaging on Purchasing Decisions for SilverQueen Chocolate Products with Purchase Intention has a negative and insignificant effect.