PENGARUH KUALITAS PRODUK DAN BRAND IMAGE TERHADAP KEPUTUSAN PEMBELIAN VASELINE PADA GENERASI Z DI SURABAYA

The increasing awareness of Generation Z to take care of skin health opens up great opportunities to compete in the beauty and body care industry. However, Vaseline as a brand that has long been a major player is facing problems regarding product quality and brand image. The purpose of this study was to determine the effect of product quality and brand image on purchasing decisions for Vaseline for Generation Z in Surabaya. This study uses a quantitative method using a questionnaire to collect data. The population in this study was generation z in Surabaya while the sample was taken using non-probability sampling method with purposive sampling technique. This study involved 105 generation z respondents who had purchased Vaseline and were domiciled in Surabaya. Data analysis was carried out using the Partial Least Square method, using the SmartPLS 3 application. The results of the research analysis show that 1) product quality contributes to purchasing decisions 2) brand image contributes to purchasing decisions. So that to improve consumer purchasing decisions, Vaseline must consider product quality and brand image, especially among generation z as Vaseline's main segment.