Determinants of Generation Z’s Purchase Decisions for Velixir Local Perfume: The Role of Product Features, Brand Image, Product Price, and Social Influences

Purpose – This study aims to examine the effects of product features, brand image, product price, and social influences on Generation Z’s purchase decisions toward Velixir local perfume. Design/Methodology/Approach – This study employed a quantitative survey approach. The population consisted of Generation Z consumers who were familiar with or had purchased Velixir perfume. Respondents were selected using purposive sampling based on predetermined criteria. Primary data were collected through Likert-scale questionnaires and analyzed using Partial Least Squares-Structural Equation Modeling (PLS-SEM) with SmartPLS. The analysis included evaluation of the measurement model and structural model. Findings – The results indicate that product features, brand image, product price, and social influences have positive and significant effects on purchase decisions. Among the four independent variables, brand image has the most dominant influence on Generation Z’s purchase decisions. Originality/Value – The novelty of this study lies in the simultaneous examination of product features, brand image, product price, and social influences in explaining Generation Z’s purchase decisions toward a local perfume brand. The study provides a specific perspective on Generation Z consumer behavior toward local perfume products in an increasingly digital and socially connected marketplace. Practically, the findings suggest that local perfume companies should strengthen brand image, improve product features and quality, establish value-based pricing, and utilize credible social influences in digital marketing strategies.