Abstract
This study aims to analyze the influence of brand image and product quality on the purchase decision of Teazzi drinks in Generation Z consumers in Depok City. The competition in the contemporary beverage industry that is increasingly competitive requires companies to build a positive brand image and maintain product quality in order to maintain consumer buying interest. Generation Z was chosen as the object of the research because of its characteristics that actively follow trends and are critical in assessing a brand. This study uses an associative quantitative approach with a survey method through the distribution of questionnaires to 97 respondents determined using the purposive sampling technique based on the Lemeshow formula. Data analysis was carried out by validity test, reliability test, classical assumption test, multiple linear regression, t-test, F test, and determination coefficient test using SPSS version 25 application. The results of the study showed that partially brand image had a positive and significant effect on purchase decisions with a significance value of 0.016 F-table of 3.09. The R-Square value of 0.166 showed that brand image and product quality explained 16.6% of the variation in purchase decisions, while the remaining 83.4% were influenced by other factors. These findings confirm the importance of brand image and product quality in driving Teazzi beverage purchase decisions in Generation Z in Depok City.