AR-RIHLAH: JURNAL KEUANGAN DAN PERBANKAN SYARIAH Vol. No. 01 May 2025. Pages. Available at https://jurnal. id/ar-rihlah/index THE EFFECT OF PRODUCT QUALITY AND BRAND IMAGE ON SAMSUNG SMARTPHONE PURCHASE DECISIONS OF GEN Z CIANJUR Tanto Heryanto1*. Melinda Eksanti2 Faculty of Economics. Universitas Putra Indonesia Corresponding Author e-mail: heryantotanto@gmail. melindaeksa@gmail. Recieved: February 2025 Accepeted: May 2025 Published: May 2025 ABSTRAK Keputusan pembelian merupakan keputusan yang diambil oleh konsumen untuk melakukan pembelian melalui tahapan-tahapan keputusan pembelian. Industri smartphone mengalami persaingan yang sangat ketat, terlebih pada era teknologi saat ini dengan inovasi-inovasi baru yang semakin berkembang. Penelitian ini bertujuan untuk mengetahui dan menganalisis pengaruh kualitas produk dan citra merek terhadap keputusan pembelian smartphone Samsung pada generasi Z di Kabupaten Cianjur. Menggunakan pendekatan kuantitatif, jenis penelitian deskriptif dan asosiatif, dengan metode survey dengan kuesioner melalui google form pada generasi Z di Kabupaten Cianjur sebanyak 170 responden dari jumlah 822 orang dengan teknik probability sampling melalui simple random Teknik analisis data menggunakan Sig. 5% dengan analisis uji regresi berganda, uji persyaratan analisis, dan uji asumsi klasik dengan menggunakan aplikasi SPSS. Hasil penelitian menunjukkan bahwa kualitas produk dan citra merek berpengaruh positif dan signifikan terhadap keputusan pembelian. Kualitas produk lebih dominan dari citra merek dalam memengaruhi keputusan pembelian gen Z di Cianjur, koefisien determinasi sebesar 69,3% dan sisanya 30,7% keputusan pembelian dapat dipengaruhi oleh variabel lain diluar kualitas produk dan citra merek. Kata Kunci: Citra Merek. Generasi Z. Kualitas Produ. Keputusan Pembelian. Smartphone ABSTRACT Purchasing decisions are the choices made by consumers to make purchases throughout the stages of the purchasing process. The smartphone industry is experiencing intense competition, particularly in the current technological era, with innovations emerging continually. This research aims to determine and analyze the influence of product quality and brand image on purchasing decisions for Samsung smartphones among Generation Z in Cianjur Regency. Using a quantitative approach, a descriptive and associative research type was employed, utilizing a survey method with a questionnaire via Google Forms, targeting Generation Z in Cianjur Regency. The study included 170 respondents, representing a total population of 625,822 people, and employed probability sampling techniques via simple random sampling. The data analysis technique uses Sig. 5% with multiple regression test analysis, analysis requirements test, and classical assumption test using the SPSS application. The research results show that product quality and brand image have a positive and significant effect on purchasing decisions. Product quality is more dominant than brand image in influencing purchasing decisions among Gen Z in Cianjur, with a termination coefficient of 69. Other variables, outside of product quality and brand image, can influence the remaining 30. 7% of purchasing decisions. Keywords: Brand Image. Generation Z. Product Quality. Purchasing Decisions. Smartphone Copyright A 2025. Ar-Rihlah: Jurnal Keuangan dan Perbankan Syariah Fakultas Ekonomi dan Bisnis Islam Universitas Suryakancana The Effect of Product Quality and Brand Image on Samsung Smartphone Purchase Decisions of Gen Z Cianjur Tanto Heryanto1*. Melinda Eksanti2 Ar-Rihah: Jurnal Keuangan dan Perbankan Syariah Vol. 05 No. 01 May 2025 INTRODUCTION Technological developments have ushered in an era of disruption, a time when innovation is driving significant change across various aspects of life. This era continues to evolve and has a significant impact on nearly every sector, including the economy (Erick Saragih et al. , 2. The impact of technology on the Indonesian economy is significant. it has given rise to new business models and more dynamic economic actors, which are slowly replacing the traditional economic practices that previously dominated. This phenomenon is known as the digital economy, a concept that continues to grow alongside the rapid advancement of information and communication This economy enables individuals to manage various aspects from a single location via the internet, simply by using a smartphone. According to GNFI (Good News From Indonesi. , smartphones have shifted in value from being a luxury and expensive item to something commonly owned by the public. This change is inextricably linked to the role of smartphones in supporting daily life. Its primary functions include supporting communication . sers can make phone calls, send text messages, and use instant messaging apps like WhatsApp and Telegram, among other. , providing quick access to information . he internet, social media, and knowledge app. , and enhancing productivity . uch as using calendars, reminders, notes, and task management to help users organize their daily activitie. Smartphone users in Indonesia are experiencing rapid growth, as evidenced by the continued increase in the number of smartphone users from 2015 to 2022, as shown in Figure 1 below: Figure 1 Number of Smartphone Users in Indonesia from Year to Year Source: https://dataindonesia. id/telekomunikasi/detail/sebanyak-6788-penduduk-ri- gunakan-telepongenggam-pada-2022 Based on Figure 1, it can be seen that the percentage of smartphone users increased from 84% in 2020 to 65. 87% in 2021 and 67. 88% in 2022. According to Katadata, the number of mobile phone users in Indonesia is expected to continue increasing. Predictions indicate that by 2025, the number is expected to increase by at least 25. The phenomenon of digital economic growth through smartphone use, as previously explained, is closely tied to various factors that influence consumer purchasing decisions. According Copyright A 2025. Ar-Rihlah: Jurnal Keuangan dan Perbankan Syariah Fakultas Ekonomi dan Bisnis Islam Universitas Suryakancana The Effect of Product Quality and Brand Image on Samsung Smartphone Purchase Decisions of Gen Z Cianjur Tanto Heryanto1*. Melinda Eksanti2 Ar-Rihah: Jurnal Keuangan dan Perbankan Syariah Vol. 05 No. 01 May 2025 to Kotler and Armstrong . , a purchasing decision is the process consumers undergo to decide whether to purchase a product, which involves several specific stages. Meanwhile. Firmansyah . adds that a purchasing decision is a form of problem-solving carried out by individuals in selecting the most appropriate alternative course of action from several available options. This process reflects consumers' rational considerations before they make a final purchase. Meanwhile, according to Tanady and Fuad . , consumer purchasing decisions are influenced by the manner in which the purchasing decision-making process is carried out. purchasing decision is a consumer's decision to purchase a product (Kholidah & Arifiyanto, 2. Gunawan . also argues that a purchasing decision is a process in which consumers identify a problem and seek information about a particular product or brand. Therefore, it can be concluded that a purchasing decision is a consumer's behavioral decision to purchase a particular product or service, using indicators from Kotler and Armstrong . : . product selection, . brand selection, . location selection, . time of purchase, and . purchase Consumer assessments, including product quality and brand image, influence purchasing Tjiptono . defines product quality as the effort to meet or exceed consumer This quality encompasses the product, service, people, process, and environment. Ernawati . states that product quality is a crucial factor influencing each customer's purchasing The better the product quality, the greater the consumer's interest in purchasing it. Lesmana and Ayu . define product quality as a dynamic condition related to the product, people, workforce, and environment, which enables every consumer's desires to be met. Meanwhile. Maryati and M. Khoiri . define product quality as the totality of product or service characteristics that indicate a measure of consumer trust in the product or service they use and how long that trust is likely to last. Thus, it is concluded that product quality is the product's ability to meet every consumer's needs according to their needs and desires, using indicators from Tjiptono . , namely: . Performance . Features . Reliability . Conformance . Durability . Serviceability . Aesthetics . Perceived Quality . Brand image refers to the set of consumer beliefs about a particular brand (Kotler & Armstrong, 2. Firmansyah . defines brand image as the perception that arises in the minds of consumers when they recall a brand associated with a specific product. Meanwhile. Chalil et al. define brand image as the overall perception of a brand formed from information and consumers' past experiences with a particular brand. Meanwhile. Hartanto . defines brand image as a set of associations perceived by consumers towards a particular brand, and Iis Miati . defines brand image as a thought that exists in the minds of people about a product or service they Copyright A 2025. Ar-Rihlah: Jurnal Keuangan dan Perbankan Syariah Fakultas Ekonomi dan Bisnis Islam Universitas Suryakancana The Effect of Product Quality and Brand Image on Samsung Smartphone Purchase Decisions of Gen Z Cianjur Tanto Heryanto1*. Melinda Eksanti2 Ar-Rihah: Jurnal Keuangan dan Perbankan Syariah Vol. 05 No. 01 May 2025 are familiar with and have used or consumed. Consumers will remember the shortcomings and advantages of the goods they have used, thus, it can be concluded that brand image is a thought that exists in the minds and beliefs of consumers about a particular brand and has an assessment of the brand, using indicators from Kotler. Keller. Brady. Goodman. Hansen . , namely: . Brand identity . Brand personality . Brand association . Brand attitude and behavior . rand attitude and behavio. This decision was made after careful consideration. As seen in the illustration below, the best-selling smartphone brands in Indonesia in 2023 are presented. Figure 2 Best-selling smartphones in Indonesia in 2023 Source: https://w. com/blog/merk-hp-terbaik/ According to Figure 2 above. Oppo has secured first place in Indonesia with a 20% market share, followed by Samsung with a 19% market share. Vivo is in third place with an 18% market Meanwhile. Xiaomi holds fourth place with a 16% market share, followed by Transsion with a 13% market share. Samsung's smartphone sales in Indonesia rank second, mainly due to the numerous competing smartphones that have attracted consumers to other brands. Many consumers also perceive Samsung smartphones as expensive with limited specifications, in contrast to other brands' affordable prices and high specifications. Consequently, the decision to use a Samsung smartphone is second, as consumers choose other brands, including Generation Z. Generation Z, born between 1995 and 2010, is highly familiar with the internet and interacts online more frequently (Wikipedi. This generation is considered an intellectual one that needs to stay up-to-date to keep pace with the rapidly changing information. For Generation Z, choosing the right smartphone is not just about fulfilling basic information needs, but has become a primary need. Researchers conducted pre-survey activities with 44 respondents from Generation Z in Cianjur Regency, comprising 11 men and 33 women. Copyright A 2025. Ar-Rihlah: Jurnal Keuangan dan Perbankan Syariah Fakultas Ekonomi dan Bisnis Islam Universitas Suryakancana The Effect of Product Quality and Brand Image on Samsung Smartphone Purchase Decisions of Gen Z Cianjur Tanto Heryanto1*. Melinda Eksanti2 Ar-Rihah: Jurnal Keuangan dan Perbankan Syariah Vol. 05 No. 01 May 2025 Table 1 Smartphone Market Share among Generation Z in Cianjur Regency Merek Responden Market Share Apple 29,5% Oppo 22,7% Vivo 18,1% Samsung 16,0% Lainnya 13,7% JUMLAH Source: Data processed by researchers (April 2. Based on Table 1 above, the results of a pre-survey of several smartphone brands on the market indicate that Apple dominates and is in greater demand, with a market share of 29. Respondents to the pre-survey stated that the reason for choosing the Apple brand was its good product quality, while Samsung ranked fourth, still behind Oppo and Vivo. Therefore, the purpose of this study is to determine and analyze the influence of product quality and brand image on the purchasing decisions of Samsung smartphones among Gen Z in Cianjur. RESEARCH METHOD This research employed a quantitative, descriptive, and associative approach. Data collection utilized a questionnaire, and data analysis was quantitative or statistical to test the established The sampling technique employed was simple random sampling, a type of probability The sample size used in this study was calculated using Hair's formula. According to Hair et al. , the recommended minimum sample size for SEM (Structural Equation Mode. parameter estimation ranges from 100 to 300. This study employed a 10-point scale due to its largescale nature. To determine total representativeness, the sample was measured by multiplying the number of indicators by 10. Therefore, . = 170 respondents. The scale used was a Likert scale, so the research to be measured was translated into variable indicators. Data collection involved direct field observation and the distribution of questionnaires via Google Forms. The number of statements was taken from each variable indicator, both independent and dependent variables, using a Likert scale. These indicators then serve as a starting point for developing instrument items, which can be statements or questions. The responses to each instrument item, using a Likert scale, range from very positive to very negative. Multiple regression analysis was employed, starting with analysis of variance tests, which Copyright A 2025. Ar-Rihlah: Jurnal Keuangan dan Perbankan Syariah Fakultas Ekonomi dan Bisnis Islam Universitas Suryakancana The Effect of Product Quality and Brand Image on Samsung Smartphone Purchase Decisions of Gen Z Cianjur Tanto Heryanto1*. Melinda Eksanti2 Ar-Rihah: Jurnal Keuangan dan Perbankan Syariah Vol. 05 No. 01 May 2025 included normality and linearity tests. Next, classical assumption tests were conducted. After meeting the criteria for all these tests, the researcher conducted multiple regression tests, partial t-tests, simultaneous F-tests, and regression equation models to determine the results. The population in this study consisted of Generation Z in Cianjur Regency, totaling 625,822 people as of April 2024, as shown in Table 2 below: Table 2 Generation Z Population in Cianjur Regency Age Group Gender Total 14 Ae 19 Male 102,818 people 14 Ae 19 Female 102,519 people 20 Ae 24 Male 104,934 people 20 Ae 24 Female 110,885 people 25 Ae 29 Male 97,059 people 25 Ae 29 Female 107,607 people TOTAL 822 people Source: https://opendata. rocessed by researchers April 2. From this population, it can be seen that the most common age group is between 20 and 24 years old. From the gender, the most common is female, aged 20 to 24 years, totaling 110,885 people. RESULTS AND DISCUSSION Validity Test of Product Quality Variable (X. Table 3 Product Quality Validity Test No. Statement Calculated r 0,658 0,612 0,541 0,497 0,544 0,585 0,632 0,676 0,578 0,669 Table r 0, 1506 0, 1506 0, 1506 0, 1506 0, 1506 0, 1506 0, 1506 0, 1506 0, 1506 0, 1506 Description Valid Valid Valid Valid Valid Valid Valid Valid Valid Valid Copyright A 2025. Ar-Rihlah: Jurnal Keuangan dan Perbankan Syariah Fakultas Ekonomi dan Bisnis Islam Universitas Suryakancana The Effect of Product Quality and Brand Image on Samsung Smartphone Purchase Decisions of Gen Z Cianjur Tanto Heryanto1*. Melinda Eksanti2 Ar-Rihah: Jurnal Keuangan dan Perbankan Syariah Vol. 05 No. 01 May 2025 0,453 0,408 0,525 0,406 0,639 0,598 0, 1506 0, 1506 0, 1506 0, 1506 0, 1506 0, 1506 Valid Valid Valid Valid Valid Valid Source: SPSS 25 output data processed by researchers in 2024 Based on table 3 above, it shows that of the 16 statements of product quality variables tested, the results are valid or legitimate, because for each variable, the calculated r is > table Validity Test of Brand Image Variable (X. Table 4 Brand Image Validity Test No. Statement Table r 0, 1506 Description Calculated r 0,572 0,698 0, 1506 Valid 0,732 0, 1506 Valid 0,727 0, 1506 Valid 0,630 0, 1506 Valid 0,661 0, 1506 Valid 0,672 0, 1506 Valid 0,610 0, 1506 Valid Valid Source: SPSS 25 output data processed by researchers in 2024 Based on table 4 above, it can be concluded that the 8 items of the brand image variable statements tested show valid or legitimate results, because for each variable, the calculated r > table r. Validity Test of Purchase Decision Variable (Y) Table 5 Validity Test of Purchase Decision Variables No. Statement Calculated r 0,558 Table r value Description 0, 1506 Valid 0,547 0, 1506 Valid 0,444 0, 1506 Valid Copyright A 2025. Ar-Rihlah: Jurnal Keuangan dan Perbankan Syariah Fakultas Ekonomi dan Bisnis Islam Universitas Suryakancana The Effect of Product Quality and Brand Image on Samsung Smartphone Purchase Decisions of Gen Z Cianjur Tanto Heryanto1*. Melinda Eksanti2 Ar-Rihah: Jurnal Keuangan dan Perbankan Syariah Vol. 05 No. 01 May 2025 0,532 0, 1506 Valid 0,479 0, 1506 Valid 0,453 0, 1506 Valid 0,597 0, 1506 Valid 0,353 0, 1506 Valid 0,351 0,1506 Valid 0,551 0,1506 Valid Source: SPSS 25 output data processed by researchers in 2024 Based on table 5 above, it can be concluded that the 10 items of the purchasing decision variable statements tested showed valid results, because for each variable, the calculated r > table r. Reliability Test Results According to Ghozali . , reliability testing aims to measure questionnaires as indicators of the variables they assess. A questionnaire is considered reliable if a person's answers to the questions remain consistent or stable over time. Reliability measurements are carried out using the Cronbach's Alpha () statistical test tool. If the Alpha coefficient result is greater than the significance level of 0. 6, the questionnaire is reliable. Based on the results of the reliability test calculation, the Cronbach's Alpha values are each for product quality . , brand image . , and purchasing decisions . , so that the Cronbach's Alpha value is > 0. It can be concluded that the results of the reliability test on all variables are declared reliable. Responden Character Table 6 Gender Gender Amount Percentage Male Female Number Source: SPSS 25 output data processed by researchers in 2024 The number of respondents in Generation Z in Cianjur Regency based on gender is the largest among females with the number of respondents or 61% of the total number of 170 . %). Copyright A 2025. Ar-Rihlah: Jurnal Keuangan dan Perbankan Syariah Fakultas Ekonomi dan Bisnis Islam Universitas Suryakancana The Effect of Product Quality and Brand Image on Samsung Smartphone Purchase Decisions of Gen Z Cianjur Tanto Heryanto1*. Melinda Eksanti2 Ar-Rihah: Jurnal Keuangan dan Perbankan Syariah Vol. 05 No. 01 May 2025 Table 7 Respondent Characteristics Based on Age Interval Amount Percentage 14-19 Years 20-24 Years 25-29 Years Total Source: SPSS 25 output data processed by researchers in 2024 Table 8 Respondent Characteristics Based on Occupation Pekerjaan Jumlah Persentase PNS Karyawan Swasta Ibu Rumah Tangga Mahasiswa Pelajar/Siswa Lainnya Jumlah Source: SPSS 25 output data processed by researchers in 2024 The characteristics of respondents in Generation Z in Cianjur Regency based on age are that the majority of respondents are aged 20-24 years, namely 93 people . %) out of a total of 170 respondents . %). Based on table 8 above, it shows that the characteristics of respondents in Generation Z in Cianjur Regency based on the most jobs of the respondents who work as private employees are 83 people . 8%) out of a total of 170 respondents . %). Table 9 Respondents Based on Monthly Income Monthly Income Frequency Percentage < Rp. Rp. 001 s/d Rp. Rp. 001 s/d Rp. >Rp. Total Source: SPSS 25 output data processed by researchers in 2024 Copyright A 2025. Ar-Rihlah: Jurnal Keuangan dan Perbankan Syariah Fakultas Ekonomi dan Bisnis Islam Universitas Suryakancana The Effect of Product Quality and Brand Image on Samsung Smartphone Purchase Decisions of Gen Z Cianjur Tanto Heryanto1*. Melinda Eksanti2 Ar-Rihah: Jurnal Keuangan dan Perbankan Syariah Vol. 05 No. 01 May 2025 Based on table 9 above, it shows that out of 100% . , 61 respondents have a monthly income of Rp. 3,000,000. Normality Test Table 10 Results of Data Normality Test One-Sample Kolmogorov-Smirnov Test Unstandardized Residual Normal Parametersa,b Most Extreme Differences ,0000000 ,94609508 ,065 ,065 -,055 Mean Std. Deviation Absolute Positive Negative Test Statistic ,065 Asymp. Sig. -taile. ,079c Test distribution is Normal. Calculated from data. Lilliefors Significance Correction. Source: SPSS 25 output data processed by researchers in 2024 Based on the normality test, the Asymp. Sig. -taile. value is 0. 079 > 0. From these results, it can be concluded that the research data is normally distributed. Table 11 Auto-Correlation Test Model R Square Model Summaryb Adjusted Square Std. Error of the Estimate Durbin Watso 2,176 ,833a ,693 ,690 ,952 Predictors: (Constan. Brand Image. Product Quality Dependent Variable: Buying decision Source: SPSS 25 output data processed by researchers in 2024 Based on table 11 above, by comparing the Durbin-Watson . value of 2. 176 with the dU value of 1. 7730 and the 4-dU value of 2. 227, the d value is between dU and 4-dU or the test results formed are dU < d < 4Ae dU or 1. 7254 < 2. 176 < 2. 227 so it can be concluded Copyright A 2025. Ar-Rihlah: Jurnal Keuangan dan Perbankan Syariah Fakultas Ekonomi dan Bisnis Islam Universitas Suryakancana The Effect of Product Quality and Brand Image on Samsung Smartphone Purchase Decisions of Gen Z Cianjur Tanto Heryanto1*. Melinda Eksanti2 Ar-Rihah: Jurnal Keuangan dan Perbankan Syariah Vol. 05 No. 01 May 2025 that in this study there is no autocorrelation, meaning that the classical assumption analysis is not rejected and can be continued. Table 12 Multicollinearity Test Results Coefficients Model Unstandardize Coefficients Std. Error 1,271 Standardize Coefficient Beta Sig. Collinearit Statistics Tolerance VIF 12,37 ,000 1 (Constant 15,734 Kualita ,270 ,017 ,711 16,325 ,000 Produk Citra ,207 ,028 ,326 7,49 ,000 Merek Dependent Variable: Buying decision Source: SPSS 25 output data processed by researchers in 2024 ,96 1,032 ,96 1,032 Based on the table above, the tolerance value for the product quality and brand image variables is 0. 969 > 0. 10, and the VIF value is 1. 032 < 10. Therefore, it can be concluded that this regression model is free from multicollinearity problems, so the test results can be said to be reliable. Table 13 Glejser Heteroscedasticity Test Coefficients Model Unstandardize Coefficients Standardize Coefficient Beta Sig. Std. Error -1,698 ,830 -2,045 ,042 1 (Constan. Kualitas Produk ,019 ,011 ,137 1,786 ,076 Citra Merek ,035 ,018 ,150 1,959 ,052 Dependent Variable: Abs_RES Source: SPSS 25 output data processed by researchers in 2024 Based on the table above, the Sig. value for the product quality variable (X. Copyright A 2025. Ar-Rihlah: Jurnal Keuangan dan Perbankan Syariah Fakultas Ekonomi dan Bisnis Islam Universitas Suryakancana The Effect of Product Quality and Brand Image on Samsung Smartphone Purchase Decisions of Gen Z Cianjur Tanto Heryanto1*. Melinda Eksanti2 Ar-Rihah: Jurnal Keuangan dan Perbankan Syariah Vol. 05 No. 01 May 2025 > 0. 05, and the Sig. value for the brand image variable (X. 052 > 0. Therefore, it can be concluded that there are no symptoms of heteroscedasticity in the regression model. Table 14 Multiple Regression Test Results Coefficients Unstandardize Coefficients Standardize Model Coefficient Sig. Std. Error Beta 15,734 1,271 12,379 ,000 1 (Constan. Kualitas Produk ,270 ,017 ,711 16,325 ,000 Citra Merek ,207 ,028 ,326 7,490 ,000 Dependent Variable: Keputusan Pembelian Source: SPSS 25 output data processed by researchers in 2024 From table 14 above, the regression equation between product quality and brand image on purchasing decisions is as follows: Y = 15,734 0,270 X1 0,207 X2 The regression equation above can be interpreted as follows: The constant value is 15. 734, indicating that without the addition of product quality and brand image variables, the purchase decision value will remain at The coefficient value of the product quality variable is 0. 270, indicating that every one-fold increase in the product quality variable will also increase the purchase decision by 0. This assumes no additional variables. The coefficient value of the brand image variable is 0. 207, indicating that every one-fold increase in the brand image variable will also increase the purchase decision by 0. This assumes no additional variables. Table 15 Results of Determination Test Model Summaryb Adjusted Std. Error Model R Square of the Square Estimate ,833 ,693 ,690 ,952 Predictors: (Constan. Brand Image. Product Quality Copyright A 2025. Ar-Rihlah: Jurnal Keuangan dan Perbankan Syariah Fakultas Ekonomi dan Bisnis Islam Universitas Suryakancana The Effect of Product Quality and Brand Image on Samsung Smartphone Purchase Decisions of Gen Z Cianjur Tanto Heryanto1*. Melinda Eksanti2 Ar-Rihah: Jurnal Keuangan dan Perbankan Syariah Vol. 05 No. 01 May 2025 Dependent Variable: Buying Decision Source: SPSS 25 output data processed by researchers in 2024 Based on the table above, the R Square value is 0. This means that the product quality and brand image variables can influence purchasing decisions by 69. 3%, while the 7% is influenced by other variables outside the researcher's research. Table 16 Effective Contribution of Variables Variable Beta Regression Coefficient 0,711 Correlation R Square 0,768 69,3% 0,326 0,451 Source: SPSS 25 output data processed by researchers in 2024 From table 16 above, it can be seen that the effective contribution of the product quality variable (X. is greater, namely 54. 6% compared to brand image at 14. 7% towards the purchasing decision of Samsung Gen Z smartphones in Cianjur. Table 17 Results of Partial Variable Tests Coefficients Model Unstandardize Coefficients Standardize Coefficient Std. Error Beta 15,734 1,271 ,270 ,017 ,711 12,379 1 (Constan. Kualitas 16,325 Produk Citra Merek ,207 ,028 ,326 7,490 Dependent Variable: Buying Decision Source: SPSS 25 output data processed by researchers in 2024 Sig. ,000 ,000 ,000 Based on the table above, the Sig. The value for the product quality variable in the purchasing decision variable is 0. 000 < 0. 05, and the calculated t-value is 16. 325 > the ttable value of 1. Therefore, it can be concluded that the product quality variable has a partial influence on the purchasing decision variable. The Sig. value for the brand image variable in the purchasing decision is 0. 000 < 0. 05, and the calculated t-value is 7. 490 > the Copyright A 2025. Ar-Rihlah: Jurnal Keuangan dan Perbankan Syariah Fakultas Ekonomi dan Bisnis Islam Universitas Suryakancana The Effect of Product Quality and Brand Image on Samsung Smartphone Purchase Decisions of Gen Z Cianjur Tanto Heryanto1*. Melinda Eksanti2 Ar-Rihah: Jurnal Keuangan dan Perbankan Syariah Vol. 05 No. 01 May 2025 t-table value of 1. Therefore, it can be concluded that brand image has a partial influence on the purchasing decision. Based on the table below, the Sig. The value for the product quality and brand image variables in the purchasing decision is 0. 000 < 0. 05, and the calculated F value is 188. the t-table value of 3. Therefore, it can be concluded that the product quality and brand image variables simultaneously have a positive and significant influence on the purchasing Tabel 18 Hasil Uji F (Simulta. Model ANOVAa Sum of Squares Mean Sig. Squar 170,941 188,71 ,000 ,906 341,882 2 1 Regressio Residual 151,271 167 Total 493,153 169 Dependent Variable: Keputusan Pembelian Predictors: (Constan. Citra Merek. Kualitas Produk Source: SPSS 25 output data processed by researchers in 2024 Product Quality and Purchasing Decisions Based on the partial test results using the t-test, the t-table value with a 5% significance level was 1. Table 4. 62 yields a calculated t-value of 16. 325 with a Significance Level of 0. This indicates that the calculated t-value of 16. 325 > ttable 1. 654 and the Sig. 000 < 0. Therefore, it can be concluded that the Product Quality variable has a partial positive effect on Samsung smartphone purchasing decisions. Therefore, in this study. H1 is accepted. Therefore, it can be concluded that the better the product quality provided, the higher the purchase decision. Conversely, the worse the product quality, the lower the purchase decision. The theory supporting this research, according to Tjiptono . , "product quality is quality that encompasses efforts to meet or exceed consumer expectations. Quality encompasses products, services, people, processes, and the environment. " Companies that have innovations in their products will make consumers interested and as an alternative to make purchasing decisions and use a product that is considered good in making purchasing Copyright A 2025. Ar-Rihlah: Jurnal Keuangan dan Perbankan Syariah Fakultas Ekonomi dan Bisnis Islam Universitas Suryakancana The Effect of Product Quality and Brand Image on Samsung Smartphone Purchase Decisions of Gen Z Cianjur Tanto Heryanto1*. Melinda Eksanti2 Ar-Rihah: Jurnal Keuangan dan Perbankan Syariah Vol. 05 No. 01 May 2025 Brand Image and Purchasing Decisions Based on the partial test results using the t-test, the t-table value with a 5% significance level was 1. Table 4. 62 yields a t-count of 7. 490 with a sig. This indicates . -count of 7. 490 > t-table of 1. and a significance of 0. 000 < 0. Therefore, it can be concluded that the Brand Image variable has a partial positive effect on purchasing decisions for Samsung smartphones. Therefore. H2 is accepted in this study. Therefore, it can be concluded that the better the brand image, the higher the purchase decision. Conversely, the worse the brand image, the lower the likelihood of a purchase decision. The theory supporting this research, according to Kotler . , is that "brand image is a set of consumer beliefs about a particular brand. " Companies strive to build a positive image, aiming to establish a good reputation for their organization. This can influence consumers' decisions about whether to purchase the product. Product Quality and Brand Image on Purchasing Decisions Based on the results of simultaneous testing using the F-test, the F-table value with a 5% significance level was 3. Table 4. 65 yields a calculated F-value of 188. 715 with a significance level of 0. This indicates that the calculated F-value of 188. 715 is greater than the F-table value of 3. 05 and the Significance Level. Value of 0. 000 <0. 05, indicating that the Product Quality and Brand Image variables simultaneously have a positive and significant effect on Purchasing Decisions. Therefore. H3 is accepted in this study. The coefficient of determination obtained is 0. This means that the Product Quality and Brand Image variables can influence Purchasing Decisions by 69. 3%, while other variables outside the scope of the study influence the remaining 30. These results align with and support previous research by Ellinda Febrianty et al. who researched the Influence of Product Quality. Brand Image and Lifestyle on iPhone Smartphone Purchasing Decisions: A Study on Students of the 2019 Class of FEB UPN Veteran East Java, with the conclusion that partially and simultaneously product quality and brand image have a significant influence on purchasing decisions. CONCLUSION From the results and discussion, it can be concluded that both product quality and brand image have a positive and significant influence on the purchasing decision of Samsung Gen Z Cianjur smartphones, to some extent. Product quality is a variable that provides a Copyright A 2025. Ar-Rihlah: Jurnal Keuangan dan Perbankan Syariah Fakultas Ekonomi dan Bisnis Islam Universitas Suryakancana The Effect of Product Quality and Brand Image on Samsung Smartphone Purchase Decisions of Gen Z Cianjur Tanto Heryanto1*. Melinda Eksanti2 Ar-Rihah: Jurnal Keuangan dan Perbankan Syariah Vol. 05 No. 01 May 2025 greater effective contribution of 54. 6% than brand image, which is only 14. 7% on purchasing Product quality and brand image contribute 69. 3% and the remaining 30. 7% of purchasing decisions can be influenced by other variables outside of product quality and brand image. Therefore, companies must continue to maintain and improve the quality of their products by innovating and inventing new technologies for future product development. REFERENCES