Musytari : Jurnal Manajemen, Akuntansi, dan Ekonomi

Vol. 25 No. 7 (2026): Musytari: Neraca Manajemen, Akuntansi, dan Ekonomi, ISSN 3025-9495
Articles

PENGARUH KUALITAS PRODUK, INOVASI PRODUK, DAN HARGA TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN GEN Z PADA POINT COFFEE X POKÉMON DI SURABAYA

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  • Disty Nashva Azizah,
  • Agung Pujianto,
  • Ni Made Ida Pratiwi
Disty Nashva Azizah
Universitas 17 Agustus 1945 Surabaya
Agung Pujianto
Universitas 17 Agustus 1945 Surabaya
Ni Made Ida Pratiwi
Universitas 17 Agustus 1945 Surabaya
DOI: https://doi.org/10.2238/115mjv60

Published 2026-06-26

Keywords

  • Product Quality,
  • Product Innovation,
  • Price,
  • Purchase Decision

How to Cite

PENGARUH KUALITAS PRODUK, INOVASI PRODUK, DAN HARGA TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN GEN Z PADA POINT COFFEE X POKÉMON DI SURABAYA. (2026). Musytari : Jurnal Manajemen, Akuntansi, Dan Ekonomi, 25(7). https://doi.org/10.2238/115mjv60

Abstract

The growth of the modern ready-to-drink coffee industry in Indonesia has encouraged retail brands to continuously strengthen their product quality, product innovation, and pricing strategies in order to attract Generation Z consumers, who tend to be critical, rational, and selective. One form of differentiation observed in this industry is the collaboration between Point Coffee, a ready-to-drink coffee brand owned by Indomaret, and the popular character franchise Pokémon, which presents limited-edition packaging design and special menu variants. This phenomenon raises questions regarding the extent to which product quality, product innovation, and price are able to influence the purchase decision of Generation Z consumers. This study aims to analyze the influence of Product Quality, Product Innovation, and Price on the Purchase Decision of Generation Z consumers toward Point Coffee X Pokémon products in Surabaya. This research employed a quantitative method with an associative approach. Data were collected through an online questionnaire (Google Form) distributed to 96 Generation Z respondents in Surabaya aged 18–29 years who had purchased Point Coffee X Pokémon, selected using a non-probability sampling technique with a quota sampling method, with the sample size determined through the Lemeshow formula. Data analysis was conducted using validity tests, reliability tests, classical assumption tests, multiple linear regression analysis, and hypothesis testing with the assistance of SPSS version 25. The results indicate that Product Quality, Product Innovation, and Price each have a positive and significant effect on Purchase Decision, both partially and simultaneously, with an Adjusted R Square of 0.526 (52.6%). This study is expected to provide insight for ready-to-drink coffee retailers regarding the importance of maintaining product quality, developing meaningful product innovation beyond visual packaging, and setting prices that reflect perceived value, in order to strengthen Generation Z consumers' purchase decisions toward collaborative coffee products. Keywords: Product Quality, Product Innovation, Price, Purchase Decision
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