Beyond Price: Understanding the Interplay Between Perceived Value, Customer Satisfaction, and Purchase Intention Among Generation Z Consumers

Zulfa Fatimah Tuzzahro; Yuaniko Paramitra; Tatag Herbayu Latukismo

doi:10.58777/mbs.v4i1.710

Authors

Zulfa Fatimah Tuzzahro Faculty of Economics and Business, Krisnadwipayana University, Jakarta
Yuaniko Paramitra Faculty of Economics and Business, Krisnadwipayana University, Jakarta
Tatag Herbayu Latukismo Faculty of Economics and Business, Krisnadwipayana University, Jakarta

DOI:

https://doi.org/10.58777/mbs.v4i1.710

Keywords:

Price, Customer Satisfaction, Purchase Interest, Generation Z

Abstract

Understanding the factors that shape Generation Z's purchase intention is increasingly important in the fast-food industry, where price perceptions and customer experiences play critical roles in consumer decision-making. Although previous studies have examined the relationships between price, customer satisfaction, and purchase intention, further investigation is needed to clarify the mediating role of customer satisfaction in the relationship between price perception and purchase intention, particularly among Generation Z consumers in the fast-food sector. Therefore, this study examines the direct effect of price perception on purchase intention, the effect of customer satisfaction on purchase intention, the effect of price perception on customer satisfaction, and customer satisfaction's mediating role in the relationship between price perception and purchase intention. A quantitative explanatory research design was employed using primary data collected through questionnaires distributed to 100 Generation Z consumers of Mie Gacoan. The sample size was determined using the Lemeshow formula. This study contributes to consumer behavior literature by clarifying the mediating mechanism through which customer satisfaction connects price perceptions with Generation Z's purchase intention in the fast-food context. Practically, the findings offer insights into fast-food businesses to develop competitive pricing strategies while maintaining customer satisfaction to strengthen purchase intention among younger consumers.

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