Pengaruh Brand Awareness dan Brand Image terhadap Keputusan Pembelian Generasi Z pada Produk RUCAS di Kota Jakarta

The local fashion industry in Indonesia is rapidly expanding alongside digital technological advancements, fostering intense competition among brands to capture the attention of consumers, particularly Generation Z. This generation is digitally active and quick to adopt trends; consequently, brand awareness and brand image have become crucial factors in purchasing decisions. This study aims to examine the influence of brand awareness and brand image on Generation Z's purchasing decisions regarding RUCAS products in Jakarta. A quantitative research method with an explanatory approach was employed, involving 100 Generation Z respondents aged 17–27 who had previously purchased RUCAS products. Data were collected via Likert-scale questionnaires and analyzed using multiple linear regression with IBM SPSS. The results indicate that brand awareness has a significant positive effect on purchasing decisions (p=0.034), as does brand image (p=0.000), with the latter exerting a more dominant influence. Simultaneously, both variables significantly influence purchasing decisions (p=0.000). These findings confirm that enhancing brand awareness and establishing a positive brand image can strengthen Generation Z consumers' purchasing decisions regarding RUCAS products. This study offers both academic and practical contributions, serving as a basis for marketing strategies to boost the competitiveness of local fashion brands among young consumers in Jakarta.