DOES BRAND IMAGE MEDIATE NUTRI-CLAIMS AND PRICE EFFECTS ON GENZ BEVERAGE CHOICE?

This study investigates the trend of healthy lifestyle in Generation Z consumers in Makassar and the adjustment the industry does towards the brand. The research studies the effects of Nutrition Claims and Price Perception towards the Purchase Intention of Generation Z consumers towards packaged beverages with Brand Image as a mediating factor. The respondents consists of 198 Generation Z living in Kota Makassar who have bought or consumed packaged beverages within the last three months. The dat