THE INFLUENCE OF BRAND IMAGE AND BRAND AWARENESS ON THE PURCHASE DECISION OF SKINTIFIC BEAUTY PRODUCTS

Abstract

This study aims to analyze the influence of brand image and brand awareness on the purchase decision of Skintific beauty products. The Indonesian beauty industry has experienced rapid growth with the emergence of local brands capable of competing with international brands. Skintific, as a relatively new local beauty brand, has successfully attracted consumer attention through effective digital marketing strategies. This research uses a quantitative method with a survey technique involving 200 Skintific consumers in the Greater Jakarta area (Jabodetabek). The data was analyzed using Structural Equation Modeling (SEM) with the help of AMOS software. The results show that brand image has a positive and significant influence on purchase decisions (β = 0.456; p < 0.05), and brand awareness also has a positive and significant influence on purchase decisions (β = 0.378; p < 0.05). Simultaneously, brand image and brand awareness explain 67.3% of the variation in Skintific product purchase decisions. These findings imply the importance of building a strong brand image and increasing brand awareness to drive consumer purchase decisions.