CONSUMER-CENTRIC MARKETING STRATEGY: HOW PRODUCT REVIEWS, BRAND IMAGE, AND BRAND AWARENESS ARE TRANSFORMING THE GAME IN THE BEAUTY INDUSTRY OF SURABAYA RAYA, INDONESIA.

One of the increasingly influential sources of information is online reviews, which are provided by consumers who have used a product or service. On the other hand, brand image and consumer perception of a brand's characteristics, quality, and value play a crucial role in shaping their perception of a product. This study aims to bridge this knowledge gap by identifying and analyzing how online reviews and brand image influence purchasing decisions for local beauty products. The focus is on how customer satisfaction acts as a bridge between the two factors.The researcher utilized primary data through a quantitative approach, focusing on users of local beauty products such as Wardah, Emina, Purbasari, etc. in the Greater Surabaya Area, East Java Province. Purposive sampling was employed as the sampling technique in this study. Hypothesis testing was conducted using the Partial Least Square (PLS) method through the SmartPLS 4 application.Based on the results of the direct influence hypothesis testing, it can be concluded that online customer reviews have a positive and significant effect on purchasing decisions. Brand image also has a positive and significant effect on purchasing decisions. However, brand awareness has a positive but insignificant effect on purchasing decisions. Additionally, online customer reviews have a positive and significant effect on brand awareness, while brand image has a negative and insignificant effect on brand awareness. Brand awareness can mediate the effect of online customer reviews on purchasing decisions, as well as the effect of brand image on purchases.