PENGARUH BRAND IMAGE TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN PRODUK KECANTIKAN WARDAH COSMETICS

The company's successful implementation of marketing strategies has a significant impact on consumer buying decisions. The objective of this study is to analyse the influence of brand image on consumer buying decisions for Wardah Cosmetic items among the 2021 academic cohort of Management Study Program Students at Wahid Hasyim University. The present work employs a quantitative methodology, utilising the SEM Smart PLS software as the analytical tool. This methodology employs Purposive Sampling, a sampling technique distinguished by the intentional selection of sample participants based on the study's objective. In this study, the sample size comprised 68 respondents. The employed analytical approach is multiple linear regression analysis. Based on the results of the partial test research, it is evident that brand image significantly influences Consumer Purchasing Decisions. Moreover, the model feasibility test clearly validates the substantial impact of brand image on consumer buying choices.