Exploring the impact of brand image and perceived value on purchasing decisions through buyer interest

This study analyzes the influence of brand image and perceived value on purchasing decisions through consumer buying interest. In this context, brand image is measured by brand values, brand image, and consumer trust. Meanwhile, perceived value is evaluated through consumer perceptions of product quality, benefits provided, and the relationship between price and benefits. This research is descriptive quantitative and uses non-probability purposive sampling techniques. The sample consisted of customers of body cream products from 100 respondents. Data were collected using an online questionnaire with Likert scale measurements and processed using the Partial Least Square-Structural Equation Modeling (PLS-SEM). The tool for processing data in this study is SmartPLS 3.0 Software. The result of this study is that brand image affects purchasing decisions, but perceived value does not. Brand image and perceived value partially affect buying interest. Then, purchase interest can mediate brand image and perceived value in purchasing decisions. The Body Shop should improve its brand image because it significantly affects people's purchasing choices. Highlighting the company's values and dedication to sustainability can enhance how the brand is perceived. Although perceived value may not be the sole reason for purchases, it increases interest in buying when paired with a strong brand image. The Body Shop can increase sales by creating a solid value proposition and generating interest in purchasing, effectively linking brand image, perceived value, and buying decisions.