Page 235 - MARSIUM'21 COMP OF PAPER

FYP PROPOSAL
JULY 2021
AHIBS UTM SKUDAI

THE EFFECT OF BRAND IMAGE TOWARD PURCHASE

INTENTION ON MAKEOVER COSMETICS BRAND IN INDONESIA

GEBY FIRSTANIA ROLANDA RAMBE, ENCIK AHMAD SHARIFUDDIN BIN SHAMSUDDIN

Azman Hashim International Business School, Universiti Teknologi Malaysia, Johor Bahru

*Corresponding author: firstania@graduate.utm.my

Abstract

The purpose of this study was to ascertain the effect of brand image on purchase intention. The researchers recruited 165 respondents in
Indonesia for this study. This study lasted two months, from December 2021 to January 2022. This study employed a survey method with a
causation-based approach. Collecting data via the use of books and surveys. The data were analysed using the SmartPLS software version
3, which included PLS (Partial Least Squares) and structural equation analysis (SEM). The findings indicated that the price is the most
influential element on purchase intention. Meanwhile, the Brand Image is a factor that influences Purchase Intention.

Keywords: Brand image,cosmetic brand, purchase intention

■ 1.0 INTRODUCTION

Marketing is a key function that organisations must conduct in order to maintain their operations and promote their brands.
(Emerald Insight, 2022). As a result, marketing has become a critical component in establishing a brand's image with customers. The brand's
image has an effect on a product's appeal to potential purchasers. (Wijaya and Annisa, 2020). The customer's interest in acquiring a product
is mostly piqued by the name of the brand built by the corporation, which has implemented a marketing strategy for the brand. (Todd, 2021).
At this point, brand image has an essential position in influencing purchase attention among costumers.
As one of the product that also famous among women, the Makeover as cosmetic product has a well-known brand image among
users and has attached many of women to purchase this product (Home Plos, 2022). Taking a break from the facts discussed previously, the
author will begin this chapter by summarising the study that will be done. The author begins by providing context for the investigation.
Additionally, a discussion of the issue statement, the research questions, and the study's objectives will take place. Additionally, the scope
and significance of the study are discussed. Finally, the chapter examines the Effect of Brand Image on Purchase Intention from both
conceptual and operational perspectives.

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