Page 237 - MARSIUM'21 COMP OF PAPER

215 Geby Firstania Rolanda Rambe (2022)

1.2 PROBLEM STATEMENT

Globalization facilitates the flow of information, accelerating efforts to develop good product images. Numerous studies have demonstrated
that brand image has an effect on the attention of consumer buyers when it comes to domestic items that can infiltrate international markets.
One of these items is Make Over, which specialises in women's cosmetics. Apart from the accomplishments, the Make Over brand image is
increasing in value, and it is feasible to impact consumer interest in purchasing in Indonesia. As a result, the author hypothesises that the
brand image established by Make Over has an effect on consumer purchasing interest in Indonesia.

1.3 RESEARCH QUESTIONS

Here are the research questions to investigate more about the findings of this study:
1. Is there any effect of brand image toward purchase attention on Make Over’s cosmetic product?
2. What is the most factor that influence the consumers’ on purchase intention from Make Over’s cosmetic product?

1.4 RESEARCH OBJECTIVES
1. To identify the effect of brand image toward purchase attention on Make Over’s cosmetic product
2. To determine the most significant factor that influence the consumers’ on purchase intention from Make Over’s cosmetic product

1.5 SCOPE OF STUDY

This study is quantitative in nature, utilising the technique of simple linear regression analysis. The purpose of this study is to determine
the effect of brand image on purchase intention among customers who have purchased make-up products in Indonesia. The independent
variable is brand image, which will be defined by three characteristics: mystique (cognitive experiences), sensuality (sensory experiences),
and intimacy (emotional experiences). (Todd, 2021) The dependent variable is intention to purchase, which will be assessed using a scale
designed by ((Augumenting the theory of planned behaviour, 2022)

1.5 SIGNIFICANCE OF STUDY

This study will shed fresh light on the effect of brand image on purchase intention for domestic products that are segmented for
overseas markets by domestic consumers. The reader will gain a better understanding of the role of brand image in supporting purchase
intention as a result of this research..

■ 2.0 LITERATURE REVIEW

2.0 INTRODUCTION

This chapter provides a detailed discussion of both the independent and dependent variables. A literature review is necessary for any
research project since it enables the researchers to gain a deeper grasp and knowledge of the study's variables by drawing insights from prior
studies. The researcher reviews prior research and theoretical foundations for brand image advancement and purchase intention. Additionally,
this chapter discusses the link between the two variables and the research framework developed as a result of this study.
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