Page 33 - MARSIUM'21 COMP OF PAPER

THE EFFECT OF BRAND IMAGE TOWARD PURCHASE INTENTION ON

MAKEOVER COSMETICS BRAND IN INDONESIA

Geby FirstaniaRolando Rambe, En. 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

11