PENGARUH CITRA MEREK TERHADAP KEPUTUSAN PEMBELIAN MELALUI MINAT BELI (Studi Pada Konsumen Masker Mugwort Clay Stick Skintific)

This study aims to describe the condition of brand image, purchase intention and
purchase decision, analyze the influence of brand image on purchase decision,
analyze the influence of brand image on purchase intention, analyze the influence
of purchase intention on purchase decision, analyze the role of purchase intention
in mediating the influence of brand image on purchase decision. The population in
this study were consumers of mugwort clay skintific in Malang City with a total of
110 respondents using purposive sampling technique. The method used was the
process macro hayes with SPSS 25. The results of this study indicate that brand
image has a significant positive effect on purchase decision, brand image has a
significant positive effect on purchase intention, purchase intention has a
significant positive effect on purchase decision and purchase intention can mediate
the influence of brand image on purchase decision.