PENGARUH PROMOSI ONLINE DAN ONLINE CUSTOMER REVIEW TERHADAP NIAT BELI PRODUK MELALUI BRAND IMAGE SEBAGAI VARIABEL INTERVENING (Studi Konsumen Kosmetik Somethinc pada Gen Z di Kota Malang)

This study aims to analyze how online promotion and Online Customer Review influence Product Purchase Intention through Brand Image as a mediating variable. This study uses a quantitative approach. Data were collected from 160 Generation Z respondents who were first-time Somethinc product users for the past 6 months and who had watched online promotions and read customer reviews on Somethinc's Instagram in Malang City by filling out a questionnaire. This study uses the SEM-PLS method with the help of SmartPLS version 3 software to process the data. The results of the study concluded that online promotion and Online Customer Review have proven to have a positive and significant effect on Product Purchase Intention through Brand Image as a mediating variable.