PENGARUH PROMOSI PENJUALAN DAN INFLUENCER ENDORSEMENT TERHADAP KEPUTUSAN PEMBELIAN MELALUI BRAND IMAGE SEBAGAI VARIABEL MEDIASI (Studi Pada Konsumen Toko Ghealsy.Id Kota Malang)

The development of the Indonesian economy, as well as other countries, is always in line with increasing purchasing power and consumer culture. Especially in the fashion industry, this is very clear. Fashion has become an important part of everyone's life, whether they realize it or not. With fashion, everyone can express themselves without having to communicate directly. Fashion is a primary human need that cannot be separated from aspects of everyday life. Ghealsy.Id Fashion Store Malang is one of the companies operating in the fashion industry which was established in 2016. The shop sells various fashion products such as clothes, bags, sandals, shoes, even cosmetics and several other accessories in Malang City. This study aims to analyze the influence of sales promotions and influencer endorsements on purchasing decisions through brand image as a mediating variable. This research method uses a quantitative method with a sample of 160 respondents. The results of this study state that the influence of sales promotions and influencer endorsements on purchasing decisions, with brand image as a mediating variable, shows positive and significant results overall.