PENGARUH BEAUTY LIFESTYLE TERHADAP PERILAKU PEMBELIAN DENGAN SELF-IMAGE SEBAGAI MODERASI: APLIKASI TEORI TPB (Studi Pada Pengguna Skintific di Sociolla Store Malang Olmypic Garden)

This study aims to describe the influence of customer perceptions of beauty lifestyle, self-image and purchasing behavior, then to test the influence of attitudes, subjective norms and perceived behavioral control about beauty lifestyle on purchase intentions for skintific skincare at Sociolla Store Malang Olympic Garden. Then to test the influence of purchase intentions on skintific skincare purchasing behavior at Sociolla Store Malang Olympic Garden, and aims to test the role of self-image in moderating the influence of purchase intentions on skintific skincare purchasing behavior at Sociolla Store Malang Olympic Garden. This study uses a quantitative approach with a sample of 246 users and buyers of skintific brand skincare for the period April-June 2025. The data collection technique for this study used a questionnaire that was distributed directly to respondents using a QR-Code. The data analysis method for this study uses Structural equation modeling with the help of Smart PLS 4 software. The results of this study found that only attitudes and perceived behavioral control about beauty lifestyle have a positive and significant effect on purchase intentions. Meanwhile, subjective norms about beauty lifestyle do not have a significant effect on purchase intentions for skintific brand skincare at Sociolla Store Malang Olympic Garden. The results of this study also found that purchase intention has a positive and significant effect on the purchasing behavior of skintific brand skincare at Sociolla Store Malang Olympic Garden. In addition, it is also known that self-image can strengthen the relationship between purchase intention and skintific skincare purchasing behavior at Sociolla Store Malang Olympic Garden.