PENGARUH DIGITAL CAMPAIGN DAN BRAND IMAGE TERHADAP PERILAKU PEMBELIAN SKINCARE KAHF DENGAN NIAT PEMBELIAN SEBAGAI MEDIASI

This study aims to examine the influence of digital campaign and brand image on Kahf skincare purchasing behavior, with purchase intention as a mediating variable. Using a quantitative approach with a survey method on 252 male respondents who use Kahf skincare, the data were analyzed using Structural Equation Modeling (SEM) based on Partial Least Square (PLS). The results showed that digital campaign and brand image had a positive and significant effect on purchasing behavior, both directly and indirectly through purchase intention. This finding emphasizes the importance of digital marketing strategies and brand positioning in building consumer loyalty in the men's skincare industry. The practical implication is that Kahf needs to optimize attractive digital campaigns and maintain a good brand image to increase consumer purchase intentions and actions.