PENGARUH SOCIAL MEDIA MARKETING DAN KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN DENGAN BRAND IMAGE SEBAGAI VARIABEL MEDIASI (Studi Pada Konsumen Daviena Skincare di Kota Malang)

In marketing activities, including those in the beauty business, purchase decisions are one of the key indicators of business success. This study aims to analyze and determine the influence of social media marketing and product quality on purchase decisions, mediated by brand image, among Daviena Skincare consumers in Malang City. The population in this study consists of consumers who have purchased and used Daviena Skincare products for at least the past three months. This research uses a quantitative approach with a total sample of 133 respondents, and data analysis was conducted using SmartPLS 4. The results show that social media marketing has no significant effect on brand image, product quality has a significant positive effect on brand image, brand image has a significant positive effect on purchase decisions, social media marketing has a significant positive effect on purchase decisions, product quality has no significant effect on purchase decisions, social media marketing has no significant effect on purchase decisions when mediated by brand image, and product quality has a significant positive effect on purchase decisions when mediated by brand image.