PENGARUH BRAND IMAGE DAN KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN PADA PRODUK SKINCARE SKINTIFIC DI MARKETPLACE SHOPEE

Purchasing decisions are one of the important components that can shape market demand. By paying attention to purchasing decisions, businesses can create marketing plans to attract customers to buy something. The aim of this research is to determine the influence of brand image on purchasing decisions for Skintific skincare and to determine the influence of product quality on purchasing decisions for Skintific skincare, as well as the dominant influence of brand image or product quality on purchasing decisions for Skintific skincare. This research was conducted on Skintific skincare users who made purchases on the Shopee marketplace with a total of 112 respondents taken using a purposive sampling technique. This research uses multiple linear regression analysis methods. Instrument testing and data management using the SPSS 25 application. The results of this research are that brand image partially has a significant influence on the decision to purchase Skintific skincare, product quality partially has a significant influence on the decision to purchase Skintific skincare, and product quality has a dominant influence on the decision to purchase Skintific skincare.