THE EFFECT OF BRAND IMAGE ON IMPULSIVE BUYING BEHAVIOR OF SKINTIFIC CONSUMERS
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Abstrak
Dengan meningkatnya persaingan di industri kecantikan, penting bagi merek untuk menciptakan citra yang kuat agar dapat memengaruhi keputusan pembelian konsumen. Penelitian ini bertujuan untuk menganalisis pengaruh brand image terhadap perilaku impulsive buying pada konsumen produk Skintific. Penelitian ini menggunakan metode kuantitatif dengan pendekatan survei, di mana data dikumpulkan melalui kuesioner yang disebarkan kepada 57 responden yang menggunakan produk Skintific. Hasil analisis regresi menunjukkan bahwa brand image memiliki pengaruh signifikan terhadap perilaku impulsive buying. Hal ini mengindikasikan bahwa semakin kuat citra merek Skintific, semakin tinggi kemungkinan konsumen melakukan pembelian impulsif. Temuan ini memberikan wawasan penting bagi perusahaan dalam merancang strategi pemasaran yang dapat meningkatkan citra merek dan mendorong perilaku pembelian impulsif.
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Referensi
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