Influencebrand Image on Purchase Decisions with Purchase Interest as a Mediation Variable in Natasha Beauty Clinic (Study of Natasha Clinic Consumers in Pekalongan)
Keywords:
Brand Image, Purchase Decision, Purchase IntentionAbstract
This research aims to find out how much influence brand image has on purchasing decisions with purchase intention as a mediating variable at the Natasha Beauty Clinic, a study on consumers of the Natasha Clinic in Pekalongan. This research uses a quantitative approach using primary data obtained from distributing written instruments or questionnaires and obtaining responses from 90 sample respondents using the survey method. Smart PLS (Partial Least Square) analysis is used for hypothesis analysis in this research and is research that takes a quantitative approach. Based on the results of the Smart PLS analysis test that has been carried out, it shows that Brand Image (X1) has a positive and significant effect on Purchasing Decisions (Y), Brand Image (X1) has a positive and significant effect on Purchase Interest (Z), Purchasing Decisions (Y) have a positive effect and significant to Purchase Interest (Z). positive and significant on Purchase Interest (Z), Purchase Interest (Z) has a positive and significant effect on Brand Image communication (X1) on Purchase Decisions (Y).
References
Alfatiha, RA, & Budiatmo, A. (2020). The Influence of Price and Service Quality on Purchasing Decisions Through Purchase Intention as an Intervening Variable (Study of Du Cafe Semarang Consumers). Journal of Business Administration.
Anggraeni, IA (2022). The Influence of Brand Image and Celebrity Endorser in the #SkincarenyaIndonesia Campaign Advertising on Natasha Skin Care Purchase Decisions (Study on UKSW Students Followers of the Instagram Account @natashaskincare). Thesis.
Chasanah, U., & Kurniyawati, V. (2022). The Influence of Jkt48 and Bcl as Xiaomi Brand Ambassadors and Brand Image on Purchasing Decisions with Purchase Intention as an Intervening Variable in Yogyakarta. The 5th Conference on Innovation and Application of Science and Technology.
Coaker, W. (2021). Branding With Images: The Ultimate Guide to Grow Your Business With Images: How to Build a Strong Brand Image. New York: Independently published.
Firmansyah, MA (2019). Product and Brand Marketing. Surabaya: CV. Qiara Media Publisher.
Ghadani, A., Muhar, MA, & Sari, AI (2022). The influence of brand ambassadors and brand image on purchasing decisions at Shopee mediated by brand awareness. Insight Management Journal, 110–118.
Ghozali, I. (2008). Structural equation modeling: Alternative method with partial least squares (pls). Diponegoro University Publishing Agency.
Herdiansyah, C., Welsa, H., & Cahyani, PD (2021). The Influence of Service Quality and Brand Image on Purchasing Decisions through Purchase Intention as an Intervening Variable. Management Development and Applied Research Journal, 2654-4504.
Keller, K. (2013). Strategic brand management: building, measuring, and managing brand equity. England: Preason Education.
Kinasih, AH, & Prabawani, B. (2020). The Influence of Lifestyle and Brand Equity on Decisions to Use Beauty Care (Study of Female Consumers of Natasha Skin Care Semarang). Journal of Business Administration, 250-258.
Kotler, P. (2012). Market Your Way To Growth. Canada: John Wiky and Sons, Inc, Hoboken, New Jersey.
Khansa, L., Nugroho, W. S., & Nurcahyono, N. (2022). The Effect of Liquidity, Leverage, Profitability and Firm size on Financial Distress with GCG as a Moderation Variable. MAKSIMUM: Media Akuntansi Universitas Muhammadiyah Semarang, 12(2), 143. https://doi.org/10.26714/mki.12.2.2022.143-153
Khasanah, L., Nugroho, W. S., & Nurcahyono, N. (2022). The Effect of Liquidity, Leverage, Company Size and Fixed Asset Intensity on Tax Aggressiveness. MAKSIMUM: Media Akuntansi Universitas Muhammadiyah Semarang, 12(2), 154. https://doi.org/10.26714/mki.12.2.2022.154-163
Khasanah, S. N. U., & Nurcahyono, N. (2021). Capacity, Pengaruh Operating Growth, Sales Dan, Arus K A S Terhadap, Leverage Distress, Financial. Jurnal Sustainable, 2(2), 357–371.
Kristiana, I., Nurkatik, & Nurcahyono, N. (2021). The effect of sak emkm-based accounting implementation, accounting knowledge, education level, and revenue on msme taxpayer compliance in reporting its tax obligations during the covid-19 pandemic. Universal Journal of Accounting and Finance, 9(6), 1422–1432. https://doi.org/10.13189/ujaf.2021.090620
Kristianingrum, A., Sukesti, F., & Nurcahyono, N. (2022). Pengaruh Mekanisme Good Corporate Governance, Kinerja Keuangan, dan Struktur Modal terhadap Pengungkapan Sustainability Report. Prosiding Seminar Nasional UNIMUS, 5, 432–444.
Nandira, N., & Ngaton, N. (2020). The Influence of Brand Image and Brand Trust on Purchasing Decisions Through Purchase Intention as an Intervening Variable (Study of Sariayu Martha Tilaar Consumers in Semarang City. Journal of Business Administration, 9(1), 198–208.
Nurwisata, DM, Purwanto, H., & Sidanti, H. (2022). The Influence of Brand Ambassador and Brand Image on Purchase Decisions for Scarlett Whitening Products with Purchase Intention as an Intervening Variable. Journal of Business Management and Accounting Innovation Seminar 4, 2686 - 1771.
Pratiwi, R. (2023). 7 Recommendations for the Best Beauty Clinics in Pekalongan. https://hellosehat.com/sehat/rumah-sakit/klinik-kecantikan-pekalongan/.
Rachma, SU (2023). Formulation of Sustainable Competitive Advantage Using Resource Based View at Baby Equipment Store X in Gresik City. Scientific Journal of Innovation Tire Business Management (Jmbi Unsrat), 2621-2331.
Sekaran, U. (2014). Research Methodology for Business (Research Methods for Business). Book 1 Edition 4. Jakarta: Salemba Empat.
Sholihin, M., & Ratmono, D. (2021). SEM-PLS Analysis with WarpPLS 7.0 for Nonlinear Relationships in Social and Business Research. Andi Publisher.
Sinaga, D. (2014). Basic Statistics. East Jakarta: UKI PRESS.
Sugiyono. (2019). Statistics for Research. West Java: Alfabeta, CV.
Swasty, W. (2016). Branding: Understanding and designing brand strategies. Bandung: PT Teen RosdakaryA.
Tonce, Y., & Rangga, Y.D. (2022). Interest and Purchase Decisions: A Review Through Perceptions of Product Price & Quality (Concept and Case Study). Indramayu: Adab Publishers.
Timoty, N. F. M., Nurcahyono, N., Yasaputri, K., & Jatiningsih, D. E. S. (2023). Predicting the Risk of Financial Distress Using Intellectual Capital and Financial Ratio. In International Conference on Business, Accounting, Banking, and Economics (Vol. 1, pp. 228–245). International Conference on Business, Accounting, Banking, and Economics. https://doi.org/10.2991/978-94-6463-154-8_22
Videsia, Y., Wibowo, R. E., & Nurcahyono, N. (2022). Pengaruh Profitabilitas Dan Ukuran Perusahaan Terhadap Ketepatan Waktu Pelaporan Keuangan. Review of Applied Accounting Research, 9(2), 219–228. https://doi.org/10.32534/jpk.v9i2.2407
Wardhana, A. (2022). Brand Marketing: The Art Of Branding. Bandung: Indonesian Science Media.
Winarno. (2013). Research Methodology in Physical Education. Malang: State University of Malang (UM PRESS).
