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).
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