The Mediating Role of Brand Image on the Influence of Innovation on Purchase Decision of Skintific Products in Indonesia
DOI:
https://doi.org/10.59247/bim.v2i2.283Keywords:
Innovation, Brand Image, Purchase Decision, Online Purchase, CosmeticsAbstract
This study aims to examine the mediating role of brand image in the relationship between innovation and purchasing decisions of Skintifik products in Indonesia. In the increasingly competitive cosmetic market, product innovation is one of the key factors that can attract consumers' attention, but its influence on purchasing decisions is also influenced by how consumers view the brand image of a product. This study uses a survey method involving respondents who have used or are interested in purchasing Skintifik products. The results of the analysis show that product innovation has a significant positive influence on purchasing decisions, but this influence is strengthened through a positive brand image. Brand image is proven to act as a mediating variable that links innovation to purchasing decisions, where innovation that is well received by consumers will improve brand image which in turn drives purchasing decisions. These findings suggest that companies need to integrate product innovation with a strong brand image management strategy to effectively influence consumer purchasing decisions.
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