Pengaruh Promosi dan Brand Image Terhadap Keputusan Pembelian Moisturizer Gel Viva di Marketplace Shopee Pada Masyarakat Semper Timur

Abstract

This study aims to examine the influence of promotion and brand image on consumer’s pruchase decisions regarding Viva Moisturizer Gel on the Shopee marketplace among the residents of Semper Timur, North Jakarta. This research was motivated by the low level of consumer awareness and sales of Viva Cosmetics products amid the increasingly intense competition in the skincare industry. This study employed a quantitative research approach. The sample consisted of 100 respondents selected using the Slovin formula. Primary data were collected through a questionnaire and analyzed using SPSS version 26. the findings reveal that promotion has a positive and significant effect on purchase decisions. Similarly, brand image also has a positive and significant effect on purchase decisions. Furthermore, promotion and brand image simultaneously of determination indicates that promotion and brand image jointly explain 45,4% of the variance in purchase decisions, while the remaining 54,6% is influenced by other factor outside the scope of this study. Among the two independent variables, promotion has a more dominant influence on purchase decisiions than brand image. Based on these findings, it is recommended that Viva Cosmetics optimize its promotional strategies while strenghthening its brand image to create a more modern and attractive perception that aligns with the preferences of today’s young consumers.