PENGARUH BRAND IMAGE, KUALITAS PRODUK, DAN PENGALAMAN PELANGGAN TERHADAP KEPUTUSAN PEMBELIAN SKINCARE SKINTIFIC

This research aims to determine and analyze the influence of brand image, product quality and customer experience on skincare purchasing decisions in Indonesia. This research uses a quantitative approach. The population in this study were all consumers who had used Skintific skincare. The number of samples used was 222 people, with sampling determined using non-probability sampling. Data analysis in this research was carried out using the partial least squares (PLS) method using SmartPLS software version 3.2.9. The results of the research state that brand image has a positive and significant effect on purchasing decisions (P value = 0.000 < 0.05), product quality has a positive and significant effect on purchasing decisions (P value = 0.008 < 0.05), customer experience has a positive and significant effect positive and significant effect on purchasing decisions (P value = 0.000 < 0.05). So it can be concluded that the better the brand image that is built, the better the quality of the products provided and the better the customer experience they feel, the better the decision to purchase skintific skincare.

Keywords: Brand Image, Product Quality, Customer Experience, Purchasing Decisions, Skintific, Skincare.