Hubungan antara Brand Image dan Self Esteem dengan Keputusan Pembelian Produk Kosmetik secara Online

Abstract

This study aims to examine the relationship between brand image and self esteem with online cosmetic product purchasing decisions. The rapid development of e-commerce has changed consumer behavior, particularly in the beauty industry. This study used a quantitative method involving 100 respondents who frequently purchase cosmetics online, purchasing twice a month. Data collection was conducted using a validated questionnaire, covering the brand image scale, self esteem, and purchasing decisions. The analysis technique used two-predictor regression and product moment. The results showed a significant positive relationship between brand image and self esteem with purchasing decisions. It can be concluded that the more positive the brand image and the higher a person's self esteem, the greater the likelihood of the individual making online cosmetic product purchasing decisions.