The Influence of Brand Image of Maybelline Products on PurchaseDecision Through Purchase Intention as an Intervening Variable

Abstract

This study aims to provide empirical understanding of the complex relationship Brand Image, and Purchase
Decision through Purchase Intention in the modern cosmetic industry context Specifically, it discusses the
role of personal Brand representation, how consumer perception of Maybelline's Brand Image is formed,
and how this influences consumer Purchase Intention and Decision. Data was collected through online
questionnaires distributed via Google Forms. Path analysis was used as the data analysis technique to test
the causality Brand Image (intervening variables), Purchase Intention (intervening variable), and their
contribution to Purchase Decision (dependent variable). The population for this study was Maybelline
product consumers with a sample of 75 respondents selected using purposive sampling.
The results indicate that Brand Image significantly influences Purchase Intention, but does not have a
significant statistical influence on Purchase Decision, with a negative coefficient indicating an inverse
relationship. Purchase Intention shows a very significant and positive influence on Purchase Decision,
suggesting that higher Purchase Intention leads to a greater likelihood of Purchase. This study contributes
to bridging marketing theory with evolving real-world practices by examining the increasing influence of
social media and global consumer preferences. 13It specifically investigates the effectiveness the cosmetic
industry, where such strategies are not yet fully understood.