Influence of Promotion, Product Quality, and Brand Image on Purchase Decisions for Scarlett Whitening Body Lotion among UTM Jakarta Students: Mediating Role of Purchase Intention
DOI:
https://doi.org/10.55927/jambak.v5i1.13Keywords:
Promotion, Product Quality, Brand Image, Purchase Intention, Purchase DecisionAbstract
This study examines the effects of promotion, product quality, and brand image on purchase decisions for Scarlett Whitening Body Lotion, with purchase intention serving as a mediating variable among students at Muhammadiyah University of Technology Jakarta. Using a quantitative, cross-sectional survey design, data were collected from 100 students selected through purposive sampling and analyzed using Structural Equation Modeling–Partial Least Squares (SEM-PLS). The findings reveal that promotion and brand image significantly enhance purchase intention, whereas product quality does not. Purchase intention significantly influences purchase decisions and mediates the effects of promotion and brand image, but not product quality. These findings highlight the pivotal role of purchase intention in consumer decision-making and suggest that strengthening promotional effectiveness and brand image is more critical than relying solely on product quality to increase purchase decisions.
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