Brand Image And Purchase Decisions: The Mediating Role Of Product Quality Skintific”S On Tiktok.

This study examines the influence of brand image on consumer purchase decisions, with product quality as an intervening variable, focusing on Generation Z users of Skintific products on TikTok. Using a quantitative method with 100 respondents, data were analyzed through descriptive statistics and path analysis. Results show that brand image significantly affects product quality, and product quality significantly influences purchase decisions. However, product quality does not significantly mediate the relationship between brand image and purchase decisions, suggesting that Generation Z consumers evaluate brand image and product quality independently. Descriptive analysis categorized Skintific’s brand image, product quality, and purchase decisions as “Good.” Porter’s Five Forces analysis indicates Skintific maintains competitiveness through innovation, influencer marketing, and active social commerce strategies. The study concludes that while a strong brand image attracts consumer attention, consistent product quality is the key determinant in final purchase decisions. This research contributes to a deeper understanding of Gen Z consumer behavior in the context of digital marketing and social commerce. Abstrak. Penelitian ini mengkaji pengaruh citra merek terhadap keputusan pembelian konsumen dengan kualitas produk sebagai variabel intervening, dengan fokus pada pengguna Generasi Z produk Skintific di platform TikTok. Metode yang digunakan adalah kuantitatif dengan 100 responden, dan data dianalisis menggunakan statistik deskriptif dan analisis jalur (path analysis). Hasil penelitian menunjukkan bahwa citra merek berpengaruh signifikan terhadap kualitas produk, dan kualitas produk berpengaruh signifikan terhadap keputusan pembelian. Namun, kualitas produk tidak secara signifikan memediasi hubungan antara citra merek dan keputusan pembelian, yang menunjukkan bahwa konsumen Gen Z cenderung mengevaluasi citra merek dan kualitas produk secara terpisah. Analisis deskriptif menunjukkan bahwa citra merek, kualitas produk, dan keputusan pembelian Skintific dikategorikan sebagai “Baik”. Melalui analisis Porter’s Five Forces, Skintific mampu menjaga daya saing melalui inovasi, kolaborasi dengan influencer, dan strategi social commerce yang aktif. Kesimpulannya, meskipun citra merek yang kuat menarik perhatian konsumen, kualitas produk yang konsisten merupakan penentu utama dalam keputusan pembelian akhir. Penelitian ini memberikan kontribusi terhadap pemahaman perilaku konsumen Gen Z dalam konteks pemasaran digital dan social commerce.