The Influence of Brand Image, Price, and Product Quality on Purchase Intention and Consumer Purchase Decision: A Study on Oriflame Products in Banjarmasin

This study investigates the influence of brand image, price, and product quality on purchase intention, and the effect of purchase intention on purchase decision, with a focus on consumers of Oriflame products in Banjarmasin. A quantitative approach was adopted, and data from 144 respondents were analyzed using Structural Equation Modeling (SEM) via AMOS. The results reveal that brand image and product quality significantly influence purchase intention, while price does not. Additionally, purchase intention strongly predicts actual purchasing behavior. These findings offer practical insights for marketing strategies in the cosmetics sector, particularly those operating under multi-level marketing (MLM) models.