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October 10, 2025International Journal of Application on Economics and Business

Representation of Women in Advertising on Consumer Purchase Decisions Through Brand Image in Beauty Products

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Authors

HAHelen AngelinaFSFrangky Selamat

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Overview

Descriptive studies reveal brand image mediates purchase decisions in women, suggesting key marketing strategies.

Key Points

  • Gender representation positively influences purchase decisions in female consumers, emphasizing its importance in advertising.
  • Findings demonstrate that both gender stereotypes and female advertising enhance brand image significantly.
  • This quantitative study utilized a cross-sectional method to analyze data from 201 female respondents in Jakarta.
  • Insights gathered could help brands refine their advertising strategies by highlighting the significance of gender representation.

Cite This Study

Angelina et al. (2025) studied this question.

synapsesocial.com/papers/68e861857ef2f04ca37e3ce5https://doi.org/10.24912/ijaeb.v3i2.1001-1011
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Also Consider

Synapse has enriched 5 closely related papers on similar clinical questions. Consider them for comparative context:

  1. 1The Influence of Advertising, Brand Image, and Product Quality on Purchase Decisions of Skincare Beauty Products in Medan2024 · 1 citations
  2. 2PENGARUH INFLUENCER MARKETING, BRAND IMAGE, CUSTOMER TRUST, DAN BUYING INTEREST TERHADAP PURCHASE DECISION PRODUK KECANTIKAN2025 · 2 citations
  3. 3The Influence of Brand Image, Brand Trust, and Advertising on the Purchase Decision of Wardah Cosmetic Products in Lima Plaza in South Jakarta2024
  4. 4Influence of Cosmetic Advertising on Purchasing Patterns: An Examination of Beauty Product Impact on Female University Students in Punjab2024
  5. 5CUSTOMER SELF-CONGRUITY AND BRAND IMAGE ON PURCHASE DECISION: THE ROLE OF GENDER AND AGE AS CONTROL VARIABLES2024