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October 23, 2025International Journal of Tourism and Hospitality in Asia PasificOpen Access

The Influence of Brand Image, Digital Marketing, and Online Customer Reviews on Purchasing Decisions in the Skincare Industry

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Authors

III Gusti Ayu ImbayaniIPI Made Surya PrayogaNDNi Komang Ayu Putri Dwiyanti

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Overview

Quantitative analysis reveals brand image and digital marketing significantly influence purchasing decisions, suggesting strategies to enhance consumer trust.

Key Points

  • Purchasing decisions are significantly influenced by brand image and digital marketing strategies, with strong positive effects.
  • Data analysis using SPSS showed brand image impacts purchasing decisions with β = 0.680.
  • The study employed a quantitative research design with purposive sampling of 119 respondents who purchased Somethinc products.
  • These findings highlight the need to optimize digital marketing and manage online reviews to maintain consumer trust.

Cite This Study

Imbayani et al. (2025) studied this question.

synapsesocial.com/papers/68f9a0eb8ea8f2f37ee94c7dhttps://doi.org/10.32535/ijthap.v8i3.3756
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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 Brand Awareness, Perceived Quality, Celebrity Endorsement and Brand Equity on Buying Interest in Somethinc Skincare Product2025
  2. 2PENGARUH ONLINE REVIEW, BRAND IMAGE, PRICE, DAN TRUST TERHADAP PURCHASE DECISION PADA PRODUK SOMETHINC2025
  3. 3The Effect of Product Quality, Price Promotion and Brand Image on Purchasing Decisions at Somethinc Skincare2024 · 1 citations
  4. 4Skincare Consumer Purchasing Decisions: An Empirical Study on Somethinc Products2025
  5. 5The Influence of Online Reviews and Online Ratings on Consumer Purchase Decisions of Somethinc Products in Pekanbaru Area with Korean Wave as a Moderating Variable2025