Pengaruh Brand Image Dan Promosi Online Terhadap Keputusan Pembelian Produk Skincare Lokal Melalui E-Commerce

This study examines the effect of brand image and online promotion on purchase decisions for local skincare products on e-commerce platforms. A quantitative survey was conducted on consumers selected through purposive sampling, and the data were analyzed with multiple linear regression. The results show that brand image and online promotion each have a positive and significant effect on purchase decisions, and together they also have a significant effect. Brand image turns out to be the stronger driver. Local brands should therefore prioritize strengthening brand image and support it with consistent online promotion.