ADVERTISING AND BRAND IMAGE ON PURCHASE INTENTION: THE ROLE OF PRODUCT QUALITY

Fachoirunisa Lailatul Hafsah; Siska Maya

doi:10.30998/jabe.v12i1.3639

Authors

Fachoirunisa Lailatul Hafsah Author
Siska Maya Universitas Indraprasta Jakarta Author

DOI:

https://doi.org/10.30998/jabe.v12i1.3639

Keywords:

Advertising, Brand Image, Product Quality, Purchase Intention

Abstract

This study investigates the influence of advertising and brand image, mediated by product quality, on consumer purchase intention from Scarlett Whitening beauty products in Cibinong, Indonesia. Using a quatitative survey approach, data were collected from 100 respondents through structured questionnaires and analyzed using Partial Least Square Structure Equation Modeling (PLS-SEM) via SmartPLS 4.0. The results reveal that: (1) advertising not significant direct effect on purchase intention;(2) brand image has a significant positive effect on purchase intention; (3) product quality has a significant positive effect on purchase intention; (4) advertising significantly influences purchase intention through the mediation of product quality; and (5) brand image not significant affect purchase intention when mediated by product quality. The model explains 72,9% of variance in purchase intention and 76,6% in product quality (R²), with a predictive relevance (Q²) of 93.7%. These findings underscore the critical role of brand image and product quality as primary determinants of purchase intention in the Indonesian local beauty market, while suggesting that advertising effectiveness requires product quality as a mediating bridge.

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