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All Journal Riwayat: Educational Journal of History and Humanities
Setyawati, Apriliana Dwi
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Humanities Education Social Sciences

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Hubungan antara Brand Image dan Self Esteem dengan Keputusan Pembelian Produk Kosmetik secara Online Setyawati, Apriliana Dwi; Pramono, Ridwan Budi
Riwayat: Educational Journal of History and Humanities Vol 8, No 3 (2025): July, Social Studies, Educational Research and Humanities Research.
Publisher : Universitas Syiah Kuala

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24815/jr.v8i3.47883

Abstract

This study aims to examine the relationship between brand image and self esteem with online cosmetic product purchasing decisions. The rapid development of e-commerce has changed consumer behavior, particularly in the beauty industry. This study used a quantitative method involving 100 respondents who frequently purchase cosmetics online, purchasing twice a month. Data collection was conducted using a validated questionnaire, covering the brand image scale, self esteem, and purchasing decisions. The analysis technique used two-predictor regression and product moment. The results showed a significant positive relationship between brand image and self esteem with purchasing decisions. It can be concluded that the more positive the brand image and the higher a person's self esteem, the greater the likelihood of the individual making online cosmetic product purchasing decisions.
Co-Authors Ridwan Budi Pramono, Ridwan Budi