<![CDATA[The objective of this study is to examine the factors that shape brand perception, with a specific emphasis on its impact on consumer buying intention. The study is grounded in the recognition that brand image plays a pivotal role in influencing consumer perceptions of products or services. This research employs the Systematic Literature Review (SLR) methodology to investigate the literature pertaining to brand image, encompassing factors such as product quality, endorser character, and digital presence. The results of SLR analysis indicate that brand image significantly impacts consumer purchase intention. The primary factors that determine this influence are product quality and the character of the endorser. The hypothesis test results indicate that brand image has a statistically significant and positive impact on purchase intention, as evidenced by a significant coefficient and a critical ratio (CR) value that surpasses the threshold. The analysis of the results encompasses practical implications for managers regarding marketing tactics that can enhance brand perception, particularly in relation to product excellence and the selection of an appropriate endorser persona. The research findings indicate that proficient comprehension and effective administration of brand image can serve as a pivotal factor in augmenting consumer purchasing inclination, fortifying brand-consumer associations, and bolstering enduring business prosperity.]]>
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