<![CDATA[Objectives: This study aims to examine the effect of brand image and product quality on purchase intention and consumer purchase decisions for Wardah skincare products. It also explores the role of purchase intention as a mediating factor.Methodology: A quantitative research design using Structural Equation Modeling Partial Least Squares (SEM-PLS) was employed to analyze data collected from 100 Shopee users who purchased Wardah products. The data was processed using SmartPLS version 3.0 software.Findings: The research found that both brand image and product quality have a significant and positive impact on purchase intention. Furthermore, purchase intention serves as an intervening variable that mediates the influence of brand image and product quality on purchase decisions. A positive brand image and high product quality increase the likelihood of a consumer making a purchase decision.Conclusion: The study concludes that Wardah’s brand image and product quality are critical factors in shaping consumers’ purchase intentions and decisions. By strengthening these two elements, Wardah can enhance customer loyalty and improve overall business performance in the competitive skincare market. ]]>
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