<![CDATA[The development of the skincare industry in Indonesia has encouraged companies to employ increasingly aggressive promotional strategies, one of which is advertising with exaggerated claims. On the other hand, a strong brand image can influence consumer trust and purchasing decisions. This study aims to analyze the influence of overclaims in advertising and brand image on purchasing decisions for the Azarine skincare serum product. This study used a quantitative approach with a survey method. The sample consisted of 30 Pamulang University students who had used Azarine products. Data analysis used multiple linear regression with SPSS. The results showed that overclaims in advertising significantly influenced purchasing decisions, brand image significantly influenced purchasing decisions, and overclaims in advertising and brand image simultaneously significantly influenced purchasing decisions for the Azarine serum product. Keywords: Advertising Overclaims, Brand Image, Purchasing Decisions, Azarine Abstrak Perkembangan industri skincare di Indonesia mendorong perusahaan untuk menggunakan strategi promosi yang semakin agresif, salah satunya melalui iklan dengan klaim berlebihan (overclaim). Di sisi lain, brand image yang kuat dapat memengaruhi kepercayaan dan keputusan pembelian konsumen. Penelitian ini bertujuan untuk menganalisis pengaruh overclaim dalam iklan dan brand image terhadap keputusan pembelian produk skincare serum Azarine. Penelitian ini menggunakan pendekatan kuantitatif dengan metode survei. Sampel penelitian berjumlah 30 mahasiswa Universitas Pamulang yang pernah menggunakan produk Azarine. Teknik analisis data menggunakan regresi linier berganda dengan bantuan SPSS. Hasil penelitian menunjukkan bahwa overclaim dalam iklan berpengaruh signifikan terhadap keputusan pembelian, brand image berpengaruh signifikan terhadap keputusan pembelian, serta overclaim dalam iklan dan brand image secara simultan berpengaruh signifikan terhadap keputusan pembelian produk serum Azarine. Kata Kunci: Overclaim Iklan, Brand Image, Keputusan Pembelian, Azarine ]]>
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