<![CDATA[Vitalis is a women's perfume brand that has long been familiar to Indonesian consumers, yet it has recently struggled with a notable erosion of its market position, evidenced by a sharp fall in its Top Brand Index (TBI) from 16.2% in 2023 down to just 6.6 % in 2025, as social media-driven marketing continues to expand and rivalry within the beauty sector grows ever more intense. This study was carried out to measure how much Social Media Marketing and Brand Image contribute to driving consumers toward choosing Vitalis women's perfume in Jatinegara District, East Jakarta, whether each factor is examined on its own or both are considered together. The research was conducted through a quantitative causality approach, engaging 100 respondents determined via purposive sampling, where a Likert-scale questionnaire served as the data collection instrument and the results were processed using multiple linear regression analysis in SPSS Version 24. The findings reveal that both variables meaningfully and positively contribute to purchase decisions, with Brand Image standing out as the most influential factor, and collectively the two variables account for 53.4% of the shifts observed in consumer purchase behavior]]>
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