<![CDATA[This study aims to identify and analyze the role of brand image in increasing consumer purchase intention toward Viva Cosmetics. The research employed a qualitative approach with a case study design. Data were collected through in-depth interviews, observation, and documentation involving six Viva Cosmetics consumers selected through purposive sampling. Data analysis was conducted through data condensation, data presentation, and conclusion drawing and verification. The findings show that consumers perceive the brand image of Viva Cosmetics positively. This perception is mainly formed by product quality, affordable prices, positive user experience, product accessibility, and the reputation of Viva Cosmetics as a local cosmetic brand that has been known and trusted by consumers for a long time. Consumer purchase intention is reflected in the desire to purchase and use products, repurchase, and recommend the products to others. Brand image plays a role in increasing purchase intention by building consumer trust and confidence in the products. However, several consumers consider the packaging design to require improvement so that it is more aligned with current market developments. The findings imply that Viva Cosmetics should maintain product quality, affordable pricing, and consumer trust while improving packaging design and promotional strategies to remain relevant to changing consumer needs and competition in the cosmetics industry.]]>
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