<![CDATA[This investigation explores how product design and brand image shape consumer choices regarding Hanasui lipstick, focusing specifically on female undergraduates within the Economic Education study program at Universitas Nusa Cendana. Employing a quantitative survey design, data were gathered from a sample of 100 participants selected via simple random sampling using a five-point Likert scale questionnaire. The evaluation utilized multiple linear regression to determine both individual and joint relationships among the variables. Statistical calculations reveal that brand image exerts a favorable and meaningful impact on buying behavior ( ), a pattern mirrored by product design ( ). When evaluated collectively, both elements significantly influence purchasing decisions, reinforced by an -statistic of 45.494 ( ). Furthermore, the coefficient of determination ( ) stands at 0.484, demonstrating that 48.4% of the variance in consumer purchasing choices is accounted for by product design and brand image, while external variables outside this framework account for the remaining 51.6%. Consequently, brand management at Hanasui is encouraged to elevate product quality, foster consumer trust, and maintain cohesive brand identity, alongside creating more appealing and practical designs to boost market competitiveness.]]>
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