The Effects of Brand Image, Product Quality, and Brand Ambassador on Purchase Decisions: The Mediating Role of Purchase Intention among Whitelab Skincare Users
Keywords:
brand image, Product quality, tourism ambassador community, purchase intention, Purchasing decisionsAbstract
Understanding how brand perceptions and product evaluations translate into purchase decisions is important for skincare marketing. This study examines the effects of brand image, product quality, and brand ambassador on purchase decisions, with purchase intention as a mediator, among Whitelab skincare users in Pati Regency, Indonesia. A quantitative survey was conducted using purposive sampling. Data were collected from 400 users aged 13–55 years through online and printed questionnaires between February 2 and April 2, 2025. The instrument comprised 25 items measured on a five-point Likert scale. Partial least squares structural equation modeling was performed using SmartPLS 3. Brand image, product quality, and brand ambassador were positively associated with purchase intention. Product quality, brand ambassador, and purchase intention also had significant positive relationships with purchase decisions. However, the direct relationship between brand image and purchase decisions was not significant. Purchase intention significantly mediated the relationships of all three predictors with purchase decisions. The model explained 60.8% of the variance in purchase intention and 44.5% of the variance in purchase decisions. The findings distinguish the indirect role of brand image from the combined direct and indirect roles of product quality and brand ambassador. They suggest that skincare marketers should connect brand communication with purchase interest while maintaining product quality and selecting suitable ambassadors. The findings are specific to the surveyed users and do not establish causal effects.
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