The Influence of Attractiveness, Credibility and Brand Attitudes towards Consumer Buying Intentions on Skincare Products

Abstract

This research aims to find out the influence of attractiveness, credibility, brand attitudes on consumer buying intentions. This study is a quantitative study using primary data in the form of questionnaires. The sample in this study was women aged 20 to >51 years and domiciled in Tangerang Regency. The sample was selected using purposive sampling techniques. The data is analyzed using the Structural Equation Model (SEM). The results of this study show that good attractiveness does not improve brand attitude, but good attractiveness will increase consumers' buying intentions. Good credibility will improve the brand's attitude, but good credibility does not increase a consumer's buying intentions. Then, a good brand attitude can increase a consumer's buying intentions.

The Influence of the Attractiveness of Promotions and Product Design on the Decision to Purchase the Honda All New Brio Satya

“…Through the use of creative elements such as contests, giveaways, or unique experiences, consumers tend to be actively involved in the promotion of the product. This can create an emotional bond between the consumer and the brand, which in turn can influence future purchasing decisions (Regina and Anindita, 2022).…”

“…Deep discounts, limited offers, or gifts can create a sense of urgency or instant gratification for consumers, which can increase their buying interest. In addition, promotions packaged with a strong story or narrative can also attract consumers emotionally, build a bond with the brand, and increase their tendency to buy (Regina and Anindita, 2022).…”