Analysis of the Role of Brand Image in Mediating Factors Affecting the Purchase Decision of Essential Oil

Abstract

The increasing popularity of essential oils in Indonesia has led to the emergence of numerous essential oil businesses in the market. The rising number of essential oil businesses has intensified the competition in this industry. For emerging essential oil businesses to compete and capture the market, it is crucial to employ effective marketing strategies, one of which involves understanding the factors considered by consumers when purchasing essential oil products. The objective of this research is to identify the factors influencing consumer purchasing decisions regarding essential oil products. The study focuses on respondents who are essential oil users residing in the Jabodetabek region. The variables examined for their impact on purchasing decisions include product quality, price, brand image, and promotion, with brand image as a mediating variable. Data collection was carried out through a questionnaire using Google Forms, and the questionnaire results were processed using the SEM PLS application. Based on direct analysis results, there is a significant influence of product quality, price, brand image on purchasing decisions, as well as the impact of product quality and price on brand image. Furthermore, the indirect analysis results indicate that brand image can mediate the relationship between price and purchasing decisions and between product quality and purchasing decisions. In conclusion, the factors influencing consumers in purchasing essential oil products are product quality, price, and brand image, where brand image can mediate the influence of product quality and price on purchasing decision Keywords: Essential Oil, Brand Image, Price, Purchase Decision, Product Quality, Promotion