UNDERSTANDING CONSUMER PURCHASE INTENTION TOWARDS THE ORIGINOTE PRODUCTS: THE ROLE OF BRAND IMAGE AND KEY OPINION LEADERS

Abstract

The Indonesian skincare industry has witnessed substantial growth, particularly among younger consumers increasingly attuned to self-care, wellness, and digital engagement. This study investigates the influence of brand image and key opinion leaders (KOLs) on consumer purchase intention towards The Originote, a local skincare brand known for its affordability and accessibility. Adopting a quantitative research methodology, data were gathered from social media users familiar with The Originote through a structured questionnaire. The study employed multiple linear regression analysis to examine the individual and combined effects of brand image and KOLs endorsements on purchase intention. The empirical findings demonstrate that both brand image and KOLs exert a statistically significant and positive influence on consumers’ intentions to purchase skincare products. Furthermore, the simultaneous interaction of these variables enhances explanatory power in predicting consumer behavior. The result showed that KOLs exert a significant impact on consumer purchase intention. Additionally, Brand Image emerges as a crucial factor in influencing consumer decisions. Notably, the combined effect of both Key Opinion Leaders and Brand Image demonstrates a particularly strong and synergistic influence on shaping consumer purchase intention.

Keywords: Purchase Intention, Brand Image, Key Opinion Leaders, Skincare.