Pengaruh Shopping Lifestyle, Advertising Campaign Dan Brand Experience Terhadap Purchase Intention Produk Skincare Skintific Di Kota Malang (Studi Kasus Pada Konsumen Produk Skincare Skintific)

Abstract

Abstract

The rapid growth of the skincare industry in Indonesia and the increasing competition among skincare brands require companies to understand the factors influencing consumers' purchase intention. This study aims to determine the influence of shopping lifestyle, advertising campaign, and brand experience on purchase intention for Skintific products in the city of Malang. The population in this study consists of Skintific product users in the city of Malang, the exact number of whom is unknown. Therefore, this study used the Maholtra formula to determine the sample size, resulting in a sample of 80 respondents. This study utilizes primary and secondary data sources, employing an online questionnaire (Google Forms) as the data collection method. The results indicate that shopping lifestyle, advertising campaign, and brand experience simultaneously influence purchase intention for Skintific products in Malang. Partially, advertising campaign has a significant effect on purchase intention, while shopping lifestyle and brand experience do not have a significant effect. The findings of this study are expected to provide useful insights for skincare companies in developing effective marketing strategies to increase consumers' purchase intention.

Keyword: Shopping Lifestyle, Advertising Campaign, Brand Experience, Purchase Intention.