ANALYSIS COSTETIC BRAND PERCEPTION: CASE STUDY OF MILLENIALS AND GENERATION Z IN WEST JAVA

Penelitian ini mengkaji tentang Pengaruh Brand Image dan Kualitas Produk terhadap Keputusan Pembelian Produk Scarlett Whitening pada Konsumen Generasi Z dan Milenial di Jawa Barat. Penelitian ini bertujuan untuk mengetahui pengaruh citra merek terhadap keputusan pembelian produk Scarlett Whitening, pengaruh kualitas produk terhadap keputusan pembelian produk Scarlett Whitening, dan pengaruh citra merek dan kualitas produk terhadap keputusan pembelian produk Scarlett Whitening. Penelitian ini menggunakan metode kuantitatif deskriptif dan analisis regresi linier berganda. Data dikumpulkan dari kuesioner, publikasi nasional dan internasional, artikel, dan penelitian terkait sebelumnya. Penelitian ini menggunakan teknik non-probability sampling yang terdiri dari 100 (seratus) responden. Temuan penelitian ini menunjukkan bahwa Brand Image berpengaruh signifikan secara parsial terhadap Keputusan Pembelian. Namun Kualitas Produk secara parsial tidak berpengaruh signifikan terhadap Keputusan Pembelian. Disarankan agar Scarlett Whitening lebih memperhatikan komposisi produk berdasarkan jenis kulit tertentu untuk memberikan manfaat tambahan kepada konsumen saat menggunakan produk Scarlett Whitening. This study reviews the Effect of Brand Image and Product Quality on Scarlett Whitening Product Purchase Decisions on the Consumers of Generation Z and Millennials in West Java. This study aimed to determine the effect of brand image on purchasing decisions of Scarlett Whitening products, the effect of product quality on purchasing decisions of Scarlett Whitening products, and the effect of brand image and product quality on purchasing decisions of Scarlett Whitening products. This research employed the descriptive quantitative method and multiple linear regression analysis. Data were collected from questionnaires, national and international publications, articles, and previous related research. This study utilised a non-probability sampling technique comprising 100 (one hundred) respondents. The findings of this study indicate that Brand Image has a partially significant effect on Purchase Decisions. However, Product Quality did not have a partially significant effect on Purchase Decisions. It is suggested that Scarlett Whitening should pay more attention to the ingredient product based on certain skin types to provide consumers with additional benefits when using Scarlett Whitening products..