Pengaruh Citra Merek dan Promosi terhadap Keputusan Pembelian pada Produk Skintific (Studi Kasus Masyarakat kecamatan Bengkalis)

This study aims to analyze the influence of brand image and promotion on consumer purchasing decisions regarding Skintific products, specifically in the Bengkalis District of Riau Province. A quantitative research method with an associative strategy was employed. Data were collected by distributing questionnaires to 100 respondents who are users or consumers of Skintific products in the Bengkalis District. Probability sampling was used, specifically the snowball sampling method. Data analysis was conducted using multiple linear regression to test the hypotheses regarding the influence of Brand Image (X1) and Promotion (X2) on Purchasing Decisions (Y). The results indicate that brand image and promotion have a positive and significant effect on consumer purchasing decisions—both partially and simultaneously—with promotion emerging as the most dominant variable. The promotion variable exerts a stronger influence than brand image. The Adjusted R-Square value of 0.750 indicates that brand image and promotion explain 75% of the variation in purchasing decisions for Skintific products, while the remaining portion is influenced by factors outside the scope of this study.