Abstract:
Cosmetics are products used to care for, beautify or enhance a person's appearance
so that they can be confident in public. Cosmetics are an important need for most
women and over time the use of cosmetic products tends to increase, the need for
cosmetics is almost always used by the Indonesian people because it is because to
care for the skin to be healthy. the development of the increasingly tight cosmetic
business world forces many companies to prepare the right business strategy in
order to be able to compete competitively with other competitors. So that the tight
competition in the beauty business is shown by the increasing development of the
beauty industry in Indonesia.This study aims to determine the effect of brand
awareness, brand satisfaction, brand image, brand love, brand trust and brand
competitive advantage on consumer purchase intention on a beauty product. The
population of this study was Indonesian citizens and the sample is Indonesian who
participated, the questionnaire distributed totaling 247 respondents. The research
method used in this study is quantitative research. The results of the study showed
that brand awareness, brand satisfaction, brand image, brand competitive advantage
have a significant effect on purchase intention on Pond's products, while brand trust
and brand love do not have a significant effect on purchase intention on Pond's
products.
