earticle

영어

Brand reputation holds a vital role in meeting the needs of consumers in the market, and it helps to align consumer preferences in the market segmentation. For that reason, the primary purpose of business activities is to affect the perception and behavior of consumers toward a specific brand. This study discusses the effect of brand reputation, product quality, brand endorsement, and price perception on consumer purchase decisions in Laneige skincare products to determine whether those independent variables affect people's decision to purchase a specific brand's product. This study uses quantitative methodology, and the data is gathered through online questionnaires that assess the consumers' perception of how the brand reputation, product quality, brand endorsement, and price perception influence their purchase decisions. This study uses a non-probability sampling to select the sample. The questionnaire data is processed using a multiple linear regression analysis method using SPSS software. The analysis shows that all the independent variables (brand reputation, product quality, brand endorsement, and price perception) have a significant relationship with the dependent variable (purchase decision), and brand endorsement showing the strongest effect on purchase decision, indicated by B coefficient value of 0.317. This study provides accurate data to contribute to giving insights and useful information for business references by emphasizing brand reputation, product quality, brand endorsement, and price perception. It provides valuable insight to marketers, practitioners, and researchers in the beauty sector, as well as informs them of strategies for enhancing brand appeal and optimizing the shopping experience.