Pengaruh Brand Image Terhadap Keputusan Pembelian Produk Skincare Ms Glow (Studi Pada Pelanggan Produk Skincare Ms Glow Di Toko Fsstoreid Kecamatan Ujungbatu, Kabupaten Rokan Hulu)

This study aims to determine whether or not the influence of brand image on purchasing decisions for Ms Glow skin care products at the Fsstoreid store, Ujungbatu District, Rokan Hulu Regency. Brand image is a perception or impression that arises in the minds of consumers when remembering a brand of a particular product. Brand image indicators are attributes, benefits, and overall evaluation. The type of research used is associative and the method used is a quantitative method. The results showed that brand image has a significant positive influence on purchasing decisions, where the attribute indicators on the brand image variable are the dominant influence. This is because the logo on MS Glow products is easy to remember and recognize, and the packaging design for Ms Glow products is very stylish, then the presence of halal labels and BPOM on products enhances Ms Glow's brand image. From the calculation of the coefficient of determination the level of a strong relationship. This means that the better the Naka brand image, the better the purchasing decisions for Ms Glow products at the Fsstoreid Store, Ujungbatu District, Rokan Hulu Regency