PENGARUH PERSEPSI HARGA DAN PROMOSI TERHADAP MINAT BELI KONSUMEN MELALUI BRAND IMAGE PRODUK KECANTIKAN DI APLIKASI SOCIOLLA.

This research aims to analyze the influence of price perception and promotion on consumer buying interest through the brand image of beauty products in the Sociolla Application. The study source and data used primary data in the form of questionnaires, the study data was given to 87 respondents. Research sampling uses purposive sampling. The analysis method used is Partial Least Square (PLS) with the help of the SmartPLS 3.0 application. The results of the study partially found that brand image affects but is not significant on buying interest, price perception has an effect but is not significant on buying interest, and promotion has a positive and significant effect on buying interest. [ABSTRACT FROM AUTHOR]