The Influence of Brand Image, Price, and Product Quality on Purchase Intention and Consumer Purchase Decision: A Study on Oriflame Products in Banjarmasin

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Quantitative analysis shows brand image and product quality influence purchase intention, implying insights for marketing strategies.

Purchase intention is significantly influenced by brand image and product quality, while price shows no effect.
Structural Equation Modeling revealed strong predictive power of purchase intention on actual purchasing behavior.
Data was drawn from 144 respondents focusing on Oriflame products in Banjarmasin for the analysis.
Findings may enhance marketing strategies for cosmetics in multi-level marketing contexts.

Melati et al. (2025) studied this question.

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