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October 10, 2025International Journal of Application on Economics and Business

Representation of Women in Advertising on Consumer Purchase Decisions Through Brand Image in Beauty Products

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Authors

HAHelen AngelinaFSFrangky Selamat

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Overview

Descriptive studies reveal brand image mediates purchase decisions in women, suggesting key marketing strategies.

Key Points

  • Gender representation positively influences purchase decisions in female consumers, emphasizing its importance in advertising.
  • Findings demonstrate that both gender stereotypes and female advertising enhance brand image significantly.
  • This quantitative study utilized a cross-sectional method to analyze data from 201 female respondents in Jakarta.
  • Insights gathered could help brands refine their advertising strategies by highlighting the significance of gender representation.

Cite This Study

Angelina et al. (2025) studied this question.

synapsesocial.com/papers/68e861857ef2f04ca37e3ce5https://doi.org/10.24912/ijaeb.v3i2.1001-1011
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