Brand Image Sebagai Mediasi Pengaruh Media Sosial Instagram dan Promosi Terhadap Keputusan Pembelian Pada Produk Lipstick Maybelline (Studi Kasus Pada Mahasiswa Universitas Pelita Bangsa)

One of the most popular cosmetic product categories is lip cosmetics.
However, competition in this industry is getting tighter with the entry of various new
companies offering a variety of products so that consumer preferences will continue
to change. One of the prominent lip cosmetic companies is the Maybelline brand,
with its superior product, namely Maybelline SuperStay Matte Ink lipstick, which
has succeeded in dominating the market and becoming iconic among Indonesian
consumers. However, there are several factors that influence consumer interest in
Maybelline lipstick products. This research aims to analyze the influence of
Instagram social media and promotions on purchasing decisions with brand image
as mediation for customers of Maybelline lipstick products. This research is
research that uses a quantitative approach in the form of causal associative. Based
on the results of the research analysis, it was found that Instagram social media
had a positive and significant effect on purchasing decisions, promotion had a
negative and insignificant effect on purchasing decisions, Instagram social media
had a negative and insignificant effect on brand image, promotion had a positive
and significant effect on brand image and brand image. positive and significant
effect on purchasing decisions. Next, brand image partially mediates between
Instagram social media and promotions on purchasing decisions.
Keywords: Brand Image, Instagram Social Media, Promotion, purchasing
decisions