THE INFLUENCE OF BRAND IMAGE AND ONLINE MARKETING ON PURCHASE DECISION OF RARE BEAUTY IN INDONESIA

• Main Author: Intan Nurfadhila, Naura
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/84210
• Institution: Institut Teknologi Bandung

Rare Beauty is an esteemed American cosmetics company that has been founded and is currently owned by Selena Gomez. The distinguishing aspect of this cosmetics company lies in its mission statement where it aims to dismantle unattainable beauty norms by advocating for inclusivity and recognizing the significance of mental well-being. This study aims to identify the specific channels through which Indonesians procure these cosmetic items. In the present era, there exists a variety of means through which individuals can acquire products that are not really accessible within the confines of Indonesia. One such method is by utilizing the services of “Jastip” or engaging a “Personal Shopper”. In order to facilitate the acquisition of data from a substantial number of participants within a designated time frame, the methodology employed for this research activity entails the utilization of a questionnaire-based approach.