THE EFFECT OF PACKAGING AND BRAND IMAGE ON PURCHASE DECISIONS WITH CONSUMER PERCEPTION AS A MEDIATION VARIABLE ON WARDAH PRODUCTSThis research aims to analyze the influence of packaging and brand image on purchasing decisions with consumer perception as a

Abstract

This research aims to analyze the influence of packaging and brand image on purchasing decisions with consumer perception as a mediating variable on the product. Wardah. The study used a quantitative approach with a survey method. The study population was students of Harapan University Medan (UNHAR) and the Islamic University of North Sumatra (UISU) who use Wardah skincare and makeup products. The sampling technique used purposive sampling with a sample size of 170 respondents determined based on the recommendations of Hair et al. (2022). Data collection was carried out through questionnaires using a semantic differential scale of 1–10. Data analysis was carried out using Partial Least Squares-Structural Equation Modeling (PLS-SEM) with the help of SmartPLS 4 software. The results of the outer model evaluation showed that all indicators met the convergent validity criteria with outer loading values > 0.70 and Average Variance Extracted (AVE) > 0.50. All constructs also met discriminant validity based on the Heterotrait-Monotrait Ratio (HTMT) < 0.90 and the Fornell-Larcker Criterion, and met the reliability criteria with Composite Reliability and Cronbach's Alpha values > 0.70. The inner model evaluation results showed an R-square value of 0.514 for the Consumer Perception variable and 0.608 for the Purchase Decision variable, which are in the medium category. A Q²predict value greater than zero indicates that the model has good predictive ability. The results of the hypothesis testing indicate that packaging has a positive effect. and significant on consumer perception (β = 0.537; p < 0.001) and purchasing decisions (β = 0.480; p < 0.001).Image brand Also influential positive And significantly on consumer perception (β = 0.483; p < 0.001) and purchasing decisions (β = 0.366; p < 0.001). Consumer perception has a positive and significant effect on purchasing decisions (β = 0.228; p = 0.001). In addition, consumer perception is proven to partially mediate the effect of packaging on purchasing decisions (β = 0.123; p = 0.002)And influence image brand to decision purchase (β = 0.110; p = 0.002). Based on results study can concluded that packaging Andimage Brand is a factor that can increase purchasing decisions for Wardah products, both directly and through improved consumer perception. Therefore, the company is advised to continue improving packaging quality and strengthening brand image to create more positive consumer perceptions, thereby increasing purchasing decisions.