Publication Date: 2024/01/11
Abstract: One of the marketing communication strategies that local Indonesian cosmetic brands are currently focusing on is diversity and inclusion especially in the gender dimension known as Gender-Neutral Marketing. On this basis, this research aims to determine the effect of gender-neutral marketing advertisement campaign and brand image on purchase decisions of Dear Me Beauty’s cosmetic products. The type of research used is quantitative research with a sample size of 100 respondents who have met the sample criteria. Sampling was carried out using the Non- probability Sampling method with Purposive Sampling. Data analysis in this research used Structural Equation Modeling (SEM) technique based on Partial Least Squares (PLS). First, the results demonstrate that gender-neutral marketing advertisement campaign has a positive influence on the purchase decision of Dear Me Beauty's cosmetic products. Second, the findings revealed that brand image has a positive and significance influence on the purchase decision of Dear Me Beauty’s cosmetic products.
Keywords: Brand Image, Cosmetics, Gender, Gender- Neutral Marketing Advertisement Campaign, Purchase Decision.
DOI: https://doi.org/10.5281/zenodo.10488816
PDF: https://ijirst.demo4.arinfotech.co/assets/upload/files/IJISRT24JAN259.pdf
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