This study aims to analyze the influence of brand image on buying interest Safi brand Skincare products in the city of Bandung. The research method uses a quantitative research method approach. The research sample of 99 respondents. Data obtained by crossing the questionnaire. Data analysis using linear regression. Dimensions to measure the effect of brand image on consumer buying interest are consumer perceptions, product brand slogans and brand positioning. The results of the study explain that brand image significantly influences buying interest. The theoretical implication of this research is brand image influences buying interest with a very strong (positive) relationship and is proportional. While the implications of the study are aimed at the skincare cosmetics industry, it is expected to become one of the references in business management by optimizing brand utilization, because brand is one of the most influential things and can be used as a very promising and profitable means for marketing strategies Abstrak Penelitian ini bertujuan untuk menganalisis pengaruh citra merek terhadap minat beli produk Skincare merek Safi di Kota Bandung. Metode penelitian menggunakan pendekatan metode penelitian kuantitatif. Sampel penelitian sebanyak 99 responden. Data diperoleh dengan menyeberkan kuesioner. Analisis data menggunakan regresi linier. Dimensi untuk mengukur pengaruh citra merek terhadap minat beli konsumen adalah persepsi konsumen, slogan merek produk dan positioning merek. Hasil penelitian menjelaskan bahwa citra merek secara signifikan mempengaruhi minat beli. Implikasi teoritis dari penelitian ini adalah citra merek mempengaruhi minat beli dengan hubungan yang sangat kuat (positif) dan berbanding searah. Sedangkan implikasi studi ditujukan untuk industri kosmetik perawatan kulit (skincare), diharapkan dapat menjadi salah satu acuan dalam pengelolaan bisnis dengan mengoptimalkan pemanfaatan merek, karena merek merupakan salah satu hal yang paling berpengaruh dan dapat dijadikan sebagai sarana yang sangat menjanjikan dan menguntungkan untuk strategi pemasaran.

The back to nature trend is in great demand by various groups in Indonesia, especially in choosing products, especially tumblers. The purpose of this study is to determine and analyze purchase intention on green products, especially tumbler products in the pandemic era. This research was conducted in the city of Bandung. The research method uses quantitative methods with descriptive and verification analysis. The research population is the population of the city of Bandung. The number of research samples is 100 respondents, with the sampling method using simple random sampling. Data analysis using path analysis. The results of the study explain that green brand knowledge affects consumer perceptions. Consumer perceptions has effect on purchase intention on green products in the pandemic era. However, based on research shows that Green Brand Knowledge has direct and indirect effect on Purchase Intention. the direct influence value is 0.104 and the indirect effect is 0.439. This explains that indirectly Green Brand Knowledge through Consumer Perception has a significant influence on Purchase Intention

The back to nature trend is in great demand by various groups in Indonesia, especially in choosing products, especially tumblers. The purpose of this study is to determine and analyze purchase intention on green products, especially tumbler products in the pandemic era. This research was conducted in the city of Bandung. The research method uses quantitative methods with descriptive and verification analysis. The research population is the population of the city of Bandung. The number of research samples is 100 respondents, with the sampling method using simple random sampling. Data analysis using path analysis. The results of the study explain that green brand knowledge affects consumer perceptions. Consumer perceptions has effect on purchase intention on green products in the pandemic era. However, based on research shows that Green Brand Knowledge has direct and indirect effect on Purchase Intention. the direct influence value is 0.104 and the indirect effect is 0.439. This explains that indirectly Green Brand Knowledge through Consumer Perception has a significant influence on Purchase Intention

This study aims to determine how respondents respond to the Reference Group and Buying Interest, and to see how much influence the Reference Group has on Buying Interest. The method used in this research is quantitative method. Data collection was carried out through a literature study and distributing questionnaires to 102 respondents. Sampling with purposive sampling. Data analysis uses simple Smart PLS analysis. The results showed that: Respondents' responses to the Reference Group, and Purchase Interest were in the good category by showing the results that the Reference Group had a strong positive effect on Buy Interest. The results of R Square, show that the magnitude of the influence of the Reference Group on Buying Interest is 32.1%, the remaining 67.9% is influenced by variables not examined in this research model.

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