Authors : Rachma Yasin; Nuruni I. K. Wardhani; Reiga R. Ariescy

Volume/Issue : Volume 9 - 2024, Issue 1 - January

Google Scholar : http://tinyurl.com/454tfasc

Scribd : http://tinyurl.com/33wjpfwz

DOI : https://doi.org/10.5281/zenodo.10488816

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.