https://lighthouse-pub.com/ajebm <p>The Asian Journal of Economics and Business Management is an international peer-reviewed journal that publishes articles in the fields of Economics and Business, including but not limited to economics, business, management, banking, finance, marketing, entrepreneurship, behavioural and health economics, government taxation and regulation, financial markets, accounting, corporate governance, and business ethics. The Journal's objective is to foster scholarly discussion of current theoretical and practical issues in economics, business, and management. At any time, academics, policymakers, and researchers are welcome to submit their manuscripts. </p> <p>What can you expect if you publish in <strong>Asian Journal of Economics and Business Management</strong>?</p> <ul> <li>A straightforward and friendly publishing service</li> <li>Immediate and free access to your article for anyone anywhere at any time in the world</li> <li>Rigorous and constructive peer review</li> <li>Fast publication</li> <li>Extensive indexing and archiving of your work</li> <li>Retention of the full copyright in your work</li> </ul> <p>ISSN: 2961-7006 (Online)</p> <p>Distribution: Open Access</p> <p>Frequency: Triannual Publication (January-April, May-August, and September-December)</p> <p>DOI: <a href="https://doi.org/10.53402/ajebm">https://doi.org/10.53402/ajebm</a></p> Lighthouse Publishing en-US Asian Journal of Economics and Business Management 2961-7006 https://lighthouse-pub.com/ajebm/article/view/467 <p>The cosmetics industry in Indonesia has experienced significant growth, particularly within the lipstick segment, marked by intense competition. Hanasui, a local lipstick brand, faces challenges in competing with prominent international brands such as Maybelline. This competitive landscape is evidenced by Hanasui's absence from the Top Brand Index in 2023. This study seeks to examine the impact of Brand Image and Electronic Word of Mouth (EWOM) on consumers' Purchase Decisions regarding Hanasui lipstick products in Bandar Lampung. Adopting a quantitative research approach, this study employs descriptive and verification analysis methods. Data were collected via online questionnaires distributed to 100 respondents in Bandar Lampung, selected through purposive sampling. The data were subsequently analyzed using the multiple linear regression method, facilitated by SPSS software. The findings reveal that both Brand Image and EWOM exert a positive and statistically significant influence on consumers' Purchase Decisions. Specifically, improvements in Brand Image and active management of EWOM significantly enhance consumer trust and decision-making regarding Hanasui products. The results underscore the importance of cultivating a strong brand image and leveraging positive electronic word-of-mouth to remain competitive in a highly saturated market. Based on these insights, it is recommended that Hanasui enhance its brand image through participation in promotional events, such as exhibitions, and engage professionally with online consumer reviews. These strategies are expected to build consumer confidence and foster higher purchase intentions, thereby improving Hanasui’s competitive position in the market.</p> Annisa Nurjannah Burni Aida Sari Copyright (c) 2024 Annisa Nurjannah Burni, Aida Sari https://creativecommons.org/licenses/by-nc-sa/4.0 2025-01-01 2025-01-01 4 1 619 626 10.53402/ajebm.v3i3.467