https://internationalpublisher.id/journal/index.php/Nejesh <p>Neo Journal of economy and social humanities is a periodical scientific journal published based on scientific journal principles aimed at publishing scientific works resulting from research, development and literature studies in the field of economics and social humanities. A competent reviewer will review each article in their field. The review process is carried out using double-blind, where each reviewer does not know the identity of each other, both the author and the reviewer or fellow reviewers. This journal is published periodically in March, June, September and December every year. Manuscripts are sent anytime via online (Registration). Neo Journal of economy and social humanities is published by "International Publisher - YAPENBI" which is one of the divisions under the auspices of the "Indonesian Sustainable Education Development Foundation (YAPENBI)".</p> <p>Average article action:<br /><strong>3 Days for First Editorial Decision</strong><br /><strong>20 Days for acceptance</strong><br /><strong>15% Turnitin Maximum</strong></p> <p>ISSN Number : 2828-6480</p> International Publisher (YAPENBI) en-US Neo Journal of economy and social humanities 2828-6480 https://internationalpublisher.id/journal/index.php/Nejesh/article/view/421 <p><span style="font-weight: 400;">This study aims to analyze the effect of product visual aesthetics, brand identity consistency and sustainability values on the purchasing behavior of N'PURE skincare products in Generation Z in Bandar Lampung. The research method used is quantitative with a descriptive and verification approach, where data were collected through questionnaires from 96 respondents and analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) through SmartPLS 4 software. The results showed that visual aesthetics and brand identity consistency had a positive and significant effect on purchasing behavior, while the value of sustainability did not show a partial significant effect. However, simultaneously, these three variables have a strong and significant impact in driving consumer purchasing decisions. The implication of this study confirms that manufacturers need to synergize attractive visual design with stable brand message integrity to win the market, while educating consumers on sustainability values so that environmental commitment can be transformed into real economic action in accordance with Islamic Business Principles.</span></p> Jeni Fitriyanti Muhammad Iqbal Fasa Is Susanto Copyright (c) 2026 Jeni Fitriyanti, Muhammad Iqbal Fasa, Is Susanto http://creativecommons.org/licenses/by/4.0/ 2026-06-11 2026-06-11 5 2 265 280 10.56403/nejesh.v5i2.421