The effect of brand awareness and brand image on purchasing decisions for Scarlett whitening products

Abstract

Two factors influence consumers' decision to purchase a product, namely brand awareness and brand image. This study examines the significant influence of brand awareness and brand image on purchasing decisions for Scarlett Whitening products. Data used The data used is primary data. All consumers who know and have/are using Scarlett Whitening are the population in this research. The sample collected was 106 respondents. The sampling technique used was non-probability sampling, namely the purposive method (judgment sampling). Data was collected using an online questionnaire (google form) distributed through social media. The analysis technique used is validity and reliability testing, multiple linear analysis models to generate t-test results, F-test, and coefficient of determination. The findings of this study are brand awareness and brand image, both of which affect purchasing decisions positively and significantly. The results of this study imply that companies can increase efforts to build and increase brand awareness and a positive brand image

Synergistic Effects of Content Marketing and Influencers Marketing on the Formation of Brand Awareness and Purchase Interest of TikTok Shop Users (Cirebon City Case Study)

“…This finding is also in line with other research which states that Brand Awareness has a positive and significant impact on purchasing interest. Purchase interest is the stage of consumer interest in a product, which arises after consumer awareness and perception of the product (Katerina et al, 2023). This research also supports the findings of Loisa & Teady S Mulyana (2021) which states that Brand Awareness and Purchase Interest can emerge from within consumers as a result of the observation or attention process followed by the realization process in purchasing products.…”