Pengaruh Social Media Marketing, Produk Review, dan Brand Awareness terhadap Purchase Decision pada Produk Skincare

Aulia Sari Pratiwi; Abdul Haeba Ramli

doi:10.61132/jimakebidi.v2i4.950

Authors

Aulia Sari Pratiwi Universitas Esa Unggul
Abdul Haeba Ramli Universitas Esa Unggul

DOI:

https://doi.org/10.61132/jimakebidi.v2i4.950

Keywords:

Brand Awareness, Product Reviews, Purchase Decision, Skincare Consumers, Social Marketing

Abstract

This research is a quantitative study to find out the direct and indirect influence between social media marketing, product riview on brand awareness through purchase decision on the consumer of The Originote products. The use of research to prove the correlation between all variables. Data collection is done through a survey with a Google form questionnaire. The population in this study was a consumer who used Skincare products based in DKI Jakarta province, aged 17 and over. A sample of 105 respondents has been collected. To test validity and reliability using the Structural Equation Model (SEM). Based on the results of the research, of the 5 hypotheses accepted: social media marketing has a positive influence on brand awareness, product riview has a positively influenced brand awarness, social media marketings have a positive impact on purchase decision, productivity riview have a negative influence upon purchase decision and brand Awareness has a negative impact on buy decision. The results of this research are expected to provide insights for skin care products to better understand the needs of customer face skin and continue to provide quality, safe, and affordable products to consumers.

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