Consumer Perceptions of Brand Awareness, Brand Association, and Brand Ambassador in Purchasing Decisions for Mother of Pearl Cosmetic in Sidoarjo
Persepsi Konsumen terhadap Brand Awareness, Brand Association, dan Brand Ambassador dalam Keputusan Pembelian Kosmetik Mother of Pearl di Sidoarjo
DOI:
https://doi.org/10.21070/ups.10291Keywords:
Brand Awareness, Brand Association, Brand Ambassador, Purchase Decison, CosmeticsAbstract
This study aims to analyze consumer perceptions of Brand Awareness, Brand Association, and Brand Ambassador in purchasing decisions for Mother of Pearl cosmetics in Sidoarjo. The research adopts a quantitative approach, with the population consisting of residents of Sidoarjo Regency who have purchased Mother of Pearl cosmetics. The sampling technique used is non-probability sampling through a purposive sampling approach, involving a total of 100 respondents. Data were collected through the distribution of questionnaires, and responses were measured using a Likert scale. Data analysis was conducted using the Partial Least Squares–Structural Equation Modeling (PLS-SEM) method with SmartPLS version 3.0 software. The results indicate that Brand Awareness, Brand Association, and Brand Ambassador each have a positive and significant effect on purchasing decisions for Mother of Pearl cosmetics in Sidoarjo.
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