Skincare Branding Strategies: The Impact of Brand Awareness,Trust, and Image on Purchasing Decisions
Strategi Branding Perawatan Kulit: Dampak Kesadaran Merek, Kepercayaan, dan Citra pada Keputusan Pembelian
DOI:
https://doi.org/10.21070/ups.7939Keywords:
Brand Awareness, brand trust, Brand Image, Purchasing DecisionsAbstract
This study aims to determine the effect of brand awareness,brand trust and brand image on purchasing decisions on skincare skintific in Sidoarjo.The method used in this study uses a descriptive quantitative approach.The population used in this study was the Sidoarjo community with a sample of 100 respondents.The technique used in sampling was purposive sampling, which had the criteria of respondents being people from Sidoarjo who had purchased skincare skintific.Data were collected through questionnaires and answers were measured using a Likert scale.Data analysis was carried out using the PLS-SEM method using the smart PLS (Partial Least Square) tool.The results of the study prove that Brand Awareness influences purchasing decisions on skintific skincare products, Brand Trust has an influence on purchasing decisions on skintific skincare products and Brand Image influences purchasing decisions on skintific skincare products
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