Consumer Behavior: Purchase Decisions for Skin Care Products in Sidoarjo
Perilaku Konsumen: Keputusan Pembelian Produk Perawatan Kulit di Sidoarjo
DOI:
https://doi.org/10.21070/ups.932Keywords:
Brand Awaraness, Purchasing Decision, Brand Image, Brand TrustAbstract
The purpose of this study was to determine brand image, brand awareness, and brand trust in purchasing decisions for Scarlett Whitening skin care products in Sidoarjo. By using a quantitative approach, this approach can be used to test the theory objectively by looking at the relationship between variables. Sampling was taken using the non-probability sampling technique with the purposive sampling method; the number of samples was 100 among Scarlett Whitening users in Sidoarjo. The data analysis technique uses least squares (PLS) using SmartPLS version 3.0 software. The results of the study include the following: brand image no significant effect on purchase decisions. Brand awareness has a significant effect on purchasing decisions. Brand trust has a significant effect on purchasing decisions.
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