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All Journal International Journal of Management Science and Information Technology (IJMSIT)
Rahmat Cahyo Dinarso
Universitas Muhammadiyah Jember
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

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The Impact of Social Media Marketing and Brand Awareness on Purchasing Decisions on Cosmetic Products Rahmat Cahyo Dinarso; Dwi Aprilia Nurhaliza; Nurul Qomariah
International Journal of Management Science and Information Technology Vol. 4 No. 2 (2024): July - December 2024
Publisher : Lembaga Komunitas Informasi Teknologi Aceh (KITA), Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35870/ijmsit.v4i2.2861

Abstract

Competition between whitening cosmetic products is increasing with the emergence of new products endorsed by artists. The first aim of this research is to find out and analyze the impact of social media marketing on purchasing decisions, the second aim is to find out and analyze the impact of brand awareness on purchasing decisions. All Scarlet cosmetics users at the Scarlet Fitriajaya Banyuwangi Outlet are the population in this study. A total of 180 respondents were sampled in this research. Validity tests and reliability tests were used in this research to test the research questionnaire. The research hypothesis developed needs to be tested using hypothesis testing. The research results show that social media marketing and brand awareness have a positive impact on purchasing decisions for scarlet cosmetic products.
Co-Authors Dwi Aprilia Nurhaliza Nurul Qomariah