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All Journal Management Dynamics: International Journal of Management and Digital Sciences
Putri Mita Azhari
Universitas Muslim Nusantara Al Washliyah
Decision Sciences, Operations Research & Management

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The Influence of Brand Awareness, Social Media Marketing, and Online Customer Reviews on Hijab Azzura Purchase Decisions: A Case Study of the Community of Garu II, Harjosari I, Medan Amplas Putri Mita Azhari; Arief Hadian; Yayuk Yuliana; Emelia Rahmadany Putri Gami
Management Dynamics: International Journal of Management and Digital Sciences Vol. 3 No. 2 (2026): April: International Journal of Management and Digital Sciences
Publisher : International Forum of Researchers and Lecturers

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.70062/managementdynamics.v3i2.540

Abstract

This research aims to examine the influence of Brand Awareness, Social Media Marketing, and Online Customer Reviews on the purchasing decisions of Hijab Azzura among the community of Garu II Harjosari I Medan Amplas. This study uses a quantitative research method with a questionnaire research design. The subject of this research is Hijab Azzura, and the object of the study is consumers who purchase Hijab Azzura, totaling 97 respondents. Data collection techniques include observation, questionnaires, and documentation. Data analysis techniques involve validity tests, reliability tests, and classical assumption tests. The data analysis method used is multiple linear regression with the assistance of SPSS 25 software. The t-test results show that Brand Awareness has a positive effect on purchasing decisions. Social Media Marketing has a positive effect on purchasing decisions. Online Customer Reviews also influence purchasing decisions. The F-test results indicate that Brand Awareness, Social Media Marketing, and Online Customer Reviews simultaneously affect the purchasing decisions of Hijab Azzura among the community of Garu II Harjosari I Medan Amplas, with an F calculated value of 12.781 > F table value of 2.700, and a significance value of 0.000 < 0.05. The adjusted coefficient of determination (R Square) is 0.292, meaning that 29.2% of the dependent variable can be explained by the independent variables, while the remaining 70.8% is explained by other variables outside the ones studied.
Co-Authors Gami, Emelia Rahmadany Putri Hadian, Arief Yayuk Yuliana Yayuk