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All Journal Jurnal Manajemen dan Agribisnis EKUITAS (Jurnal Ekonomi dan Keuangan) Journal of Student Development Informatics Management (JoSDIM) Journal of International Conference Proceedings Journal of Business Integration Competitive
Tirtayasa, Satria
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Agriculture, Biological Sciences & Forestry Humanities Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Electrical & Electronics Engineering Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media

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Journal : Journal of Business Integration Competitive

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The influence of Brand Awareness on Purchase Decision Mediated by Purchase Interest on Cosmetic Products Online in Medan City Tirtayasa, Satria; Khair, Hazmanan; Tusakdiah, Halimah
Journal of Business Integration Competitive Vol. 1 No. 2 (2025): Journal of Business Integration Competitive
Publisher : Yayasan Bina Bisnis Nusantara Medan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.64276/jobic.v1i2.23

Abstract

This study aims to analyze and determine the effect of Brand Awareness and Online Customer Reviews on the purchasing decision of Maybelline lipstick products in online e-commerce among students in Medan. The study uses an associative approach with a sample of 386 students who use Maybelline lipstick. Data was collected through questionnaires, and the data was analyzed using quantitative analysis with Smart PLS (Partial Least Squares) for hypothesis testing and model evaluation. The findings show that Brand Awareness has a significant influence on the purchasing decision of Maybelline lipstick products in e-commerce. Online Customer Reviews also significantly affect the purchasing decision of Maybelline lipstick in e-commerce. Furthermore, Brand Awareness significantly influences the purchase interest in Maybelline lipstick, while Online Customer Reviews similarly affect purchase interest. Purchase interest, in turn, significantly influences the purchasing decision of Maybelline lipstick in e-commerce. The results also show that Brand Awareness affects purchasing decisions through purchase interest, as does Online Customer Reviews.
Co-Authors Hazmanan Khair, Hazmanan Hermawan, Joko Jufrizen Kartaatmaja, R.S. Maya Sari, Maya Sari Muhammad Said Siregar Owen De Pinto Simanjuntak Pirari, Wimpi Siski Purba, Roberto Roy Rahmat, Muhammad Siagian, Hendra Sakti Putra Suwito Suwito Tambunan, Elisabet Tusakdiah, Halimah Yusri, Mohammad