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All Journal Pendidikan Geografi Menara Ilmu Jurnal Ekonomi dan Bisnis Dharma Andalas Jurnal Menara Ekonomi : Penelitian dan Kajian Ilmiah Bidang Ekonomi Jurnal Ekonomika Dan Bisnis Jurnal Pengabdian Masyarakat Dharma Andalas JEBD Journal of Business Economics and Management
Nofri Yendra
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Aerospace Engineering Agriculture, Biological Sciences & Forestry Arts Astronomy Automotive Engineering Biochemistry, Genetics & Molecular Biology Chemical Engineering, Chemistry & Bioengineering Chemistry Civil Engineering, Building, Construction & Architecture Computer Science & IT Control & Systems Engineering Decision Sciences, Operations Research & Management Dentistry Earth & Planetary Sciences Economics, Econometrics & Finance Education Electrical & Electronics Engineering Energy Engineering

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Pengaruh Brand Awareness dan Brand Image Terhadap Keputusan Pembelian Pada Produk Skincare The Originote Pada Mahasiswa Jurusan S1 Manajemen Universitas Dharma Andalas Marnia Sarah; Nofri Yendra
Jurnal Ekonomi dan Bisnis Digital Vol. 3 No. 1 (2025): Juli - September
Publisher : CV. ITTC INDONESIA

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Abstract

This research aims to analyze the influence of brand awareness and brand image on purchase decisions of The Originote skincare products among undergraduate management students at Universitas Dharma Andalas. The background of this study is the increasing use of skincare among students and the tight competition among local brands, which require companies to build strong brand awareness and a positive brand image to attract consumers. The research method used is quantitative, with questionnaires distributed to 108 student respondents. The data were analyzed using validity and reliability tests, classical assumption tests, and multiple linear regression with SPSS. The results show that brand awareness has a positive and significant effect on purchase decisions, brand image also has a positive and significant effect on purchase decisions, and both variables together have a significant influence on purchase decisions of The Originote skincare products.In conclusion, the higher the brand awareness and brand image, the greater the possibility that students will decide to purchase The Originote skincare products.
Co-Authors A, Saadi Maimun Agus, Taufik Alfito Firnando Yunus Haryeni Haryeni Haryeni Haryeni, Haryeni Idwar, Idwar Intan Permata Sari Kamila, Zahra Lasti Yossi Hastini Marnia Sarah Mawadah, Aulia Mohammad Abdilla Muhammad Khalbi Nefilinda Nefilinda Rahmad Kurniawan Rahman, Ardi Abdillah Rahmasari, Nisya Cesaryani Rajunas, Rajunas Riski, Tri Rachmat Rismanda, Rachyta Saputra, Albi Siska Lusia Putri Slamet M.Pd Rianto Yan Fitri, Mellyna Eka Yenni Del Rosa