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Journal : Journal of Business Management

Purchase Decisions of Local Cosmetic Products among Generation Z: The Role of Brand Awareness, Brand Trust, and Brand Attitude Rachman, Eva Syariefah; Amarullah, Dudi; Astria, Nikita; Sakti, Aditya Sindu; Krois, Adysabzan T.
Journal of Business Management Vol. 3 No. 2 (2025): December
Publisher : Indonesian Journal Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47134/jobm.v3i2.177

Abstract

The growth of the local cosmetics industry in Indonesia has shown significant growth in recent years, especially among Generation Z. This study aims to analyze the influence of brand awareness and brand trust on purchasing decisions for local cosmetic products, with brand attitude as a mediating variable. The research method uses a quantitative approach with an online survey of 164 Generation Z respondents who have purchased local cosmetics. Data analysis uses Structural Equation Modeling Partial Least Squares (SEM-PLS). The results show that brand awareness and brand trust have a significant positive effect on brand attitude. Brand attitude also has a significant effect on purchasing decisions. In addition, brand attitude is proven to mediate the influence of brand awareness and brand trust on purchasing decisions. These findings emphasize the importance of brand strengthening strategies to build positive consumer attitudes as a basis for forming purchasing decisions.
Co-Authors Abdul Hamid ABDUL ROKHMAN Abulkhair Abdullah Adhimi, Cici Sayyidatul Ainun Syajidah, Hanna Akhyar, Miftakhul Al-Hadi, Muhammad Muflih Zaki Amalia Puspa Wahyu Ambar Pramudita, Galuh Amran Nur Anggaraini, Yessy Puspa Arrofiqi, Mochammad Rasyad Astria, Nikita Bambang Tjiroso, Bambang Bheta Sari Dewi Chalid, Nurdin Cici Sayyidatul Adhimi Deta Hilar Nurrohmah Devi Ristian Octavia Dihir, Sri Defi Dudi Amarullah Elasari Dwi Pratiwi Fachry Abda El Rahman Fadhila, Salsabila Nur Firdiyansyah, Moh. Rofiqi Fransisca Dita Mayangsari Galuh Ambar Pramudita Hanna Ainun Syajidah Hidayat, Ferdian Imam, Fathul Rizky S. Imtiyaaz, Moh Thaariq Zelda Irma Susanti Jazilah Khikmia Suwandi Khan, Muhammad Adil khusnul khotimah Krois, Adysabzan T. Kusumo, Djati Wulan Laela Novitasari Lutfiana, Era M. Ahsanul Farihin Maharani, Tiara Anisa Manzil, Li’izzah Diana Marhamah Marhamah Mentari, Merry Anggelya Merry Anggelya Mentari Miftah, Siraj Nur Rafi Muhammad Nurul Fadel Muhammad Syaiful Amin Muhammad, Apriyanti Muhlis, Widyawati Novitasari, Laela Nurdin Chalid Nurin, Eka Filza Nurul Izzah H. L. Pasi Nur’aini Al Wahida Octavia, Devi Ristian Putri, Amalia Winanda Rachman, Eva Syariefah Rope, Mohammad Reza Vitra Sandrawati Sandrawati, Sandrawati Sari, Popy Dwi Permata Setianingsih, Elfrida Rosselly Sholichatin, Haeny Siregar, Khoiryah Miagori Siti Mutamimah, Siti Sri Bintang Sahara Mahaputra Kusuma Negara Sri Bintang Sahara Mahaputra Kusumanegara Sundari TOKA, WAHYUNITA DO Wibowo, Alfina Wijayanti Yulimanida, Herri Zuhri, Mukhammad Syaifuddin