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All Journal JURISMA: Jurnal Riset Bisnis & Manajemen JUDICIOUS: Journal of Management Jurnal Penelitian dan Pengkajian Ilmiah
Suhardi, Mulyadi
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Humanities Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Environmental Science Public Health

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Pengaruh Brand Awareness dan Harga terhadap Keputusan Pembelian Parfum Scarlett di Shopee Adawiah, Siti Robiah Al; Suhardi, Mulyadi
CENDEKIA : Jurnal Penelitian dan Pengkajian Ilmiah Vol. 3 No. 1 (2026): CENDEKIA : Jurnal Penelitian dan Pengkajian Ilmiah, Januari 2026
Publisher : Lembaga Pendidikan dan Penelitian Manggala Institute

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.62335/cendekia.v3i1.2296

Abstract

The rapid growth of e-commerce in Indonesia has intensified competition among local perfume brands, particularly on marketplace platforms such as Shopee. In this competitive environment, brand awareness and price are considered strategic factors influencing consumers’ purchase decisions. This study aims to examine the effect of brand awareness and price on purchase decisions for Scarlett perfume products on Shopee, both partially and simultaneously. This research employs a quantitative approach using a survey method with 96 respondents who have previously purchased Scarlett perfume on Shopee. Data analysis was conducted using multiple linear regression, supported by classical assumption tests, t-tests, F-tests, and the coefficient of determination (R²). The results indicate that brand awareness has a positive and significant effect on purchase decisions. Price also shows a positive and significant influence on purchase decisions. Simultaneously, brand awareness and price significantly affect purchase decisions, with an R² value of 0.776. These findings highlight the importance of strengthening brand awareness alongside appropriate pricing strategies to enhance consumers’ purchase decisions for local perfume products in digital marketplace environments.
Co-Authors Adawiah, Siti Robiah Al Al-Farizs, Jidan Al-Farizs Alivia, Nazwa Aulia, Mohamad Donie Bonse Aris Mandala Putra Simangunsong Efrida, Irma Fasha, Zahra Aprili Fauzan, Fawwar Fitriani, Ayu Desi Hariyadi, Septian Haskoro, Nastiti Intan Herdiansyah, Moch Fachreza Indah, Neng Susan Wulan Purnama Louw, Rachmi Febryani Maskanah, Siti Neng Mela, Mela Mintawati, Hesri Nabillah, Adinda Nurhafida, Gishella puspita, dela Putri Puspita sari Putri, Dwi Novianti Safhira, Futri Salsabilla, Rhaisa Saputra, Galih Aditya Sukma, Novia Indah Supriyadi, Agung Wijaya, Rian Maulana Winfrey, Eveline Yodan, Yosia