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All Journal Journal of Management - Small and Medium Enterprises (SME's)
Maulana, Adelia Putri Nazti
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Economics, Econometrics & Finance

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PENGARUH BRAND AWARENESS DAN RELIGIUSITAS TERHADAP KEPUTUSAN PEMBELIAN CUSTOMER PRODUK PRO ISRAEL Maulana, Adelia Putri Nazti; Safaatillah, Nurus; Uzlifatul, Lilik; Sustyorini, Emalia Nova
Journal of Management Small and Medium Enterprises (SMEs) Vol 17 No 3 (2024): JOURNAL OF MANAGEMENT Small and Medium Enterprises (SME's)
Publisher : Universitas Nusa Cendana

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35508/jom.v17i3.15086

Abstract

Garnier, a new product from PT. L'oreal Indonesia offers affordable prices and various variants with the latest innovations. However, political and religious controversies involving Israel often create negative perceptions of pro-Israel products. The focus of this research is the analysis of the influence of Brand Awareness and Religiosity on customer Purchasing Decisions of pro-Israel products on Garnier products at Abel Store. This study aims to determine the influence of Brand Awareness and Religiosity on Purchasing Decisions. This study used a sample of 105 respondents with the method of quantitative analysis and processed using Smart PLS. The results of this study show that Brand Awareness and Religiosity have a positive and significant effect, partially and simultaneously. Keywords: Brand Awareness; Religiosity; Purchasing Decisions
Co-Authors Safaatillah, Nurus Sustyorini, Emalia Nova Uzlifatul, Lilik