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p-Index From 2020 - 2025
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All Journal Journal of Information System, Applied, Management, Accounting and Research
Ramadhan, Mochamad Zibran Haykal
Unknown Affiliation
Computer Science & IT Decision Sciences, Operations Research & Management

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PENGARUH BRAND AWARNESS DAN ONLINE CUSTOMER REVIEW TERHADAP MINAT BELI BRAND SKINTIFIC PADA MAHASISWI PASCASARJANA UNIVERSITAS SANGGA BUANA YPKP BANDUNG ANGKATAN 2024/2025 Rachmat, Andri Kusmayadi; Amanda, Dea; Astuti, Melani Tri; Ramadhan, Mochamad Zibran Haykal; Shabrina, Nadia Sarah; Yanti, Neneng Trisna; Hasibuan, Puji Lestari; Sikki, Nurhaeni
Journal of Information System, Applied, Management, Accounting and Research Vol 9 No 1 (2025): JISAMAR (December-February 2025)
Publisher : Sekolah Tinggi Manajemen Informatika dan Komputer Jayakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.52362/jisamar.v9i1.1762

Abstract

This research aims to analyze the influence of brand awareness and online customer reviews on the purchase interest in Skintific beauty products among postgraduate students of Universitas Sangga Buana YPKP Bandung, class of 2024/2025. The research method used is quantitative with a survey approach, involving a sample of 98 respondents selected purposively. Data were collected through an online questionnaire consisting of measurement scales for brand awareness, online customer reviews, and purchase intention. The research results show that brand awareness has a positive and significant impact on purchase interest, where the higher the consumer awareness of the Skintific brand, the greater their interest in buying the product. In addition, online customer reviews were also found to have a positive and significant impact on purchase intention, where online customer reviews play an important role in shaping trust and purchase decisions. Regression analysis shows that both variables, brand awareness and online customer review, simultaneously have a significant impact on consumer purchase intention. This research underscores the importance of marketing strategies that prioritize increasing brand awareness and managing online reviews to drive purchase interest among young consumers, particularly among postgraduate female students. These findings have implications for Skintific's management in designing more effective marketing campaigns in the digital era.
Co-Authors Amanda, Dea Astuti, Melani Tri Hasibuan, Puji Lestari Rachmat, Andri Kusmayadi Shabrina, Nadia Sarah Sikki, Nurhaeni Yanti, Neneng Trisna