The Impact Of Brand Awarness, Brand Loyalty And Brand Image On Interest In Buyıng Skıntıfıc Skıncare Products In The Lazada Marketplace (Case Study Of Lazada Consumer In Cırebon Cıty)

Gery Shishi Adella (Faculty of Economics and Business, Gunung Jati Swadaya University)
David Fadzillah (Faculty of Economics and Business, Gunung Jati Swadaya University)
Bayu Lesmana Putra (Faculty of Economics and Business, Gunung Jati Swadaya University)
Rahmadi Rahmadi (Faculty of Economics and Business, Gunung Jati Swadaya University)

Asian Journal of Management, Entrepreneurship and Social Science
Vol. 4 No. 02 (2024): May, Asian Journal of Management Entrepreneurship and Social Science ( AJMESC

The objective of this research is to find out if brand image, brand loyalty, and brand awareness impact buyers' interest in buying skincare items on Lazada.com. The research sample for this study consisted of 83 respondents who completed an online Likert scale survey as part of a non-probability sampling technique conducted through Google Forms. With the correlation value (Pearson correlation) for each statement displaying the computed r value > from r table (0.216) or p value < 0.05, the research Report Phrase results prove the validity and reliability of the questionnaire. Traditional hypothesis tests include heteroscedasticity, multicollinearity, which displays tolerance values of 0.343, 0.542, and 0.410 for independent variables, and normality of the normal distribution with a significance value of 0.200 and a significance level higher than 0.05. For data analysis, use the regression equation F, T, and the coefficient of determination.