International Journal of Management Science and Information Technology (IJMSIT)
Vol. 4 No. 2 (2024): July - December 2024

The Impact of Social Media Marketing and Brand Awareness on Purchasing Decisions on Cosmetic Products

Cahyo Dinarso, Rahmat (Unknown)
Aprilia Nurhaliza, Dwi (Unknown)
Qomariah, Nurul (Unknown)

Article Info

Publish Date
24 Aug 2024

Abstract

Competition between whitening cosmetic products is increasing with the emergence of new products endorsed by artists. The first aim of this research is to find out and analyze the impact of social media marketing on purchasing decisions, the second aim is to find out and analyze the impact of brand awareness on purchasing decisions. All Scarlet cosmetics users at the Scarlet Fitriajaya Banyuwangi Outlet are the population in this study. A total of 180 respondents were sampled in this research. Validity tests and reliability tests were used in this research to test the research questionnaire. The research hypothesis developed needs to be tested using hypothesis testing. The research results show that social media marketing and brand awareness have a positive impact on purchasing decisions for scarlet cosmetic products.

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Journal Info
International Journal of Management Science and Information Technology (IJMSIT)
Website

Abbrev

IJMSIT

Publisher

Lembaga Komunitas Informasi Teknologi Aceh

Subject

Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

Description

The development of science related to good technology, information, and communication, both theoretically and empirically has proven to have a positive impact on various aspects of people lives. The development of the science of Information and Communication Technology provides many benefits to ...