<![CDATA[Penelitian ini mengisi senjang penelitian sebelumnya dengan mengeksplorasi faktor pendorong untuk membeli produk Avoskin di Jakarta. Variabel yang diteliti mencakup kesadaran merek, persepsi harga, electronic word of mouth, dan keputusan pembelian. Melalui sampel 222 pelanggan Avoskin, metode purposive sampling diterapkan untuk mengumpulkan data melalui kuesioner daring dan menganalisis data menggunakan PLS-SEM. Hasil menunjukkan bahwa kesadaran merek dan persepsi harga memengaruhi keputusan pembelian. Selain itu, electronic word of mouth juga memiliki pengaruh secara langsung terhadap keputusan pembelian dan tidak langsung melalui kesadaran merek. This study fills the research gap by exploring the driving factors behind purchasing Avoskin products in Jakarta. The variables examined include brand awareness, price perception, electronic word of mouth and purchase decisions. Using a sample of 222 Avoskin customers, purposive sampling was applied to collect data through an online questionnaire, and the data were analyzed using PLS-SEM. The results indicate that brand awareness and price perception influence purchase decisions. Additionally, electronic word of mouth directly affects purchase decisions and indirectly impacts them through brand awareness.]]>
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