<![CDATA[This study aims to determine the influence of brand awareness and brand image on purchasing decisions for men's personal care products under the Kahf brand in Kolaka Regency. This study uses a quantitative approach with a survey method. The research subjects were male consumers using Kahf products in Kolaka Regency, with a sample size of 110 respondents obtained using a purposive sampling technique. Data collection was carried out by distributing questionnaires with a Likert scale. The data analysis technique used was Structural Equation Modeling (SEM) based on Partial Least Square (PLS) with the help of SmartPLS software. The results of the study indicate that brand awareness has a positive and significant effect on purchasing decisions, and brand image also has a positive and significant effect on purchasing decisions. Which identifies that the higher the level of consumer awareness of the brand and the better the brand image they have, the more it will increase consumer purchasing decisions for Kahf products. Thus, it can be concluded that both variables the is an important factor that companies need to pay attention to in increasing consumer purchasing decisions for men's personal care products . that , the company recommended For Keep going increase awareness brand through consistent promotion across various media , strengthening Work The same with influencers, as well as maintain image brand through improvement quality and innovation product .]]>
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