Pengaruh Social Media Marketing, Brand Image, dan Brand Awareness Terhadap Keputusan Pembelian Scarlett Whitening

Abstract

In the midst of increasing competition in the beauty and skin care business, businesses engaged in this field are required to continue to improve their marketing performance in order to continue to compete and increase consumer purchasing decisions for their products. Consumer decisions to buy a product are influenced by several factors, including marketing carried out by the company, brand image and consumer awareness of a brand, so that the company can compete with other brands. This study aims to analyze how social media marketing, brand image, and brand awareness influence purchasing decisions for Scarlett Whitening. The effect of social media marketing, brand image, and brand awareness will be examined partially and simultaneously on purchasing decisions. The form of research used in this research is quantitative research. Sampling was done through purposive sampling technique and used 100 respondents as samples. The primary data used in this study were obtained by distributing questionnaires, while secondary data were obtained through literature studies. Questionnaires were distributed throughout Indonesia using google form. The data analysis methods used are validity test, reliability test, classical assumption test, multiple linear regression analysis, and hypothesis testing. The results of the research conducted show that social media marketing, brand image, and brand awareness variables have a positive and significant effect both partially and simultaneously on Scarlett Whitening purchasing decisions. The coefficient of determination test shows that there is a fairly close relationship between social media marketing, brand image, and brand awareness on purchasing decisions with an R value of 0.782 with an influence level of 59.9%, while the remaining 40.1% is influenced by other variables outside this study.