Pengaruh Brand Awareness dan Brand Reputation terhadap Keputusan Pembelian Produk Merek Wardah

Abstract

This study aims to investigate the influence of brand awareness and brand reputation on purchasing decisions with a case study of the Wardah brand. The approach used in this research is quantitative method. The sampling technique applied was purposive sampling, involving 101 respondents. The research respondents consisted of men and women aged around 17-57 years old, domiciled in Indonesia, and users of Wardah brand skincare and make-up products. The data collected was primary data obtained through a Google Form questionnaire. The research uses closed questions with a Likert Scale, which includes the answer criteria strongly disagree, disagree, agree and strongly agree. The data analysis technique uses Partial Least Square with the help of SmartPLS software version 4.1.0.0. The results showed that brand awareness has a positive and significant influence on purchasing decisions. In contrast, brand reputation does not exert a significant influence on purchasing decisions.