Published: 2024-08-24
The Impact of Social Media Marketing and Brand Awareness on Purchasing Decisions on Cosmetic Products
DOI: 10.35870/ijmsit.v4i2.2861
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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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Article Information
This article has been peer-reviewed and published in the International Journal of Management Science and Information Technology. The content is available under the terms of the Creative Commons Attribution 4.0 International License.
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Issue: Vol. 4 No. 2 (2024)
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Section: Articles
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Published: %750 %e, %2024
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License: CC BY 4.0
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Copyright: © 2024 Authors
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DOI: 10.35870/ijmsit.v4i2.2861
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Rahmat Cahyo Dinarso
Master of Management, Universitas Muhammadiyah Jember, Indonesia
Dwi Aprilia Nurhaliza
Master of Management, Universitas Muhammadiyah Jember, Indonesia
Nurul Qomariah
Master of Management, Universitas Muhammadiyah Jember, Indonesia
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