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

Rahmat Cahyo Dinarso, Dwi Aprilia Nurhaliza, Nurul Qomariah

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.

Keywords

Social media marketing ; Brand awareness ; Buying decision

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Cahyo Dinarso, R., Aprilia Nurhaliza, D., & Qomariah, N. (2024). The Impact of Social Media Marketing and Brand Awareness on Purchasing Decisions on Cosmetic Products. International Journal of Management Science and Information Technology, 4(2), 346-350. https://doi.org/10.35870/ijmsit.v4i2.2861
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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.

  • Issue: Vol. 4 No. 2 (2024)

  • Section: Articles

  • Published: August 24, 2024

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Author Biographies
Rahmat Cahyo Dinarso
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Master of Management, Universitas Muhammadiyah Jember, Indonesia

Dwi Aprilia Nurhaliza
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Master of Management, Universitas Muhammadiyah Jember, Indonesia

Nurul Qomariah
Google Scholar ResearchGate ORCID

Master of Management, Universitas Muhammadiyah Jember, Indonesia

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