PENGARUH SOCIAL MEDIA MARKETING, BRAND IMAGE DAN BRAND AWARENESS TERHADAP KEPUTUSAN PEMBELIAN SCARLETT WHITENING

Lisma Indriani; Kartini Harahap

doi:10.55047/jekombital.v3i1.762

Lisma Indriani* Universitas Sumatera Utara
Kartini Harahap Universitas Sumatera Utara

DOI: https://doi.org/10.55047/jekombital.v3i1.762

Keywords: Brand Image, Brand Awareness, Purchase Decision, Social Media Marketing

Abstract

Customer decision in selecting and purchasing a particular brand are influenced by various factors like social media marketing, brand image, and brand awareness. This study is focused on examining how social media marketing, brand image, and brand awareness impact the decision-making process for purchasing Scarlett Whitening products. The research employs a quantitative methodology with an associative approach. Data analysis involves testing for validity, reliability, classical assumptions, multiple linear regression, and hypothesis testing. The study's results indicate that social media marketing, brand image, and brand awareness each have a positive and significant impact on purchasing decisions for Scarlett Whitening products, both independently and together.

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