PENGARUH PERIKLANAN DAN BRAND AWARENESS TERHADAP KEPUTUSAN PEMBELIAN FACIAL WASH GARNIER MEN DI INSTAGRAM PADA KOTA PALEMBANG

MISHBAH, MUHAMMAD and Nofiawaty, Nofiawaty (2025) PENGARUH PERIKLANAN DAN BRAND AWARENESS TERHADAP KEPUTUSAN PEMBELIAN FACIAL WASH GARNIER MEN DI INSTAGRAM PADA KOTA PALEMBANG. Undergraduate thesis, Sriwijaya University.

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Abstract

This research aims to analyze the influence of advertising and brand awareness on the purchasing decisions of Garnier Men facial wash products on Instagram, specifically in Palembang City. The method used is a quantitative approach by distributing questionnaires to 100 respondents selected through purposive sampling technique. The analysis techniques used are T-test, F-test, and Multiple Linear Regression Analysis with the help of SPSS software. The results of the study show that advertising and brand awareness have a simultaneous and significant influence on purchasing decisions. Both variables also have a positive influence, with brand awareness being the dominant variable. These findings indicate that the quality of advertising message delivery and the strength of the brand in the minds of consumers play an important role in encouraging purchasing decisions. Therefore, marketing strategies through social media, especially Instagram, need to be effectively developed to increase consumer engagement and loyalty.

Item Type:	Thesis (Undergraduate)
Uncontrolled Keywords:	Periklanan, Brand Awareness, Keputusan Pembelian
Subjects:	H Social Sciences > HF Commerce > HF5469.7-5481 Markets. Fairs
Divisions:	01-Faculty of Economics > 61201-Management (S1)
Depositing User:	Muhammad Mishbah
Date Deposited:	17 Jun 2025 03:45
Last Modified:	17 Jun 2025 03:45
URI:	http://repository.unsri.ac.id/id/eprint/175682

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