The Influence of Brand Awareness on Purchase Decision Via Instagram
DOI:
https://doi.org/10.55606/juitik.v6i2.2224Keywords:
Brand Awareness, Consumer Behavior, Instagram Marketing, Purchase Decision, Social MediaAbstract
This research aims to analyze the influence of Brand Awareness on the Purchase Decision of Four Season Medicated Oil products on the Instagram account @fourseasonmedicatedoil. This study also seeks to provide a clearer understanding of how consumers recognize, recall, and perceive the brand through digital marketing activities on social media platforms. The research method used is descriptive quantitative with data collection conducted through questionnaires distributed to 100 respondents who are followers of the @fourseasonmedicatedoil account and have previously purchased the product, using purposive sampling techniques. The measurement scale applied in this study is the Guttman Scale to obtain firm and consistent responses from participants. Data analysis was conducted using descriptive analysis, normality test, linearity test, simple linear regression analysis, partial test (t-test), and coefficient of determination (R²) to measure the strength of the relationship between variables. The results of the research show that Brand Awareness has a positive and significant effect on Purchase Decision, indicating that higher brand awareness tends to increase the likelihood of consumers making purchasing decisions.
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