Work

Pengaruh Brand Awareness Dan Religiusitas Terhadap Keputusan Pembelian Customer Produk Pro Israel

Year: 2024

Type: article

Abstract: Garnier, a new product from PT. L'oreal Indonesia offers affordable prices and various variants with the latest innovations. However, political and religious controversies involving Israel often create negative perceptions of pro-Israel products. The focus of this research is the analysis of the influence of Brand Awareness and Religiosity on customer Purchasing Decisions of pro-Israel products on Garnier products at Abel Store. This study aims to determine the influence of Brand Awareness and Religiosity on Purchasing Decisions. This study used a sample of 105 respondents with the method of quantitative analysis and processed using Smart PLS. The results of this study show that Brand Awareness and Religiosity have a positive and significant effect, partially and simultaneously. Keywords: Brand Awareness; Religiosity; Purchasing Decisions

Source: Journal of Management Small and Medium Enterprises (SMEs)

DOI: 10.35508/jom.v17i3.15086

Authors: Adelia Putri Nazti Maulana, Nurus Safaatillah, Lilik Uzlifatul, Emalia Nova Sustyorini

Institution: Universitas Islam Lamongan

Language: English

Topic: Consumer Behavior and Marketing Influence

Subfield: Marketing

Field: Business, Management and Accounting

Domain: Social Sciences

Open Access status: gold

Estimated APC paid: $25

OpenAlex ID: W4404952256

FWCI:

Cites:

Cited by:

Related to: 10