PENGARUH BRAND AWARNESS DAN ONLINE CUSTOMER REVIEW TERHADAP MINAT BELI BRAND SKINTIFIC PADA MAHASISWI PASCASARJANA UNIVERSITAS SANGGA BUANA YPKP BANDUNG ANGKATAN 2024/2025

  • Andri Kusmayadi Rachmat Universitas Sanggabuana YPKP Bandung
  • Dea Amanda Universitas Sanggabuana YPKP Bandung
  • Melani Tri Astuti Universitas Sanggabuana YPKP Bandung
  • Mochamad Zibran Haykal Ramadhan Universitas Sangga Buana YPKP Bandung
  • Nadia Sarah Shabrina Universitas Sangga Buana YPKP Bandung
  • Neneng Trisna Yanti Universitas Sangga Buana YPKP Bandung
  • Puji Lestari Hasibuan Universitas Sangga Buana YPKP Bandung
  • Nurhaeni Sikki Universitas Sangga Buana Ypkp Bandung
DOI: https://doi.org/10.52362/jisamar.v9i1.1762

Abstract

This research aims to analyze the influence of brand awareness and online customer reviews on the purchase interest in Skintific beauty products among postgraduate students of Universitas Sangga Buana YPKP Bandung, class of 2024/2025. The research method used is quantitative with a survey approach, involving a sample of 98 respondents selected purposively. Data were collected through an online questionnaire consisting of measurement scales for brand awareness, online customer reviews, and purchase intention. The research results show that brand awareness has a positive and significant impact on purchase interest, where the higher the consumer awareness of the Skintific brand, the greater their interest in buying the product. In addition, online customer reviews were also found to  have a positive and significant impact on purchase intention, where online customer reviews play an important role in shaping trust and purchase decisions. Regression analysis shows that both variables, brand awareness and online customer review, simultaneously have a significant impact on consumer purchase intention. This research underscores the importance of marketing strategies that prioritize increasing brand awareness and managing online reviews to drive purchase interest among young consumers, particularly among postgraduate female students. These findings have implications for Skintific's management in designing more effective marketing campaigns in the digital era.

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Author Biographies

Andri Kusmayadi Rachmat, Universitas Sanggabuana YPKP Bandung

Program Studi Magister Manajemen

Dea Amanda, Universitas Sanggabuana YPKP Bandung

Program Studi Magister Manajemen

Melani Tri Astuti, Universitas Sanggabuana YPKP Bandung

Program Studi Magister Manajemen

Mochamad Zibran Haykal Ramadhan, Universitas Sangga Buana YPKP Bandung

Program Studi Magister Manajemen

Nadia Sarah Shabrina, Universitas Sangga Buana YPKP Bandung

Program Studi Magister Manajemen

Neneng Trisna Yanti, Universitas Sangga Buana YPKP Bandung

Program Studi Magister Manajemen

Puji Lestari Hasibuan, Universitas Sangga Buana YPKP Bandung

Program Studi Magister Manajemen

Nurhaeni Sikki, Universitas Sangga Buana Ypkp Bandung

Program Studi Magister Manajemen

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Published
2025-02-08
How to Cite
RACHMAT, Andri Kusmayadi et al. PENGARUH BRAND AWARNESS DAN ONLINE CUSTOMER REVIEW TERHADAP MINAT BELI BRAND SKINTIFIC PADA MAHASISWI PASCASARJANA UNIVERSITAS SANGGA BUANA YPKP BANDUNG ANGKATAN 2024/2025. Journal of Information System, Applied, Management, Accounting and Research, [S.l.], v. 9, n. 1, p. 347-358, feb. 2025. ISSN 2598-8719. Available at: <https://www.journal.stmikjayakarta.ac.id/index.php/jisamar/article/view/1762>. Date accessed: 05 july 2025. doi: https://doi.org/10.52362/jisamar.v9i1.1762.
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Vol 9 No 1 (2025): JISAMAR (December-February 2025)
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Articles
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