Brand Awareness and Product Quality Toward Online Purchase Intention of Skintific Skincare via Shopee

Abstract

The increasingly fierce competition in the beauty industry has prompted companies to strengthen their brand awareness and improve product quality in order to remain competitive in the digital marketplace. The increase in online shopping transactions on the Shopee platform also indicates a change in consumer behavior in purchasing decisions. This study aims to analyze the influence of brand awareness and product quality on online purchasing interest in Skintific Skincare products through the Shopee platform. This research method employs a descriptive, quantitative approach, involving the distribution of questionnaires to students of SMK Bisnis Indonesia. Sampling was conducted using incidental sampling methods, involving 105 respondents. The data analysis technique used to test the research hypothesis is multiple linear regression analysis. The results of the study indicate that brand awareness and product quality have a partially positive, significant effect on the online purchase intention for scientific skincare on Shopee at SMK Bisnis Indonesia. Both individually and collectively, on consumer purchasing decisions. The coefficient of determination of 0.763 indicates that these two variables account for 76.3% of purchase intention, while the remaining 23.7% is influenced by other factors not examined in this study. Thus, the research hypothesis can be accepted and proven to be true.