Faktor Penentu Keputusan Pembelian Avoskin: Persepsi Harga, E-WOM, dan Kesadaran Merek
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Abstract
This study fills the research gap by exploring the driving factors behind purchasing Avoskin products in Jakarta. The variables examined include brand awareness, price perception, electronic word of mouth and purchase decisions. Using a sample of 222 Avoskin customers, purposive sampling was applied to collect data through an online questionnaire, and the data were analyzed using PLS-SEM. The results indicate that brand awareness and price perception influence purchase decisions. Additionally, electronic word of mouth directly affects purchase decisions and indirectly impacts them through brand awareness.
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