Pengaruh Brand Awareness, Online Customer Review, dan Social Media Marketing Terhadap Keputusan Pembelian Produk Skincare Peeling Serum Elformula

This study aims to examine and analyze the influence of brand awareness, online customer reviews, and social media marketing on the purchase decision of the Elformula peeling serum skincare product. The study targeted a population of consumers who have previously purchased and used the Elformula peeling serum skincare product. The sample size consisted of 84 respondents, selected using a purposive sampling method. The results of this study indicate that brand awareness does not significantly influence the purchase decision of the Elformula peeling serum skincare product. Meanwhile, online customer reviews and social media marketing were found to have a significant impact on the purchase decision of the Elformula peeling serum skincare product.