Effect of Digital Marketing on Purchase Decision through Brand Awareness of Skintific Products in Makassar

Dyah Rachma Wijayanti H.P

doi:10.59890/ijatss.v4i7.273

Authors

Dyah Rachma Wijayanti H.P Intitut Teknologi Kesehatan dan Bisnis Graha Ananda, Palu, Indonesia

DOI:

https://doi.org/10.59890/ijatss.v4i7.273

Keywords:

Digital Marketing, Brand Awareness, Purchase Decision, Path Analysis, Skintific

Abstract

This study examines the effect of digital marketing on purchase decisions of Skintific skincare products in Makassar City, Indonesia, with brand awareness as an intervening variable. Using a quantitative associative design, data were collected from 400 female respondents selected through purposive sampling; all were active social media users aged 17-30 who had purchased Skintific's 5x Ceramide Barrier Repair Moisture Gel Moisturizer through TikTok Shop or Shopee. An online questionnaire using a modified four-point Likert scale was analyzed through validity and reliability tests, a partial t-test, path analysis, and the Sobel test. The results show that digital marketing has a positive and significant effect on both brand awareness and purchase decisions, and that brand awareness has a positive and significant effect on purchase decisions. Path analysis indicates that the indirect effect of digital marketing on purchase decisions through brand awareness (0.318) exceeds its direct effect (0.291), and the Sobel test confirms that brand awareness significantly mediates this relationship. These findings suggest that consistent, informative digital marketing content is essential for building brand awareness, which in turn drives consumers' purchase decisions in the competitive skincare industry

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