Pengaruh Brand Awareness Safi White Natural Terhadap Keputusan Pembelian: Survei Pada Mahasiswa Ilmu Komunikasi Universitas Muhammadiyah Jakarta Angkatan 2021-2022

Dea Zhafira Widya Ningsih ; Aminah Swarnawati
Jurnal Penelitian Komunikasi dan Sosialisasi 📅 2025 Vol 1, No 2 🔗 DOI: 10.62383/dialogika.v1i2.309
Abstract
This study aims to analyze the effect of brand awareness on purchasing decisions for Safi White Natural products among female Communication Science students of Universitas Muhammadiyah Jakarta, batch 2021-2022. This study uses a survey method to collect data from respondents. The population in this study were all female Communication Science students of UMJ, batch 2021-2022, with a sample of 77 respondents taken using simple random sampling techniques and calculated using the Slovin formula. The results showed that the level of brand awareness of Safi White Natural was in the high category, with an average value of 3.52 on the Likert scale. Respondents stated that they recognized Safi products through various media, including social media, television advertisements, and personal usage experiences. In addition, purchasing decisions showed good results, with an average value of 3.50, where the majority of respondents considered Safi products to be in accordance with their skincare needs. Simple linear regression analysis showed that brand awareness had a significant influence on purchasing decisions, with a correlation coefficient value (
Keywords
Brand Awareness; Purchase Decision; Safi White Natural
How to Cite

Dea Zhafira Widya Ningsih & Aminah Swarnawati (2025). Pengaruh Brand Awareness Safi White Natural Terhadap Keputusan Pembelian: Survei Pada Mahasiswa Ilmu Komunikasi Universitas Muhammadiyah Jakarta Angkatan 2021-2022. Jurnal Penelitian Komunikasi dan Sosialisasi, 1(2). https://doi.org/10.62383/dialogika.v1i2.309

Dea Zhafira Widya Ningsih; Aminah Swarnawati, "Pengaruh Brand Awareness Safi White Natural Terhadap Keputusan Pembelian: Survei Pada Mahasiswa Ilmu Komunikasi Universitas Muhammadiyah Jakarta Angkatan 2021-2022," Jurnal Penelitian Komunikasi dan Sosialisasi, vol. 1, no. 2, 2025.

Dea Zhafira Widya Ningsih; Aminah Swarnawati. "Pengaruh Brand Awareness Safi White Natural Terhadap Keputusan Pembelian: Survei Pada Mahasiswa Ilmu Komunikasi Universitas Muhammadiyah Jakarta Angkatan 2021-2022." Jurnal Penelitian Komunikasi dan Sosialisasi, vol. 1, no. 2, 2025.

Dea Zhafira Widya Ningsih; Aminah Swarnawati. "Pengaruh Brand Awareness Safi White Natural Terhadap Keputusan Pembelian: Survei Pada Mahasiswa Ilmu Komunikasi Universitas Muhammadiyah Jakarta Angkatan 2021-2022." Jurnal Penelitian Komunikasi dan Sosialisasi 1, no. 2 (2025).

Dea Zhafira Widya Ningsih & Aminah Swarnawati (2025) 'Pengaruh Brand Awareness Safi White Natural Terhadap Keputusan Pembelian: Survei Pada Mahasiswa Ilmu Komunikasi Universitas Muhammadiyah Jakarta Angkatan 2021-2022', Jurnal Penelitian Komunikasi dan Sosialisasi, 1(2). doi: 10.62383/dialogika.v1i2.309.

Dea Zhafira Widya Ningsih; Aminah Swarnawati. Pengaruh Brand Awareness Safi White Natural Terhadap Keputusan Pembelian: Survei Pada Mahasiswa Ilmu Komunikasi Universitas Muhammadiyah Jakarta Angkatan 2021-2022. Jurnal Penelitian Komunikasi dan Sosialisasi. 2025;1(2).

Artikel Terkait

Dampak Hoaks Kenaikan Bahan Bakar Minyak di Platform X (2024-2026) terhadap Polarisasi Masyarakat

Diajeng Febriana; Suci Suci; Darmawati Darmawati

Pengaruh Electronic Word of Mouth dan Brand Image @avoskinbeauty terhadap Brand Trust

Bambang Sujarwadi; Dhety Chusumastuti; Arum Mawarti; Virginia Maharani

Pengaruh Efektifitas Kerja terhadap Disiplin Kerja dalam Organisasi

Sri Yulianty Mozin; Alfiyah Agussalim; Mohamad Rasya Mohi; Nazlih Alhusna Abas; Risnawati R. Itani; Nur Ramadani Karim; Alfika Yope; Mutiara Take

Brand Awareness dan Pengaruhnya terhadap Keputusan Pembelian Peralatan Outdoor Lokal

Ahmad Ibrahim; Oktaviana Purnamasari

Pengaruh E-WOM terhadap Keputusan Membeli Tiket Umrah pada Akun @umrohbarengyuk.id

Dava Qaulan Sadida; Riska Tyas Prahesti

Analisis Kredibilitas Influencer dalam Meningkatkan Brand Awareness @Zaskiasungkarjakarta Melalui Konten Media Sosial Instagram

Alma Aninditha Zalianty; Daniel Handoko
Tren Sitasi Jurnal