Consumer Perceptions of Brand Awareness and Brand Image of the SOMETHINC Brand: A Study on Young Women Local Skincare Users

Fathika Yulianti; Veta Lidya Delimah Pasaribu

doi:10.55927/cjas.v3i5.40

Penulis

Fathika Yulianti Universitas Terbuka
Veta Lidya Delimah Pasaribu Universitas Terbuka

DOI:

https://doi.org/10.55927/cjas.v3i5.40

Kata Kunci:

Brand Awareness, Brand Image, Purchase Decision, SOMETHINC, Local Skincare

Abstrak

This study aims to analyze the perception of young female consumers (aged 18–35 years) regarding brand awareness and brand image of the SOMETHINC brand and their influence on purchasing decisions. A descriptive qualitative approach was used, with semi-structured interviews conducted with five informants who are users of SOMETHINC products. The results show that brand awareness is formed through digital advertising (TikTok/Instagram) and recommendations from influencers or friends, with toner, serum, and cushion as the main product associations. SOMETHINC's brand image is perceived as a modern, high-quality, and affordable skincare brand. The combination of strong awareness and a positive image significantly influences purchasing decisions. The study suggests optimizing digital marketing strategies and expanding collaboration with micro-influencers. The study is limited by the small sample size and narrow demographic scope.

Referensi

Aaker, D. A. (1991). Managing brand equity: Capitalizing on the value of a brand name. Free Press.

CNN Indonesia. (2025, May 16). Skincare Lokal Masih Jadi Andalan Muda-mudi RI, Produk Korea Kalah. CNN Indonesia. https://www.cnnindonesia.com/gaya-hidup/20250516172726-277-1230044/skincare-lokal-masih-jadi-andalan-muda-mudi-ri-produk-korea-kalah

Ehrenberg, A. S. C. (2000). Repetitive advertising and the consumer. Journal of Advertising Research, 40(6). https://doi.org/10.2501/JAR-40-6-39-48

Hoyer & Brown. (1990). The Role of Brand Awareness and Brand Image in Shaping Purchase Decisions. Journal of Consumer Research.

Keller, K. L. (1993). Conceptualizing, Measuring, and Managing Customer-Based Brand Equity. Journal of Marketing, 57(1). https://doi.org/10.1177/002224299305700101

Kotler, P., & Keller, K. L. (2016). Marketing Management. Pearson Education limited. (15th global ed.). In Small Business Marketing.

Lidya, V., & Pasaribu, D. (2018). ANALISIS PENGARUH PROMOSI, KUALITAS PRODUK DAN DESAIN KEMASAN TERHADAP KEPUTUSAN PEMBELIAN HAND AND BODY LOTION MEREK CITRA (Studi Kasus Carrefour Pamulang, Tangerang Selatan) (Vol. 1, Issue 4).

Notoatmodjo. S. (2018). Metodologi penelitian kesehatan. In Jakarta: Rineka Cipta.

Park, C. W., Jaworski, B. J., & Maclnnis, D. J. (1986). Strategic Brand Concept-Image Management. Journal of Marketing, 50(4). https://doi.org/10.2307/1251291

Pasaribu, V. L. (2022). Pengaruh Citra Merek dan Kualitas Produk terhadap Keputusan Pembelian Sepeda Motor TVS. Business Management Journal, 18(1), 37. https://doi.org/10.30813/bmj.v18i1.2829

Purwanti, S. (2005). Dampak kesadaran merek pada keputusan pembelian konsumen. Jurnal Manajemen Pemasaran.

Uma Sekaran & Bougie. (2013). Research Method for Business: A skill Building Approach, 7th edition. Wiley&Son Ltd. In United States: John Wiley & Sons Inc.