Purchase Decisions of Local Cosmetic Products among Generation Z: The Role of Brand Awareness, Brand Trust, and Brand Attitude

Authors

  • Eva Syariefah Rachman Fakultas Kedokteran dan Ilmu Kesehatan, Universitas Khairun
  • Dudi Amarullah Faculty of Economics and Business, Khairun University, Indonesia
  • Nikita Astria Faculty of Economics and Business, Khairun University, Indonesia
  • Aditya Sindu Sakti Faculty of Medicine and Health Sciences, Khairun University, Indonesia
  • Adysabzan T. Krois Faculty of Economics and Business, Khairun University, Indonesia

DOI:

https://doi.org/10.47134/jobm.v3i2.177

Keywords:

brand awareness, brand trust, brand attitude, purchase intention, local cosmetic, generation z

Abstract

The growth of the local cosmetics industry in Indonesia has shown significant growth in recent years, especially among Generation Z. This study aims to analyze the influence of brand awareness and brand trust on purchasing decisions for local cosmetic products, with brand attitude as a mediating variable. The research method uses a quantitative approach with an online survey of 164 Generation Z respondents who have purchased local cosmetics. Data analysis uses Structural Equation Modeling Partial Least Squares (SEM-PLS). The results show that brand awareness and brand trust have a significant positive effect on brand attitude. Brand attitude also has a significant effect on purchasing decisions. In addition, brand attitude is proven to mediate the influence of brand awareness and brand trust on purchasing decisions. These findings emphasize the importance of brand strengthening strategies to build positive consumer attitudes as a basis for forming purchasing decisions.

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Published

2025-12-24

How to Cite

Rachman, E. S., Amarullah, D., Astria, N., Sakti, A. S., & Krois, A. T. (2025). Purchase Decisions of Local Cosmetic Products among Generation Z: The Role of Brand Awareness, Brand Trust, and Brand Attitude. Journal of Business Management, 3(2), 186–193. https://doi.org/10.47134/jobm.v3i2.177

Issue

Vol. 3 No. 2 (2025): December

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Copyright (c) 2025 Eva Syariefah Rachman, Dudi Amarullah, Nikita Astria, Aditya Sindu Sakti, Adysabzan T. Krois

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This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.

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