Pengaruh Konten Visual dan Brand Awareness pada Keputusan Pembelian Produk Ouraqila Skincare dengan Brand Trust sebagai Pemediasi

This study aims to determine the effect of visual content and brand
awareness on purchase decisions of Ouraqila skincare products with brand trust as
a mediator. This research was conducted on 227 consumers of ouraqila.id using
non-probability sampling techniques, namely purposive sampling. Data collection
techniques use questionnaires. Data analysis techniques use path analysis with the
SEM-PLS method using SmartPLS software. The results of the study show that
visual content and brand awareness have a positive and significant effect on
purchase decisions, visual content and brand awareness have a positive and
significant effect on brand trust, brand trust has a positive and significant effect on
purchase decisions, visual content and brand awareness have a positive and
significant effect on purchase decisions mediated by brand trust.