The Influence of Brand Awareness and Consumption Behaviour on Product Purchasing Decisions Scarlett Whitening

The increasing competition among local cosmetic companies necessitates the formulation of the best strategies to attract consumers and make purchasing decisions. The Purpose or Objective of the Study is to identify the influence of brand awareness and consumption behaviour on purchasing decisions for Scarlett Whitening products from an Islamic perspective. The Design of Methodology or the Approach is that the study implements a quantitative approach, where non-probability sampling is used to determine the sample through judgment sampling with the assistance of Smart PLS version 4.0 for data analysis. The study findings indicate that brand awareness and consumption behaviour are positively influencing the purchasing decisions of Scarlett Whitening products having result of P Value less than five percent and Statistik T (O/STDEV) having value of 5.45 and 3.85 that are more than T table value which is 1.96. With the positive results of public brand awareness, it has the significant impact on selling the Scarlett Whitening products that match the firm tagline, glow to you for Scarlett Whitening product users. Also it indicates that the buyers have sufficient knowledge and aware of halal local brands and have special priorities for buying products that are applying the principles of halal brands.