The Impact of Brand Reputation and Brand Awareness on Millennials’ Purchase Intention in the Collagena Advertisement Featuring Song Hye Kyo

This study analyzes the influence of brand awareness and brand reputation on the purchase intention of millennial consumers toward Collagena milk. A quantitative approach was applied by distributing questionnaires to millennials in the Jabodetabek area form March to May 2025. The findings indicate that brand awarenesssignificantly affects purchase intention, while brand reputation does not. These results suggest that increading brand awareness is more effective in influencing consumer behavior, especially when promoting celebrity-endorsed products like Collagena within a targeted demographic.