Customer Brand Loyalty, Brand Awareness, and Purchase Behavior: A Study Conducted in Lae City

Abstract: This research aims to investigate the effects of brand awareness and brand loyalty on customers' purchasing behavior. To collect data, questionnaires were distributed to the general public. The gathered data were analyzed using descriptive statistics and regression analysis. The results indicate that brand awareness and loyalty are strongly associated with positive purchasing behavior. Managers worldwide should promote brand awareness and loyalty, as both factors contribute to customers' positive purchasing intentions. Keywords: Brand awareness, Customer brand loyalty and purchase behaviour Exchange Rate Pass-Through, Exchange Rates, Consumer Prices, Money Supply