The Influence of Product Packaging Design and Online Customer Review on Brand Awareness and Their Impact on Online Purchase Intention

Abstract

Extensive research on skin care products, particularly in Indonesia, is intriguing. It is as a result of alterations in behavior that consumers always desire to appear attractive. Due to technological advancements, shopping habits have also changed, impacting the sales of skincare products. This study aimed to investigate the direct and indirect impacts of product packaging design and online customer review on online purchase intention mediated through brand awareness. Data were collected from 200 people in Indonesia who were familiar with Scarlett Whitening products. They were selected using a purposive sampling technique. Afterward, the collected data were analyzed using the SEM AMOS 26. The primary findings in this study were that Product Packaging Design and Online Customer Review had a positive and significant impact on the Online Purchase Intention of Scarlett Whitening products mediated through Brand Awareness in Indonesia.