DOES OUT-OF-HOME MARKETING AFFECT BRAND AWARENESS AND PREDICT PURCHASE INTENTION?

Abstract

The highly competitive cosmetics industry requires companies to increase brand awareness in order to influence consumer purchasing decisions. Two popular marketing strategies today are Out of Home (OOH) marketing and social media marketing. This study aims to analyse the influence of OOH marketing and social media marketing on brand awareness, as well as their implications for consumer purchase intention of cosmetic products. This study uses a quantitative approach with a survey method involving 200 respondents who are active social media users and have seen cosmetic advertisements in public spaces. Data analysis techniques were performed using Structural Equation Modelling (SEM) through LISREL software. The results show that both OOH marketing and social media marketing have a positive and significant effect on brand awareness. In addition, brand awareness has also been proven to have a significant effect on purchase intention. The research model developed has a good level of goodness of fit with an RMSEA value of 0.048, CFI of 0.962, and SRMR of 0.062. These findings confirm that a combination of offline and online marketing strategies can effectively shape strong brand perceptions and encourage repeat purchase intentions among consumers in the cosmetics industry.