Analysis of Factors That Influence Brand Awareness and Purchasing Decisions on Online Marketplace

The expansion of digital technology and internet users in Indonesia parallels the expansion of marketplaces where consumers may purchase online. In recent years, Shopee, a marketplace app that offers a variety of products and services, has grown tremendously. However, in an increasingly competitive industry, Understanding the elements that drive brand awareness and consumer purchase decisions is critical. The study collected and analyzed data using quantitative research techniques. Data from the survey were analyzed using statistical software SEM PLS using the help of smart pls 4.0. Brand ambassador, brand personality, and price is substantial and has a positive impact on brand awareness and purchasing decisions. As Shopee at the top-of-mind level of consumers, it makes them continue to keep consumers in their minds and will continue to use Shopee to make product purchases.