THE RELATIONSHIP BETWEEN PACKAGING AND BRAND AWARENESS WITH CONSUMER DECISION MAKING AT COSRX IN JAKARTA
Published:
2026-10-09Downloads
Abstract
This study analyzes the relationship between packaging and brand awareness with consumer decision-making of COSRX in Jakarta. A cross-sectional quantitative survey involved 150 respondents who were purposively selected based on the criteria of having purchased and used COSRX products in Jakarta. The model was analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) through SmartPLS 4. The saved project configuration used a factor weighting scheme, standardized estimation, a maximum of 3,000 iterations, a stop criterion of 10^-7, and bootstrapping of 5,000 subsamples with a two-tailed test, a significance level of 5%, and a BCa percentile confidence interval. The measurement model showed adequate quality, with outer loadings ranging from 0.693–0.827, composite reliability of 0.935–0.937, and AVE of 0.588–0.598. The HTMT value was in the range of 0.638–0.724, thus fulfilling discriminant validity. Packaging is positively and significantly related to consumer decision-making (β = 0.335; t = 5.043; p < 0.001), while brand awareness shows a stronger positive relationship (β = 0.473; t = 7.210; p < 0.001). Both constructs explain 52.6% of the variation in consumer decision-making (R² = 0.526; adjusted R² = 0.519). The findings indicate that packaging and brand awareness are equally relevant in consumer decision-making, with brand awareness having a stronger structural relationship. Due to the cross-sectional design of the study and the use of non-probability sampling, the results are interpreted as structural relationships, not definitive evidence of causality.
Keywords:
packaging brand awareness consumer decision making PLS-SEM SmartPLS COSRXReferences
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Copyright (c) 2026 Michelle Bintoro Amafbelle, Aditya Eka Putra
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