Title:
The Role of Customer Satisfaction in Mediating the Relation Between Brand Awareness and Purchase Behavior on Rayu.idn Fashion Products

Authors:
Fatchiyah Tia Nur, Budhi Haryanto, Indonesia

Abstract:

This article explains the relationship between brand awareness and purchase behavior, mediated by customer satisfaction. The literature review was conducted using several high-reputation international journals, including research from Rambocas (2018). This article identifies the variables used to build a consumer behavior model related to brand awareness. Using Partial Least Squares-Structural Equation Modeling (PLS-SEM) with 271 respondents, the propositions of this paper conceptualize that brand awareness enhances repeat purchases, word of mouth, and price premium, while reducing switching behavior. This research is expected to expand knowledge about the factors that influence brand awareness. Therefore, this study can serve as valuable information or input for clothing/fashion companies, particularly marketers, in formulating appropriate marketing strategies.

DOI: https://doi.org/10.51505/IJEBMR.2025.9107