Analysis of the Influence of PreppStudio Brand Awareness on Purchase Intention

Abstract

Along with developments in the fashion world, nowadays there are many clothing industries, one of which is Preppstudio. The presence of Prepsstudio in the world of local fashion brands allows people who love local products to keep their cool style without having to use foreign brands. Characteristic with basic colors and styles, Preppstudio provides a fairly low selling price when compared to popular foreign brands. The marketing trick of a company is intended to examine how essential marketing is in the business world to attract consumer interest so that the company does not face losses. The purpose of this study was to determine how the influence of brand awareness applied by Preppstudio in increasing people's buying interest. The research method used in this study is a qualitative method, with this method expected to provide valid results. Meanwhile, the type of this research is descriptive research. The data sources in this study were divided into two, namely primary data and secondary data where primary data was obtained from questionnaires to respondents and secondary data was found from various observations from previous research. The results of Preppstudio's brand awareness show a positive increase in buying interest.