IMPACT OF BRAND AWARENESS ON MASS PRODUCTION AND CONSUMER DECISION- MAKING

Abstract

This study explores brand awareness as a critical component of brand equity that strongly affects consumer preferences. It also highlights customer satisfaction as a major factor influencing consumer loyalty. The research aims to investigate the relationship between brand awareness and customer satisfaction, focusing on mass production and its impact on consumer decision-making. This study emphasizes the critical role of brand awareness in shaping consumer preferences and decision-making, providing valuable guidance for businesses striving to develop strong brands, cultivate loyal customers, and attain long-term success in the marketplace. This study utilizes a quantitative, non-experimental design with a correlational approach, surveying 30 respondents to collect data on brand awareness, customer satisfaction, and consumer decision-making. The findings reveal that brand awareness significantly and positively affects customer satisfaction, which in turn drives consumer loyalty and repurchase intention. This study’s findings enhance the existing understanding of brand awareness and customer satisfaction, providing important insights for marketing strategies, consumer behavior analysis, and improving business performance.