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The Effect of Brand Loyalty and Brand Awareness on young female consumers’ purchase intentions in Saudi Arabia
Qurban, Shahad
Qurban, Shahad
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Abstract
This study investigates the impact of brand loyalty and brand awareness on purchase intentions
among young female consumers in Jeddah, Saudi Arabia. As businesses face an increasingly
competitive market, understanding the factors that drive purchase behavior is crucial,
especially for brands aiming to connect with younger, tech-savvy consumers. Brand loyalty,
defined as the emotional attachment and repeat preference for a brand, and brand awareness,
which reflects how well a brand is recognized by consumers, are two key drivers that influence
purchasing decisions.
The research employs a quantitative approach, using a survey method to collect data from 100
young female consumers who have prior experience purchasing branded products. The survey
measures respondents' perceptions of brand loyalty, brand awareness, and their intentions to
buy based on these factors. Data analysis involves descriptive statistics, correlation analysis,
and reliability testing using SPSS, providing insights into the relationships between these
variables.