Brilliant Final Manuscript

BACHELOR OF SCIENCE IN BUSINESS ADMINISTRATION
MAJOR IN MARKETING MANAGEMENT
BRAND AWARENESS AND CUSTOMER ENGAGEMENT OF
BRILLIANT SKIN ESSENTIAL PRODUCTS IN BRGY. MALABAN
BIŇAN CITY, LAGUNA: A BASIS FOR IMPROVEMENT PLAN
Research presented to the
Faculty of the College of Business and Accountancy
Trimex Colleges Inc.
In Partial Fulfillment
of the Requirements for the Degree
Bachelor of Science in Business Administration
Major in Marketing Management
by:
Christopher L. Esmeria
Jarzel Anne G. Granada
Arlene O. Samante
2021 - 2022
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ACKNOWLEDGMENT
The following individuals provided invaluable assistance and
direction in the preparation and completion of this study, for which the
researchers express their gratitude:
To our Lord Almighty, to whom the researchers give all thanks for
granting them the ability to think, grasp, and reason out ideas inside the
documentation, the strength that enabled them to press forward despite
their shortcomings, and the passion that drove them to complete the
study.
Dr. Marilou Urbina, our thesis Adviser, and a professor at Trimex
Colleges in Biñan Laguna, for her advice and consideration of this
research work. The unwavering direction, recommendations, and
encouragement led to the study's completion many times.
To Dr. Rito A. Camigla Jr., Vice President of Academic and
Student Services, for his guidance, support, and encouragement in
overcoming the rigors of a bachelor's degree in business administration.
To Dr. Eleonor Calayag, for her advice and teachings that have
paved the way for the study's completion.
To all the professors at Trimex Colleges Biñan Laguna's College of
Business Administration, for their assistance in completing all academic
requirements.
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To the Panel of Examiners, who contributed their time,
mindfulness, experience, and expertise in the subject to improve the
manuscript's quality through extremely valuable recommendations,
To the Respondents, for giving their thoughts, insights, and a
small portion of their time to contribute to the study's findings; and
Finally, thanks to the researchers' parents for their patience,
understanding, and financial support in completing this research study.
ABSTRACT
Brilliant Skin Essentials provides safe and effective formulations,
continually develops affordable beauty products to meet Filipinos'
skincare needs and manufactures anti-acne solutions to produce skin
that is brighter and younger-looking. The unrectified challenges in the
skin essential products motivated the researchers to conduct a study
employing a descriptive correlational research design to measure the
level of knowledge on brand awareness and customer engagement of 99
selected Brilliant Skin Essential product users in Brgy Malaban Biñan
City Laguna. The researchers used numerical range, weighted mean,
and Pearson r correlation in the statistical treatment of data and
analysis.
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TABLE OF CONTENTS
PRELIMINARIES PAGE
Title Page i
Acknowledgement ii
Abstract iii
Table of Contents iv
List of Tables v
List of Figures vi
CHAPTER 1
THE PROBLEM AND ITS BACKGROUND
Introduction 7
Background of the Study 9
Theoretical Framework 12
Research Paradigm 13
Statement of the Problem 14
Statement of Hypothesis 14
Scope and Limitation of Study 14
Significance of the Study 15
Definition of Terms 17
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CHAPTER 2
REVIEW OF RELATED LITERATURE
Brand Awareness 18
Customer Engagement 21
Brand Awareness of Skin Care Products 26
Customer Engagement of Skin Care Product 31
Synthesis 37
Gaps Bridged by the Present Study 38
CHAPTER 3
METHODOLOGY
Research Design 39
Sources of Data 40
Population and Sampling 40
Respondents of the Study 40
Instrumentation and Validation 40
Data Gathering Procedure 41
Evaluation and Scoring 41
Statistical Treatment of Data 43
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CHAPTER 4
PRESENTATION, ANALYSIS, AND INTERPRETATION OF DATA
CHAPTER 5
SUMMARY OF FINDINGS, CONCLUSIONS, AND
RECOMMENDATION
Summary of Findings 53
Conclusions 54
Recommendations 54
References 56
Curriculum Vitae 59
LIST OF TABLES
TABL
ES PAGE
Brand Awareness of Brilliant Skin
1 44
Essential User in Brgy. Malaban Biñan City
Customer Engagement of Brilliant Skin
2 47
Essential User in Brgy. Malaban Biñan City
A significant difference between the assessment of
3 50
Brand Awareness and Customer Engagement of Brilliant
4 The basis for improvement Plan 52
LIST OF FIGURES
FIGUR PAG
ES E
1 Research Paradigm of the Study 13
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CHAPTER 1
THE PROBLEM AND ITS SETTING
Introduction
Brand awareness comes in a variety of forms. Any company that
has been in business for a long time has developed some level of
awareness in its market. Limited awareness is the most prevalent issue
that businesses encounter when it comes to awareness. When your
company model changes or you add a new capacity, this comes into
play. You'll have to change the way you communicate. The market needs
to know what you're doing right now and why it's important to them. A
lack of brand awareness can kill a company before it even gets off the
ground. No one will come to you for your product or service if no one
knows you exist.
Brand awareness is a crucial tool for market researchers in the
Philippines since they assist them to analyze the success of current
marketing initiatives, brand recognition, and even a company's public
image. In market research, brand image refers to a person's underlying
belief about a product or service. It is frequently an assertion about a
product, and the individual may have favorable or bad thoughts along
with a visual image referencing the thing it recalls.
Consumers' awareness of a brand or its products is referred to as
brand awareness. Simply said, brand awareness is a measurement of a
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brand's ability to be remembered and recognized by its target audience.
Brand awareness is a potent marketing tactic that causes customers to
acquire an instinctual preference for a company and its products. Most
marketing techniques focus on making a brand recognized and
memorable since it is a key factor in building brand trust and,
eventually, sales. (Bynder, 2022)
In today's hyper-competitive market, running a business can be
extremely difficult. While the expense of acquiring new consumers is at
an all-time high, existing customers do not feel obligated to stay with a
firm that does not pique their interest. In this age of fickle brand loyalty,
increasing consumer involvement is the only way to ensure your
company's long-term viability. However, you, like most organizations,
may be unaware that your client engagement is suffering. When
organizations overlook this fundamental fact and desensitize their
interactions with customers, brand engagement suffers greatly. They
over-automate their processes, lose their personal touch, and overlook
the fact that, because their services are purchased by people, business
relationships require care and nurturing as well. (Nepal 2019)
Assuming that customer involvement and service are mostly
reactive is a business attribution mistake. That, however, is just partly
true. Today in the Philippines, engagement is an important aspect of
your marketing and outreach initiatives. To boost engagement, you can't
just expect your customers to gravitate towards your brand; you must
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actively generate brand stickiness. Brilliant, like a tiny and growing
company, they need to simply engage in monitoring and replying to the
social media they provided. An effective customer engagement approach
is customized, relevant, and ongoing, in addition to being proactive. To
keep your clients hungry for more, you'll need to develop successful
customer engagement techniques.
Customer engagement refers to the continual development of a
relationship between a firm and its customers that extends much
beyond the transaction. It's a company's deliberate, consistent approach
to provide value at every client interaction, hence developing loyalty.
While there is some overlap between customer involvement and
customer pleasure and experience, each is separate (Murray, 2020).
This study on customers implies that they would be able to learn
how effectively they are aware of Brilliant Skin Essential products in
Brgy Malaban, Biñan City Laguna. From these premises, the study will
attempt to determine brand awareness and customer engagement of
Brilliant Skin Essentials.
Background of the Study
Brilliant Skin Essentials provides safe and effective formulations,
continually develops affordable beauty products to meet Filipinos'
skincare needs and manufactures anti-acne solutions to produce skin
that is brighter and younger-looking. It is a beauty product using its
natural secure, and well-proven recipe. The first product of Brilliant
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Skin Essential was their black glamour charcoal soap. In November
2015, Glenda Dela Cruz Victorio, a 19-year-old mother and the
proprietor of Brilliant Skin Essential in Morong, Rizal, suffered severe
skin breakouts on her face. Glenda, who was normally outgoing, became
more reserved because of this. She investigated active compounds that
could aid in the healing of her skin problems. Glenda's positive attitude
and glowing endorsement of her charcoal soap encouraged people to
purchase it. True enough, the efficacy of the excellent product grew as
word of mouth and social media spread.
In July of 2016, Brilliant Skin Essentials became a legal entity.
The brand grew in popularity and went viral, multiplying its success in a
short amount of time. The Rejuvenating set was Brilliant Skin
Essential's second innovation. For younger-looking skin, the
Rejuvenating Facial Set reduces acne and whitens dark spots,
blemishes, and other skin imperfections. The young CEO followed the
Food and Drug Administration's formulation, packaging, and other
technical and legal requirements to a tee (FDA).
If some ladies want to try the Brilliant Rejuvenating set, they
should first undertake a patch test to know if the product is right for
them. According to Kotler (2017), brand awareness is the possibility of a
client being aware of the products or services are given by a business
organization or brand. It was also mentioned that brand recognition is
linked to the success of a company.
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Customer's capacity to recall specifics about the items or
characteristics given by brands. People have different types of skin such
as normal, dry, oily, and combination skin which may not be
appropriate to use the product. Others have sensitive skin which can
lead to damage and irritate their skin.
The Brilliant rejuvenating set is not suitable for pregnant women,
and breastfeeding women. As the product's popularity increased in the
online selling market, incredible comments and feedback from
customers, future salespeople, and distributors continued to pour in. In
just one-year, Brilliant Skin Essentials has evolved to over 3000
resellers and 300 franchisees and distributors around the country, in
response to overwhelming demand.
Brilliant Skin Essentials was able to expand and create exciting
new beauty jewels for the Filipinos' everyday skincare because of its
steady popularity and continued high demand.
Whitening Facial Set, Whitening and Peeling Lotions, Body
Mousse and Scrub, Spray and Roll-On Deodorant, Brilliant AHA Serum,
Foaming Facial Cleanser, Protection Cream, Feminine Wash, Milky
White Whipped Soap, and Tomato Natural Rejuvenating Facial Set are
among them. Indeed, Glenda Victorio's Brilliant Skin Essentials is an
inspiring journey, an online marketing legend that demonstrates how
aspirations, boosted by brilliant ideas, enthusiasm, and faith in God,
may lead to success.
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Theoretical and Conceptual Framework
This study will be anchored on the theory of behavior. This theory
analyzes the customer’s loyalty to a brand that has a special
relationship with interest in a certain brand, and as a result, they will
continue to buy such things. Only recognize the brand, thereby
abandoning all other brands. They are an intangible asset that outlasts
the product life cycle. As a result, after a brand has established itself.
Because it has a huge number of devoted clients, its leading position can
be maintained even if the company suffers a setback. The company's
products have been upgraded and replaced. Sheth (2015) presented a
practical solution. "Brand loyalty" is defined as "the regularity with
which a person purchases a particular brand. Under both restrictive and
non-restrictive conditions, the function of a brand. Schmittlein (2015)
conducted a brand superiority analysis on the brand's large market
share. Customers' frequent purchase behavior is a good indicator of
loyalty. They believe that Brands with a high market share sell
substantially more than brands with a low market share loyalty.
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Research Paradigm
INDEPENDENT DEPENDENT OUTPUT
Customer Basis for

Brand Awareness Engagement Improvement Plan
Figure 1: Research Paradigm of the Study. The study's inputs
are Brilliant Skin Essential Products' brand awareness and customer
engagement. Survey questionnaires will be used to collect data, which
will then be statistically treated. The collected data will then be
evaluated and interpreted. After the data has been processed, the output
will be the improvement plan.
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Statement of the Problem
The study attempts to determine brand awareness and customer
engagement in brilliant skin essential products.
Specifically, it sought to answer the following questions.
1. What is the brand awareness of Brilliant Skin Essential Products?
2. What is customer engagement in Brilliant Skin Essential Products?
3. Is there any significant relationship between brand awareness and
customer engagement?
4. Based on the findings of the study, what improvement plan can be
proposed?
Hypothesis
In this study the following research (null) hypothesis will be tested:
There is no significant relationship between brand awareness and
customer engagement.
Scope and Delimitation
The study focuses on customer engagement and brand awareness
of brilliant skin essential products in Brgy. Malaban Biñan City Laguna.
The respondents of the study will be 68 respondents who hahaveeen
selected in random sampling. The study was conducted during the
academic year 2021 – 2022.
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Significance of the Study
This study will be beneficial to the following stakeholders.
Business Owner.
This study will assist Glenda Victoria (a business owner) in
learning more about her customers' brand awareness. It also aids her in
calculating the Customer's involvement in her firm. Finally, this
research will assist her in determining What and How Brilliant functions
as a Skin Essential Product.
Employees. This study will help the employee learns more about the
company's culture, history, products, and services. It should also see if
this section of the website has any information on customers or
company activities. This will aid them in identifying areas where there
could be a negative impact on the business.
Sales Agent. Brilliant Sellers, as the product's sellers, are involved in
this research to learn how the items meet the needs and desires of
customers. This research will assist them as well because it will
demonstrate expertise and information about how Brilliant interacts
with customers and how Brilliant demonstrates its duty as a Skin
Essential firm. The sellers will find out how well-versed Brilliant is in
engaging with customers.
Customers. The brilliant users are the ones who are directly
participating in this research. Therefore, their comments are important
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because they are the ones who have utilized the products. This study
will be beneficial to them because it will demonstrate what their job is
and how Brilliant interacts with other users. This research can be used
to determine whether the brilliant product is effective.
Non-Users, who do not use any brilliant items, are included in this
study to persuade them of the relevance of the study/product. Knowing
how Brilliant runs its business will be beneficial to them.
Researchers.The Researchers. This study, as well as the lessons learned
from it, will probably broaden the researchers' understanding of the
research process. The study's findings will also give the researchers a lot
of information about brand awareness and customer engagement.
Future Researchers. Future Researchers, this study could be an
instrument for future researchers, allowing them to fill in the gaps in
their studies with information.
Definition of terms
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The following terms were defined operationally for a better
understanding of the study.
Awareness. is the experience of being aware of something. It is the
ability to immediately know and sense events, as well as to feel or be
aware of them.
Brand. is a distinguishing symbol, mark, logo, name, word, or sentence
used by businesses to set their goods apart from others.
Brand Awareness. is a wide term that refers to how well-versed
(educated) people are with a brand or its products. Simply said, brand
awareness is a measurement of a brand's ability to be remembered and
recognized by its target audience.
A customer. is a person or company that purchases goods or services
from a store or company.
Engagement. Is a strategy for reaching someone or doing something at
a specific time.
Customer Engagement. is the emotional bond that exists between a
customer and a product or service. Customers that are highly engaged
buy more, promote more, and show more loyalty.
CHAPTER 2
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REVIEW OF RELATED LITERATURE AND STUDIES
This chapter presents the literature and studies that are
relevant to the present study of the researchers. Towards the end
of the chapter, a synthesis thereof will be presented.
BRAND AWARENESS
People's capability to recognize and recall your company is
referred to as brand awareness. Brand awareness also aids in the
achievement of a variety of commercial aims and objectives. It can
help you grow your audience, enhance website traffic, develop
leads, and build brand loyalty. Brand awareness is critical because
it is the first stage in the marketing funnel and provides a basis for
attracting consumers. People's capacity to recognize and recall your
company is referred to as brand awareness (Walgrove, 2019)
Brand awareness is a basic level of brand knowledge that
requires at least the recognition of a brand's name, or a structure
based on specific information. Brand awareness is the ability of a
consumer to recognize and recall a brand in several situations, and
it is the most basic and important restriction in any brand-related
search. (Zahim, 2017)
According to ISSR (2017), the name of the brand is the most
important component of brand awareness. Brand awareness is
important in consumer decision-making because the more brand
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awareness, the more likely a specific product or brand will become
part of the customer's deliberation set of brands. Consumers
become aware of a brand through effective marketing
communication methods such as phone, online, and media
advertising. As these convey comments about a product's
superiority and dependability, they aid in reducing the risk
associated with product appraisal and selection when acquiring a
product.
Customers' brand awareness is measured by how closely
they associate a brand with the specific product they want to own.
Brand awareness has a direct bearing on the equity of a brand.
Brand awareness is the first and most fundamental feature of a
customer brand. In the opinion of customers, brand awareness is
the first step toward building brand equity. It has an impact on the
consumers' perceptions and attitudes. Brand awareness is a
marketing word that refers to how well a product's name is
recognized by consumers. Brand awareness is an important stage
in advertising a new product or revitalizing an old one. In an ideal
world, brand awareness would include the traits that set the
product apart from the competition. (Koop, 2021)
Brand awareness may appear to be a hazy idea. It will also
obviously ruffle your feathers if you're a marketer or business
owner who likes to measure success with nice and tidy facts. Brand
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awareness refers to how well your target audience recognizes and is
familiar with your brand. Brands with a high level of brand
awareness are said to as 'trending,' 'buzz-worthy,' or simply
'popular.' Establishing brand awareness is important when
marketing and promoting your company and products, especially in
the early phases of a firm. (Decker, 2017)
Consumers' brand awareness refers to how they connect
with the specific product they desire to acquire. Brand equity is
directly influenced by brand awareness. Effective marketing or
communication mediums or strategies, such as television,
headsets, the internet, or open advertising, help consumers become
aware of the company. Consumers have faith in the product's
confidence and greatness or merit, and thus minimize the risk of a
poor decision. When employed as a policy disclosure that supports
brand equity management, brand awareness has a substantial
impact on consumer decision-making. International Journal of
Innovation, creativity, and change is a publication that focuses on
brand awareness. plays a vital influence in customer decision
making, ever since enhanced brand awareness was evolved into an
element of consumer brand consideration. There are various
theoretical and empirical confirmations from previous research
studies on brand awareness and equity. (Innovation, Creativity, and
Change: An International Journal, 2021)
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A consumer's decision to buy a product is influenced by
brand awareness. When a customer is ready to purchase
something, he thinks about the brand. If a consumer is well-
informed about his brand, he will have more purchasing options
and will always make sound financial decisions. Building a strong
brand is a company's most significant goal, as it affects not only
short-term revenues but also long-term profits. As a result, a good
brand management team's purpose is to create a brand that will
exist for decades and can add new items. (JMCR, 2017)
CUSTOMER ENGAGEMENT
Customer engagement is a multi-faceted idea that includes
cognitive, emotional, behavioral, and social aspects. In marketing,
customer engagement is becoming increasingly important.
Relationship marketing and service-dominant logic are the
theoretical underpinnings of this notion. In the previous six years
(2010-2015), consumer interaction research has expanded
significantly, however, most studies on the topic have come from
developed countries. (Islam, 2016)
Customer engagement has been widely studied in academic
and practitioner literature, but there is no agreement on what it is,
what behaviors constitute engagement, or what its antecedents and
implications are. We present the customer engagement ecosystem,
a conceptual model that includes brand actions, other actors,
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consumer brand experience, shopping behaviors, brand
consumption, and brand-dialogue behaviors, based on existing
literature. According to the concept, interactions between these
elements are non-linear and reactive, meaning that each action
affects not just the intended recipient of the message, but also the
entire ecosystem. As a result, the model captures the complex
nature of today's marketing landscape. It also recognizes the
growing relevance of empowered consumers by distinguishing
between different types of non-purchase-oriented brand
communication behaviors. (Malthouse, 2016)
Academics and practitioners have taken a keen interest in
customer interaction. Customer engagement research published in
seven key hospitality and tourism journals between 2009 and 2019
is reviewed and synthesized in this article. It examines publication
outlets and paths, study sectors, methodological approaches,
analytical tools, consumer engagement conceptualizations,
classifications of antecedents and consequences, and key mediators
and moderators in a systematic manner. This article also gives a
model that summarizes existing consumer engagement research
and indicates key study areas for future customer engagement
research. This article contributes to the field by describing the
current state of customer engagement research and the evolution of
relevant literature over the last 11 years. (So, 2019)
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Even though customer engagement (CE) is recognized as a
strategic organizational goal, empirically acquired knowledge of its
nomological network is limited. We assess service-dominant logic-
informed CE against its major antecedents of knowledge sharing
and learning, as well as its implications for customer co-creation
and relationship quality, extending previous research. We also
expect CE-based disparities to exist across physical goods (vs
service) contexts, prompting us to incorporate the type of the
offering (good vs. service) as a moderating component in our model,
which is a unique contribution. A survey was undertaken to test
the model in the contexts of physical sports items (sports retail) and
services sports clubs). The data support the concept of customer
learning and information sharing having a positive impact on CE,
thereby experimentally supporting theoretical assumptions.
(Brhman et al, 2021)
According to Pansari’s (2017) customer engagement
hypothesis, a consumer is engaged with a company when he or she
is content with his or her relationship with the company and has
an emotional tie to it.
This book on Customer Engagement Marketing addresses a
comprehensive variety of strategic problems involving the causes
and consequences of customer engagement, in line with market
trends. It also focuses on broadening the concept of customer
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interaction and comprehending consumer involvement in various
circumstances. (Kumar et al., 2017)
Customer engagement is viewed as a complicated term with
a variety of definitions and sub-forms. With empirical studies
becoming widely employed, a rising number of authors are
exploring the topic in various industries and locations. The concept
is based on several theoretical pillars. Customer engagement is
linked to a variety of characteristics that are investigated as
antecedents and/or results. This report identifies eight main
research directions for the future. (Loureiro et al., 2020)
The concept of customer engagement (CE) is quickly gaining
acceptance in academic marketing literature. Although pioneering
research has produced foundational insights in this developing
field, little is understood about how CE might help utilitarian and
hedonic businesses generate customer value (CV) and thus loyalty.
To fill this knowledge gap, this paper proposes a conceptual model
of the CE/CV interface for utilitarian and hedonic brands, which
states: The existence of a curvilinear relationship between CE/CV
for utilitarian and hedonic brands; and Growing CE generates
greater CV increases for hedonic brands than for utilitarian brands
up to a focal brand-, category-, consumer-, and situation-specific
optimum. Depth-interviewing/focus group findings provided
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exploratory evidence for contentions by drawing on a sample of 14
customers. (Hollebeek, 2016)
Customer engagement has gotten a lot of interest from the
academic and practitioner groups. CE was originally selected as a
high research priority by the Marketing Science Institute in 2010,
and it has remained so to this day. Indeed, research on deepening
CE with the firm, the application of Artificial Intelligence for
enhanced engagement, and the use of engagement as a KPI for new
adopters are among MSI Tier 1 goals for 2018-2020. (MSI 2018).
Throughout this time, there has been a surge in interest in the
concept of engagement, as evidenced by many special issues on the
subject and the growing body of literature on the subject. However,
the widespread attention has resulted in a great deal of
fragmentation, including a wide range of definitions and
conceptualizations (Harmeling et al., 2017). Misinterpretations and
future divergence may result from this lack of alignment. (Plewa,
2020)
In the Indian hospitality sector, consumer engagement and
loyalty are critical to long-term growth. Because customer
engagement techniques are extensively used in the hospitality
industry to manage long-term client relationships, a better
knowledge of this idea is critical. In this work, a probability
sampling technique with a basic random approach was applied.
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The constructs were tested using exploratory factor analysis and
regression analysis. Consumer engagement appears to play a key
role in predicting customer loyalty and assuring long-term
development, according to the research. The findings show that
hotel marketers should aggressively pursue customer interaction
tactics that will lead to a long-term loyal customer connection. The
findings can assist practitioners to engage customers while
branding and promoting their goods and services to establish a
loyal customer base that lasts. (Rather et al., 2018)
BRAND AWARENESS IN SKIN CARE PRODUCTS
Firms offer products to selected customers and encourage
them to promote word of mouth (WOM) in seeded marketing
campaigns (SMCs). Certain features of this increasingly popular
kind of marketing communication, such as seeding tactics and
their success, have been studied previously. Building on previous
research, this study considers how seeding can affect WOM
spillover effects at the brand and category levels, as well as the
consequences of SMCs that extend beyond the development of
WOM for a campaign's target product. The authors present a
paradigm for SMC-related spillover effects and empirically evaluate
them using a unique data set of 390 SMCs for 192 different
cosmetics brands. Multiple spillover effects are discovered, implying
that while SMCs can be utilized to boost WOM for a single product,
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marketers must also consider the brand and category-level WOM
spillover effects. (Chae et al, 2016)
Brands are increasingly paying attention to social
networking sites (SNSs), which see the platform as a valuable
communication tool for reaching out to their target customers.
Despite their expanding popularity, few studies have been
conducted to assess SNSs' actual brand consequences. The current
study makes use of this possibility by developing a model that
assesses the impact of users' participation in social media sites on
brand awareness and brand attitude, which are the two key pillars
of brand knowledge. The research focuses on brand pages on
Facebook, the most popular social media network for businesses.
An online quantitative survey of a brand-like page user of
prominent brands on Facebook was conducted. The results show
that users' participation has a large, positive, and direct impact on
brand awareness. Users' participation benefits brand attitude as
well, however, this relationship is moderated by brand awareness.
(Rita et al., 2018)
Social media influencers contribute to the beauty industry
by making it more accessible and diversified, by participating in
cultural acceptance and diversity, and by making their personal
lives public on social media. These influencers, known as 'beauty
gurus,' use their makeup skills to work with cosmetics businesses,
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where they earn a lot of money by promoting brand awareness
among social media audiences. While there was research done on
social media influencers, there was no clear focus on how
influencers interact with young millennials on cosmetics product
selection and usage. As a result, the credibility of beauty gurus' in
influencing the cosmetics brands of choice of young female
millennials were investigated in this study. (Teo et al, 2021)
Through a consumer-based brand equity model, this study
explores the effects of "country of origin image" on consumers'
brand awareness. The effect of country of origin on current
customer-based brand equity on cosmetic brands is being
investigated. comprehending the image of the country of origin and
the relationship between brand awareness and customers providing
practical ideas for domestic brands to improve their
competitiveness against foreign brands in terms of the country-of-
origin effect. In this context, a research design was developed to
assess Ho Chi Minh City residents' attitudes about cosmetic items.
Aside from that, it was assumed that brand awareness/brand
association had a minor impact on Overall Brand Equity (OBE)
because of COO effects. (Ngoc 2016)
Practitioners and academics are becoming increasingly
interested in consumer-brand interactions (CBRs). Consumers are
thought to form bonds with brands whose personalities are similar
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to their own. The goal of this study is to investigate two forms of
brand personality qualities, responsible and active brands, to see if
they may predict important CBR variables like brand awareness,
brand trust, and brand loyalty. This discovery advises brand
managers that displaying an active brand personality increases
brand awareness. A more responsible brand, on the other hand,
inspires greater trust and loyalty. The study points out that having
a single personality may not be enough to build a long-term CBR;
instead, a brand personality must "evolve" and progress as the
relationship progresses. (Molinillo, 2017)
The goal of this article is to look into the elements that
influence consumers' decisions to buy skin care products. This
study looked at four factors: brand awareness, brand association,
perceived quality, and brand loyalty. Consumers' purchase
intentions for skin care products are positively correlated with
brand awareness, brand association, perceived quality, and brand
loyalty. Furthermore, perceived quality is found to be the most
important element in influencing consumers' purchase intentions.
(Lee et al, 2019)
The relationship between Ayurveda and nature-made herbal
products brand awareness, use, and loyalty is investigated in this
study. Because of its lack of side effects, Ayurveda is gaining appeal
around the world as an alternative therapy. A conceptual model is
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constructed and tested in this article. Data were acquired from 720
respondents using a standardized survey instrument. Data were
analyzed and hypotheses were tested after the psychometric
qualities of the instrument were thoroughly checked. Hierarchical
regression was used to analyze the data, which was then double-
checked with structural equation modeling. The findings imply that
consumer understanding of Ayurveda leads to a shift in mindset,
which has a favorable impact on product awareness and use.
Brand influence and usage are both positively related to attitude.
(Parayitam 2020)
The major goal of this study is to look at the relationship
between independent factors and consumer purchase intention and
life satisfaction in the context of organic skin care products from
three perspectives: customers, social influences, and brands. We
can learn how consumers' health consciousness, environmental
consciousness, social impact, brand awareness, and brand trust
affect life satisfaction and purchase intention by influencing
perceived value and brand attitude in this study. First, according to
the research interests and social phenomena, five independent
variables—health consciousness, environmental consciousness,
social influence, brand awareness, and brand trust—and five
dependent variables—perceived value, brand attitude, life
satisfaction, brand loyalty, and purchase intention—were
determined. A theoretical framework is built based on this to
30
investigate the influence and link between them. At the same time,
there is a strong link between brand attitude and brand trust.
Furthermore, perceived value, brand attitude, and brand loyalty are
also factors to consider. (Liu 2019)
The researchers have identified the purchase decision
connected to foreign-created beauty goods in the female segment as
being worth studying based on the lifestyle rationale of ladies in the
local market since it may supply constructive insights for building
marketing-related decisions. In line with this, experts have
concentrated their efforts on determining the influence of Brand
Awareness. The study took a deductive approach to its research,
with primary data collected before a structured questionnaire.
Hypotheses were generated after examining the relationships
between each selected brand equity attribute and female consumer
buying decisions. A total of 200 female consumers representing the
youth group were included in the study. There were strong
connections between Brand Awareness and Brand Association,
according to the findings. (Perera et al., 2018)
CUSTOMER ENGAGEMENT IN SKIN CARE PRODUCTS
On Instagram, marketing is essentially a two-way
conversation. Customers can give comments on what marketers
have posted. As a result, marketers cannot simply post
photographs; they must engage their followers with what they post
31
on Instagram. The study's practical implication is that celebgram,
as an endorser, does not need to put in a lot of effort to get their
face on the endorsement post. It can be determined that there is no
discernible difference in attitude between skincare recommendation
posts with and without faces. It can also be stated that whether the
skincare endorsement post features the celebgram's face or not,
Belief is highly associated and positively correlated with Intention
to Engage. It can also be stated that whether the skincare
endorsement post shows the celebgram's face or not, Feeling is
highly associated and positively correlated with Intention to
Engage. (Shafiera et al., 2019)
Consumer participation is rapidly gaining traction across a
wide range of industries. Consumer interaction, on the other hand,
is a relatively new and underutilized instrument in the beauty
business for driving innovation and supporting image creation.
Volition Beauty is a beauty brand that has built its product and
communication strategies around concepts of crowdsourcing and
consumer participation. The study's findings not only add to
current information regarding crowdsourcing and customer
engagement but also provide insights for industry practitioners on
how to differentiate themselves and develop engagement in the new
media. (Szalaty et al., 2020)
32
Every year, the expansion of industrial cosmetics has
accelerated. As a result of this predicament, cosmetic companies
are in a fierce rivalry. Cosmetic companies strive to build consumer
loyalty to stay in business. Prior research has looked at a variety of
factors that influence customer loyalty, but only a handful have
looked at the impact of brand image, brand love, and customer
involvement on customer loyalty. The purpose of this study is to see
how brand image, brand love, and customer interaction affect
customer loyalty among Wardah Cosmetics customers in Malang.
This study used a quantitative technique and a survey method to
gather information from 150 people in Malang. The method
employed was nonprobability sampling with a purposive sampling
methodology. The findings show that both brand image and brand
love have a considerable impact on customer involvement.
Customer loyalty is influenced by brand love; however, customer
loyalty is not influenced by brand image. In this study, customer
engagement was also discovered to be a mediator. Consumer
engagement has an impact on customer loyalty, according to the
findings. (Nurfitriana et al., 2020)
Company social networks have become a significant tool for
a company's socialized marketing, posing a new challenge to
businesses in terms of attracting clients. This paper proposes a
model of the impact of customer involvement on stickiness based
on theories such as customer engagement, value co-creation, and
33
relationship marketing. Structural equation modeling was used to
examine data from 260 valid questionnaires from Sina's enterprise
microblog users. Customer involvement has a direct and positive
influence on customer stickiness, as well as an indirect influence
through customer value creation, according to empirical findings.
This study adds to prior research on customer involvement, value
co-creation, and stickiness theories, as well as provides practical
advice for businesses on how to stimulate consumer interaction
and improve the stickiness of company social media. (MingliZhanga
et al., 2016)
Customer engagement measures in social media marketing
are thought to be one of the most leads more effective in the
industry today. In the make-up cosmetics sector, little is known
about the elements that influence customer interaction on
Instagram brand posts. The study's purpose was to look into
customer involvement in the make-up cosmetics sector on
Instagram brand profiles. Customer engagement on posts was
measured by the number of likes and comments, and content
analyses of 750 brand posts in the make-up cosmetics market were
undertaken. When compared to other types of content, the results
showed that content that included images or videos of products
was favorably related to customer engagement. The number of
comments was positively associated with the number of likes,
whereas the number of likes was adversely related to the number of
34
comments. Because this had never been done before, the study
adds to the literature on social media and Instagram in the field of
cosmetics. (Vignisdóttir, 2017)
The purpose of this study is to see how Aaker's brand
equity aspects, such as brand recognition, brand association,
perceived quality, and brand loyalty, affect customers'
purchase intent for skincare products. The most popular
cosmetics are skincare products, which have also become
mainstream in the worldwide cosmetics business. Despite their
widespread use, past research has primarily focused on
cosmetics rather than skincare items. As a result, the goal of
this study is to shed some light on skincare products.
Furthermore, due to the rapid expansion and growth of the
skincare business, marketers are faced with the challenge of
boosting skincare product sales by using brand equity to
promote customers' buy intent. (Lee et al., 2019)
Skin care products with whitening and lightening
functions have been introduced to the Asian market during the
last several decades and have become one of the most popular
product categories in the Asian beauty industry, including
Malaysia. People's needs and wishes to be beautiful should be
the same all around the world. With the help of cosmetic
products, people will acquire confidence and be able to stand in
35
front of crowds without fear. With the help of fashion and
cosmetic items, people are increasingly focusing on beauty
rather than other more durable factors, emphasizing the
beauty of the female body. As a result of this, people's desire to
be beautiful has grown to the point where they are willing to
take a chance by taking a product that contains harmful
components to appear beautiful in a short period. (Noorham et
al., 2020)
One of the most essential goals of social media
marketing has been to increase customer engagement. Many
businesses have used Facebook to undertake social media
marketing by controlling their brand fan pages. Sweepstakes-
based marketing has been successful in grabbing customers'
attention and building connections with customers when
compared to other tactics in social media marketing. However,
there has been a paucity of knowledge about how to design
sweepstakes-based social media marketing. This study
examines sweepstakes-based social media marketing
strategies, specifically designs based on the combination of
promotion characteristics, prize types, categories, and prize
payment types, to increase customer engagement with a brand
in the context of Facebook brand fan pages, using the expected
utility theory. This study contributes to the literature by
36
demonstrating the significance of sweepstakes design factors
and the combinations for customer engagement. (Jun 2020)
Synthesis of the Study
Brand awareness is the ability of a consumer to recognize
and recall a brand in several situations, and it is the most basic
and important restriction in any brand-related search. (Zahim,
2017) Brand awareness is an important stage in advertising a new
product or revitalizing an old one. (Koop, 2021) Establishing brand
awareness is important when marketing and promoting your
company and products, especially in the early phases of a firm.
(Decker, 2017)
Customer engagement is a conceptual model that includes
brand actions, other actors, consumer brand experience, shopping
behaviors, brand consumption, and brand-dialogue behaviors.
(Malthouse, 2016) Customer engagement hypothesis, a consumer is
engaged with a company when he or she is content with his or her
relationship with the company and has an emotional tie to it.
(Pansari, 2017) Consumer engagement appears to play a key role in
predicting customer loyalty and assuring long-term development.
(Rather et al., 2018)
37
Consumers' brand awareness refers to how they connect
with the specific product they desire to acquire. Brand equity is
directly influenced by brand awareness. (Innovation, Creativity, and
Change: An International Journal, 2021) Customer engagement is a
multi-faceted idea that includes cognitive, emotional, behavioral,
and social aspects. In marketing, customer engagement is
becoming increasingly important (Islam, 2016)
Gaps Bridged by the Present Study
From the above review of related literature and studies, the
following gaps were determined:
1. There were no studies yet conducted about the Brand Awareness of
Brilliant Skin Essential Products.
2. There were no studies yet conducted about Customer Engagement of
3. Given of the gaps identified, the study would determine the Brand
Awareness and Customer Engagement of Brilliant Skin Essential
Products.
38
CHAPTER 3
RESEARCH METHODOLOGY
This chapter gives an outline of the research methods that we
followed in the study. The researcher described the research design that
was chosen for this study and the reasons for this choice. It provided
information on the sources of data, the population of the study, the
instrument used for data collection, evaluation, and scoring, the data
gathering procedure, and the statistical treatment of data.
Research Design
This study employed a descriptive-correlational research
design, which describes the characteristics of the population as to
their knowledge, attitude, and compliance with radiation protection
guidance. Descriptive correlational studies describe the variables
and the relationships that occur naturally between and among
them. It is a type of research study in which information is collected
without making any changes to the study subject. It is a study
where the researcher is primarily interested in describing
relationships among variables, without seeking to establish a causal
connection. (Sousa, 2017)
39
Brgy. Malaban Biñan City Laguna. The respondents of the study
will be 99 respondents who have been selected in random sampling. The
study was conducted during the academic year 2021 – 2022.
Sources of Data
The primary sources of data were directly collected from the
consumers of Brilliant Skin Essential of Brgy. Malaban, City of Biñan,
who were the respondents of this study. The secondary sources of data
were taken from books, journals, and other relevant written sources,
where the proper citation was employed.
Population and Sampling
The respondents of this study were the 99 customers of Brilliant
Skin Essential of Brgy. Malaban, City of Biñan. Simple random
sampling was employed in this study. This study was conducted within
the academic year 2021-2022.
Respondents of the Study
The respondents of this study are the customers of brilliant skin
Essential Products in Brgy Malaban Biñan City Laguna.
Instrumentation and Validation
The research instrument was comprised of two (2) parts where
part I aimed to determine the brand awareness of Brilliant Skin
40
Essential Products, and part II aimed at customer engagement in
The validation of the instrument used to gather data shall be
presented and subject to consultation and approval under experts in
the field of research which shall include the thesis adviser of the
researcher, the panelists, and the Program Chair of Trimex Colleges.
Data Gathering Procedure
The researchers will first obtain authorization from customers
who use Brilliant Skin Essential Products to survey Brgy. Malaban
Biñan City. The researchers will manually distribute/share/send the
Google Forms questionnaire link to the responders once it has been
approved. The respondents and the company will be assured of the
confidentiality and secrecy of all responses that will be reflected in the
questionnaires by the researchers. The researchers will utilize a
dedicated and secure e-mail address for the study to ensure the
confidentiality and security of the collected data. The respondents will
submit their responses to the researchers via Google Forms after
completing their respective questions. The researchers will make sure
that all of the responses are submitted, at least to the extent that the
survey questionnaires' specified percentage of retrieval is met.
Evaluation and Scoring
To evaluate the responses, the researcher employed the following:
41
For brand awareness, the respondents were asked to rate
themselves on a 4-point Likert scale as shown below:
Categorical Verbal
Assigned Points Numerical Range
Response Interpretation
4 3.25 - 4.00 Strongly Agree Very High
3 2.50 - 3.24 Agree High
Moderately
2 1.75 - 2.49 Low
Disagree
1 1.00- 1.74 Disagree Very Low
For customer engagement, the respondents were asked to rate
themselves on a 4-point Likert scale as shown below:
Categorical Verbal
Assigned Points Numerical Range
Response Interpretation
4 3.25 - 4.00 Strongly Agree Highly Engage
3 2.50 - 3.24 Agree Engage
Moderately
2 1.75 - 2.49 Slightly Engage
Disagree
1 1.00- 1.74 Disagree Not Engage
42
Statistical Treatment of Data
The gathered data was subjected to the following statistical tools:
Weighted mean was used to determine brand awareness and
customer engagement.
Pearson correlation was used to determine the significant
relationships between brand awareness and customer engagement
43
CHAPTER 4
PRESENTATION, ANALYSIS, AND INTERPRETATION OF DATA
This chapter summarizes the information acquired, evaluated,
and interpreted for a better understanding of the research. The problems
outlined in Chapter 1 guided the framework of the study and
interpretation.
Table 1. Brand Awareness of Brilliant Skin Essential User in
Brgy. Malaban Biñan City
Verbal
Indicator WM Range
interpretation
1. The product of brilliant skin essential
is manufactured from high quality
components and materials. (Ang
produkto ng brilliant skin essential ay 3.09 High 4

ginawa mula sa mataas na kaledad ng
mga sangkap at materyales.)
44
2. As a user, brilliant skin essential
product is effective. (Bilang isang
gumagamit, Ang brilliant skin essential 3.20 High 2

ay isang produktong epektibo.)
3. Brilliant is more effective than other
skin essential products. (Higit na mas
epektibo ang Brilliant kumapara sa 3.48 Very High 1
ibang skin essential products)
4. Brilliant Skin Essential product is
safe to use. (Ang Brilliant Skin Essential

3.17 High 3
product ay ligtas gamitin)
5. I will always choose Brilliant Skin
because of its effectiveness. (Palagi kong
pipiliin ang Brilliant Skin dahil sa 2.92 High 5

pagiging epektibo nito)
Overall Weighted Mean 3.17 High
As shown in Table 1, the Brilliant Skin Essential users’ level of
brand awareness was “high” with an average weighted mean of 3.17.
Notably, the level of knowledge of brand awareness of Brilliant Skin
Essential users was “high” and “very high” with weighted means ranging
from 2.92 to 3.48 as they asserted that "Brilliant is more effective than
other skin essential products. (Higit na mas epektibo ang Brilliant
kumapara sa ibang skin essential products)" (Rank 1); "As a user,
45
brilliant skin essential product is effective (Bilang isang gumagamit, Ang
brilliant skin essential ay isang produktong epektibo.)" (Rank 2);
"Brilliant Skin Essential product is safe to use. (Ang Brilliant Skin
Essential product ay ligtas gamitin)" (Rank 3); "The product of brilliant
skin essential is manufactured from high-quality components and
materials. (Ang produkto ng brilliant skin essential ay ginawa mula sa
mataas na kaledad ng mga sangkap at materyales.)" (Rank 4); "I will
always choose Brilliant Skin because of its effectiveness. (Palagi kong
pipiliin ang Brilliant Skin dahil sa pagiging epektibo nito.)" (Rank 5)
The findings mean the level of knowledge on brand awareness
was high for Brilliant Skin Essential product users who live in Brgy.
Malaban Biñan City.
The result was supported by the findings of Koop’s (2021)
study. Findings revealed that Customers' brand awareness is
measured by how closely they associate a brand with the specific
product they want to own. Brand awareness has a direct bearing on
the equity of a brand. Brand awareness is the first and most
fundamental feature of a customer brand. Similarly, the study by
Walgrove (2019), unveiled that brand awareness is critical because
it is the first stage in the marketing funnel and provides a basis for
attracting consumers. People's capacity to recognize and recall your
company is referred to as brand awareness.
46
Table 2. Customer Engagement of Brilliant Skin Essential
User in Brgy. Malaban Biñan City
Verbal
Indicator WM Range
interpretation
1. I will continue to use Brilliant Skin
Essential Product as a user. (Patuloy
kong gagamitin ang Brilliant Skin 2.97 Engage 5
Essential Product bilang gumagamit.)
2. I will recommend Brilliant Skin
Essential Products to others.
(Irerekomenda ko ang Brilliant Skin 3.16 Engage 3

Essential product sa iba.)
3. As a customer, I am satisfied with the
results of applying the brilliant skin
essentials product. (Bilang isang

3.42 Highly Engage 1
kostumer, nasiyahan ako sa resulta ng
Brilliant Skin Essential product.)
4. On social media, it is easy to access
the website of brilliant skin essential
products. (Madaling mahanap ang
website ng brilliant skin essential 3.15 Engage 4

product sa social media.)
5. The price of this brilliant skin
essential product is reasonable.

3.18 Engage 2
47
(Makatwiran ang presyo ng Brilliant
Skin Essential Product.)
Overall Weighted Mean 3.18 Engage
As shown in Table 1, the Brilliant Skin Essential users’ level of
customer engagement was “engaged” with an average weighted mean of
3.18. Notably, the level of knowledge of customer engagement of Brilliant
Skin Essential users was “engage” and “very engage” with weighted
means ranging from 2.97 to 3.42 as they asserted that "As a customer, I
am satisfied with the results of applying the brilliant skin essentials
product Bilang isang kostumer, nasiyahan ako sa resulta ng Brilliant
Skin Essential product.)" (Rank 1) "The price of this brilliant skin
essential product is reasonable. (Makatwiran ang presyo ng Brilliant
Skin Essential Product.)" (Rank 2); 2 "I will recommend Brilliant Skin
Essential Product to others. (Irerekomenda ko ang Brilliant Skin
Essential product sa iba.)" (Rank 3) 4 "On social media, it is easy to
access the website of brilliant skin essential products (Madaling
mahanap ang website ng brilliant skin essential product sa social
media.)" (Rank 4); "I will continue to use Brilliant Skin Essential Product
as a user. (Patuloy kong gagamitin ang Brilliant Skin Essential Product
bilang gumagamit.)" (Rank 5).
48
The findings mean the level of knowledge on customer
engagement was high for Brilliant Skin Essential product users who live
in Brgy. Malaban Biñan City.
The result was supported by the findings of Pansari’s (2017)
study. Findings revealed that the customer engagement hypothesis,
a consumer is engaged with a company when he or she is content
with his or her relationship with the company and has an
emotional tie to it. Similarly, the study by Loureiro et al. (2020)
Customer engagement is viewed as a complicated term with a
variety of definitions and sub-forms. With empirical studies
becoming widely employed, a rising number of authors are
exploring the topic in various industries and locations.
Table 3. A significant difference between the assessment of Brand
Awareness and Customer Engagement of Brilliant Skin Essential
Products
Brand Awareness Pearson’s R 0.842 Not Significant
P-value < .001
Customer Engagement Pearson’s R 0.842 Not Significant
P-value < .001
49
A p-value less than 0.05 (typically ≤ 0.05) is statistically significant
As reflected in Table 5, there was no significant relationship
between the respondent's level of knowledge of Brand Awareness and
level of knowledge of customer engagement as shown by the computed
p-value of 0.842 which is higher than the 0.05 level of significance. This
means that their level of customer engagement was not dependent on
their knowledge of brand awareness. This observation could probably be
explained by the fact that customer engagement was always required in
Brilliant Skin Essential Products
This result was corroborated by the findings of the
Subramanian (2020) study, one of the most significant tools that
occupy is the brand. The marketer's target market. The influence of
branding for many reasons, it attracts many clients. They believe
that branded products have certain characteristics, such as
quality, long life, and good service. Brand awareness and customer
engagement have a good association. People become aware of a
brand and immediately engage with it until they encounter a
negative encounter. where there was no correlation between the
respondents' knowledge of brand awareness and customer
engagement with Brilliant Skin Essential Products.
Rationale
50
The plan is proposed to address the respondent’s lowest level of
knowledge on brand awareness and customer engagement of Brilliant
Skin Essential Product in Brgy. Malaban Biñan City.
Table 4. The basis for Improvement Plan
Area Objectives Strategies Time Person Source Success

Thrust Frame Involved of Indicators
Funds
Brilliant Sustain the Promote Quarter Business 95% of

Skin knowledge the ly Owner Brilliant
Essential of Brilliant effectivene Approv Skin
Seminars Skin ss of Departm ed Essential
Essential Brilliant ent Depart users are
users about Skin Heads ment aware of the
its Brand. Essentials Funds brand.
Products.
Brilliant Provide the Familiarizi Quarter Business 95% of

Skin strong ng the ly Owner Brilliant
Essential advantages Brilliant Approv Skin
strong of Brilliant users with Departm ed Essential
social Skin how its ent Depart users will
media Essentials product Heads ment engage with
Platform to its users. makes Funds the brand.
promising
engageme
nt one of
the
market's
greatest
skin
essentials.
CHAPTER 5
SUMMARY OF FINDINGS, CONCLUSIONS, AND
RECOMMENDATION
51
This chapter presents the researchers' interpretations of the
summary of findings, conclusions, and recommendations of the study.
This descriptive-correlational study aimed to determine the brand
awareness and customer engagement of Brilliant Skin Essential
Products in Brgy. Malaban. Specifically, it investigates the level of
knowledge on brand awareness and customer engagement. It probed the
relationship between the respondent’s level of knowledge of brand
awareness, and the respondent’s level of knowledge of customer
engagement.
Statement of the Problem
The study attempts to determine brand awareness and customer
engagement in brilliant skin essential products.
Specifically, it sought to answer the following questions.
1. What is the brand awareness of Brilliant Skin Essential Products?
2. What is customer engagement in Brilliant Skin Essential
Products?
3. Is there any significant relationship between brand awareness
and customer engagement?
4. Based on the findings of the study, what improvement plan can
be proposed?
Summary of Findings
The salient findings of the study are as follows;
52
1. The brand awareness of Brilliant Skin Essential Products was high
with an average weighted mean of 3.17. For specific indicators, the level
of knowledge of brand awareness of Brilliant Skin Essential users was
“high” and “very high” with weighted means ranging from 2.92 to 3.48.
It is based on the results of a survey completed by 99 respondents who
used the Brilliant Skin Essential Product.
2. The customer engagement of Brilliant Skin Essential Products was
engaged with an average weighted mean of 3.18. For specific indicators,
the level of knowledge of customer engagement of Brilliant Skin
Essential users was “engage” and “very engage” with weighted means
ranging from 2.97 to 3.42. It is based on the results of a survey
completed by 99 respondents who used the Brilliant Skin Essential
Product.
3. There was no significant relationship between the respondent’s level
of knowledge of brand awareness and the respondent’s level of
knowledge of customer engagement as shown by the computed p-value
of 0.842 which is higher than the 0.05 level of significance.
Conclusions
Based on the findings of the study, the following conclusions were drawn
1. Majority of the selected brilliant user in Brgy. Malaban Biñan City
demonstrated a high and very high level of knowledge on brand
53
awareness. It means that they are highly aware of the skin essential
product they are using for their skin.
2. Majority of the selected brilliant user in Brgy. Malaban Biñan City
demonstrated a high and very high level of knowledge on customer
engagement. It means that they are highly engaged in the skin essential
product they are using for their skin.
3. In this study, the results show that there was no significant
relationship between brilliant users’ brand awareness and customer
engagement.
Recommendations
Based on the summary of findings and conclusions, the following
recommendations are offered
1. Continous evaluation and never-ending improvement are suggested,
the primary purpose of an evaluation is to measure progress and
determine what needs improving in Brilliant Skin.
2. Enhance the level of knowledge on brand awareness of every Brilliant
Skin Essential product user.
3. Enhance the level of knowledge on customer engagement of every
Brilliant Skin Essential product user
4. The business owner should continue to implement the production of
Brilliant Skin Essentials Products because this study shows the result
54
that the brilliant user’s knowledge shows a high awareness and
engagement of the product and the brand itself. It can be the guide for
the business owner to acknowledge the user's concerns and reviews of
the brand.
5. According to the study results, brilliant skin essential users are highly
aware of and involved with the brand, but they still need to be informed
about and interested in the product. They should consider being mindful
of all the items they use, not just the excellent products. Additionally,
since users are the ones who have utilized the products, their comments
and feedback are valuable.
6. Researchers and future researchers are encouraged to broaden the
scope of this study by testing other key variables related to brand
awareness and customer engagement through qualitative or quantitative
inquiry, in addition to describing the awareness and engagement of
Brilliant Skin Essential Products. They should further test the findings
of this study with a larger sample size and in a different cultural
situation.
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Curriculum Vitae
Esmeria, Christopher L.
0225 Riverside Street, Zone 8 Malaban, Biñan City Laguna
58
E-MAIL: esmeriachristopher@gmail.com
CONTACT NUMBER: +639319165336
DATE OF BIRTH: July 16, 2001 NATIONALITY: Filipino
EDUCATION BACKGROUND
Elementary:
Pagkakaisa Elementary School 2007 – 2013
Junior High School:

Jacobo Z. Gonzales Memorial National High School 2013 - 2017
Senior High School:

Biñan Integrated National High School 2017 – 2019
WORK/SCHOOL EXPERIENCE:
 On-the-Job Training at Caltex, Canlalay
 Accounting Staff
 Encoder at Brgy. Hall, Malaban, City of Biñan, Laguna
PROFESSIONAL SKILL/S:
 Microsoft Office Words and Microsoft Office Excel
 Communication and Written Works
Granada, Jarzel Anne G.

565 Brgy. Dita, Cuenca, Batangas
E-MAIL: jarzelannegranada@gmail.com
59
DATE OF BIRTH: June 29, 2001 NATIONALITY: Filipino
EDUCATIONAL BACKGROUND
Elementary:
San Vicente Elementary School 2007 – 2013
Junior High School:

Biñan Secondary School of Applied Academics 2013 - 2017
Senior High School:

AMA Computer College Biñan 2017 – 2019
 On-the-Job Training at Brgy. Hall, Tagapo, Sta. Rosa Laguna
 Office Staff/Encoder
 Microsoft Office/s and Google Workspace
 Communication and Written Skills
 Fast Learner
Samante, Arlene O.
Blk 2 Lot 10 Saint Rose Village 2 Brgy. Casile Biñan City
Laguna
E-MAIL: samantearleneong@gmail.com
60
DATE OF BIRTH: March 25, 1978 NATIONALITY: Filipino
EDUCATION BACKGROUND
Elementary:
Central 1 Santa Rosa Elementary School
High School:
Carmona National High School
College:
Trimex Colleges Biñan
 Carina Apparel - Sewer Special Machine
 Monde Nissin - Production Operator
 Global Lightning - Light Tester
 Exito- Machine Operator
 Sewer
 Agent
 Online Seller
61

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BACHELOR OF SCIENCE IN BUSINESS ADMINISTRATION

MAJOR IN MARKETING MANAGEMENT

BRAND AWARENESS AND CUSTOMER ENGAGEMENT OF

BRILLIANT SKIN ESSENTIAL PRODUCTS IN BRGY. MALABAN

BIŇAN CITY, LAGUNA: A BASIS FOR IMPROVEMENT PLAN

Research presented to the

Faculty of the College of Business and Accountancy

Trimex Colleges Inc.

of the Requirements for the Degree

Bachelor of Science in Business Administration

Major in Marketing Management

Jarzel Anne G. Granada

The following individuals provided invaluable assistance and

researchers express their gratitude:

documentation, the strength that enabled them to press forward despite

Dr. Marilou Urbina, our thesis Adviser, and a professor at Trimex

Colleges in Biñan Laguna, for her advice and consideration of this

research work. The unwavering direction, recommendations, and

encouragement led to the study's completion many times.

To Dr. Rito A. Camigla Jr., Vice President of Academic and

Student Services, for his guidance, support, and encouragement in

overcoming the rigors of a bachelor's degree in business administration.

paved the way for the study's completion.

To all the professors at Trimex Colleges Biñan Laguna's College of

Business Administration, for their assistance in completing all academic

To the Panel of Examiners, who contributed their time,

mindfulness, experience, and expertise in the subject to improve the

manuscript's quality through extremely valuable recommendations,

To the Respondents, for giving their thoughts, insights, and a

small portion of their time to contribute to the study's findings; and

Finally, thanks to the researchers' parents for their patience,

understanding, and financial support in completing this research study.

Brilliant Skin Essentials provides safe and effective formulations,

continually develops affordable beauty products to meet Filipinos'

skincare needs and manufactures anti-acne solutions to produce skin

that is brighter and younger-looking. The unrectified challenges in the

skin essential products motivated the researchers to conduct a study

employing a descriptive correlational research design to measure the

level of knowledge on brand awareness and customer engagement of 99

selected Brilliant Skin Essential product users in Brgy Malaban Biñan

City Laguna. The researchers used numerical range, weighted mean,

and Pearson r correlation in the statistical treatment of data and

THE PROBLEM AND ITS BACKGROUND

Background of the Study 9

Statement of the Problem 14

Scope and Limitation of Study 14

Significance of the Study 15

REVIEW OF RELATED LITERATURE

Brand Awareness of Skin Care Products 26

Customer Engagement of Skin Care Product 31

Gaps Bridged by the Present Study 38

Population and Sampling 40

Respondents of the Study 40

Instrumentation and Validation 40

Data Gathering Procedure 41

Evaluation and Scoring 41

Statistical Treatment of Data 43

PRESENTATION, ANALYSIS, AND INTERPRETATION OF DATA

SUMMARY OF FINDINGS, CONCLUSIONS, AND

THE PROBLEM AND ITS SETTING

Brand awareness comes in a variety of forms. Any company that

awareness in its market. Limited awareness is the most prevalent issue