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The following research aims to analyze the effect of esteem needs on consumer purchase intentions with brand trust as a mediating variable. The research was conducted with Path Analysis data analysis techniques. The sample was obtained by using a purposive sampling method of 100 respondents. Based on the results of the analysis it can be concluded that the needs esteem has a positive and significant effect on consumers' purchase intention. Esteem needs have a significant positive influence on the customer's brand trust. Brand trust has a positive and significant influence on consumers' purchase intentions. Brand trust mediates the positive influence of esteem needs on consumer buying intentions. Suggestions that can be given to Polo producers Ralph Lauren must pay attention to consumers about whether or not a Polo Ralph Lauren product is useful to be an inspiration and give an increase in esteem

PENGARUH ESTEEM NEEDS TERHADAP NIAT BELI KONSUMEN DENGAN BRAND TRUST SEBAGAI VARIABEL MEDIASI