Open AccessMeasurement of Cosmetic Purchasing Decisions Using Brand Image and Consumer Trust
Author(s) -
Ngaliman,
Dafina Amni,
Suharto Suharto,
Nina Lelawati
Publication year - 2021
Publication title -
journal of economics and public finance
Language(s) - English
Resource type - Journals
eISSN - 2377-1046
pISSN - 2377-1038
DOI - 10.22158/jepf.v7n5p36
Subject(s) - purchasing , sample (material) , brand image , cosmetics , reliability (semiconductor) , marketing , homogeneous , business , test (biology) , advertising , mathematics , medicine , paleontology , power (physics) , chemistry , physics , pathology , chromatography , quantum mechanics , combinatorics , biology
This study aimed to measure the purchasing decisions of cosmetics using the brand image and consumer trust. This type of research is quantitative research and uses a sample of 70 respondents. The terms of the instrument test include the validity and reliability of the data. The analysis requirements used normal, homogeneous, linear, and regression significance tests. The data were analyzed using structural equations. The research findings show that brand image affects consumer trust, brand image affects purchasing decisions, and consumer trust also affects purchasing decisions.