Measurement of Cosmetic Purchasing Decisions Using Brand Image and Consumer Trust

Abstract

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.