Pengaruh Citra Merek Terhadap Keputusan Pembelian Yang Dimediasi Oleh Kepercayaan Merek Pada Konsumen Maskara Oriflame Di Surabaya
Daftar Isi:
- Purpose of this study is analyzing the influence of brand image, brand trust in purchase decisions with intervening brand trust on mascara of Oriflame in Surabaya. This research is a quantitative one with descriptive method. Source of data were questionnaires measured by Likert scale. The population is all user of mascara Oriflame who live in Surabaya. The sample was as many as 100 people determined by purposive sampling technique. Techniques of data analysis in this research was Warp-Partial Least Square. The results showed that brand image has a directly positive and significant effect toward brand trust of the Oriflame brand in Surabaya. Brand image has a directly positive and significant effect toward purchase desicions. Brand trust has a directly positive and significant effect toward purchase desicions. Brand trust partially mediate the effect of brand image toward purchase desicions. This effect of brand image is significant toward purchase desicions, thus this effect will increase as long as effect of brand trust. Keywords: Brand Image, Brand Trust, Purchase Desicions, Oriflame.