THE INFLUENCE OF BRAND AWARENESS, BRAND IMAGE, AND BRAND TRUST ON PURCHASING DECISIONS FOR MS GLOW SKIN CARE PRODUCTS AT SHOPEE E-COMMERCE

Kurniawan; Sri Astuti Pratminingsih, S.E., M.A., Ph.D

Kurniawan Universitas Widyatama Bandung
Sri Astuti Pratminingsih, S.E., M.A., Ph.D Universitas Widyatama Bandung

Keywords: brand awareness, brand image, brand trust, and purchasing decision

Abstract

This research aims to determine the influence of brand awareness, brand image, and brand trust on purchasing decisions for Ms Glow skin care products at Shopee e-commerce. This research uses quantitative with an explanatory approach. Data were collected through a survey by disturbing questionnaires to 100 respondents using purposive sampling. Data analysis techniques in this research use multiple linear regression, classic assumption test, t-test and f- test, and the coefficient of determination by the SPSS software program (version 24.00). The result of the study indicates a positive influence between brand awareness, brand image, and brand trust on purchasing decisions for Ms Glow skin care products at Shopee e-commerce with a significant value of 0.000 < 0.05. However, partially indicate that brand awareness did not have a positive effect on purchasing decisions with a significant value of 0.199 > 0.05. Brand image and brand trust also significantly had a positive effect on purchasing decisions with a significant value of 0.000 < 0.05.